HOUSTON, TX - When you look at a company's logo, what does the color say to you? Research done by the Canadian company, Colourfast, says color has a huge say in how a company's logo is received. They claim about 85% of consumers cite color as their main reason for buying a particular product.
“I think that's a generalization,” said Chief Creative Officer of Skyline Movement, Tory Watson. “For example, if Coca-Cola were in a blue can, and everything were to be the same with Coca-Cola, would Coca-Cola today still be Coca-Cola? There's a high probability that it would. So, it does have an impact, but it's not the sole determining factor as to whether or not a business is successful.”
So which colors mean what? Colourfast put their breakdown into an info-graphic you can find here.
To sum it up, they basically say red logos relay feelings of energy, love, and excitement. Blue is secure, calm, and honest. Orange and yellow both portray happy and playful traits. Purple translates to imaginative and creative. Green is tied to organic and natural companies, while black is seen as sophisticated and seductive.
So, are local companies in sync with the diagram? Houston coffee roasters Jave Pura say they didn't have feelings in mind when picking their logo colors, they more modeled their brand after the colors of coffee cherries. However, they did find Colourfast's comparison interesting.
“The diagram did compliment and confirm a little bit of what we felt. We never actually thought too much about those feelings. When you look at it, you agree red is energetic, yellow is logical, I guess,” Java Pura co-owner Fielding Cocke said. “I like yellow simply because I like yellow, but it does make sense.”
Color isn't the only characteristic that matters in a logo. Colourfast says font and shape say a lot, too, and all the factors play into the consumer's first impression, which we all know, in business, means everything.