Every day society is bombarded with hundreds of marketing messages and our minds working tirelessly to decipher them all. Studies have shown we see may see between 3,000 to 20,000 marketing messages each day. Much like a familiar face we meet in the street, some messages make us smile with recognition; others have us look away hurriedly. These marketing messages have the power to draw up nostalgia in us, instill trust, engage with the brand they represent and of course, convince us to or buy the product they represent.
Humans are extremely visual creatures and a company’s logo can be one of their most powerful marketing messages, did you know that 90% of the transmitted information in the human brain is visual? By choosing the right logo you can position yourself above your competitors and have your audience engage with your brand in a way they otherwise might miss. Today, we hear so much about color psychology and evoking emotion through bright design, the humble black and white logo has been shunned, but there is still power in monochrome messages.
When we think of colour, typically red, blue and yellow spring to mind, but let’s take a minute to discuss the psychology behind black and white, and how these can be used to impact your audience. It’s vital when designing your logo you have a basic understanding of how colour can impact your audience as a lack of understanding can lead to your brand being misinterpreted.
Of course, when we discuss the color black, it’s actually not a color at all, but the lack of it. However, for the sake of ease it will be discussed as such for this article. Black has been seen throughout logo designs in high authority brands for years; this is because it’s seen as “cool” but not in the temperature sense. Is it simply a coincidence that Apple’s logo is black, which represents authority and they were listed Forbes most powerful brand of 2015? I’ll let you decide.
White instills peace in the viewer, and brings cam. It’s has been seen in logos that represent harmony and innocence, take the WWF logo, they are a leading charity in wildlife conservation and innocence and nonviolence is evoked through their color choices.
Simplicity can speak Volumes
Remember, the purpose of your logo is so your brand can be recognized in an instant. Simplicity can often create the most eye-catching logos as they aren’t swamped by over-design. Opting for a simple design makes your message clear and doesn’t confuse your audience, and most importantly it’s easy to recognize; Take the Nike tick. This symbol is recognized by 97% of people by its simple shape.
Choosing a design with few colors, or none for that matter makes your logo extremely difficult to forge. Logos that are swimming in color with masses of details can be altered by changing a few subtle details then sold as counterfeit. Competitors will find it much more difficult to copy your design and in turn steal your audience if your logo cannot be copied.
Logos on different products
Of course, the world today is highly digital and you may think your logo will not be used offline, but this is not always the case. Using a black and white logo will make it easier for the design to be transferred to other mediums without confusing your audience. What’s more, it will cost a substantial fee to print in color offline.
- Logos on receipts – if you brand is sold in a retail store your logo will appear on the till roll.
- Promotional goods – you may want to offer clients and prospective customer’s items that have your logo on it, opting for a black and white design will ensure ease of printing at minimal costs.
- Glass and windows – using a black or white logo will mean it can be transferred to frosted glass evoking luxury and professionalism.
What Design is right for me?
When designing your logo, consider your audience and what their preferences are. Did you know orange, grey and brown are dislikes by both men and women? Black and white is typically non offensive to both sexes making it a safe option for your logo. Versatility is the key when it comes to designing a logo; it must represent what your brand identity is but must also be able to be printed in different mediums throughout the lifecycle of your brand. Your company could start as a small e-commerce store, but one day you might progress to a retail space with receipts, a head office location and promotional goodies on offer to your customers. Before jumping feet first into a colorful design consult with a professional logo designer and discuss black and white options.
Author Bio: This article was written by Repeat Logo who design corporate and business logos. Since 2015 they have been helping companies across all industries with their branding strategies.