The Importance of Color in Logo Recall

Late last year, Pantone has announced that the 2018 Color of the Year is Ultra Violet. It speaks of originality, ingenuity, and visionary thinking which Pantone believes is much more relevant in today’s time. Many things are involved in finding the perfect hue to represent the whole year. The color institute teams up with brands and a “top secret cabal of experts” in forecasting the central tone. They pick up color trends from art, fashion, film, and even in the automobile industry and match them with the current societal condition.


Their color predictions affect many industries and companies in terms of brand identity and product development. Other than symbolizing what the world needs today, it also shows what will sell and what color marks on people’s mind. That’s why businesses adjust their assets in order to apply the color. Now, color is more than just a pigment for beauty but also an instrument for business strategy and psychological cognition.


Color selection is no alien in the world of design. Color palettes are thoroughly formulated to represent the brand message and appeal and be easily recognized by their customers. This is why brands and designers give their full effort in generating a compelling logo design that is attention-worthy and brand-relevant with the use of color. WebPageFX reported that 80% of people believe that brand recognition increases with the help of color. And about 85% of consumers stated color influences their purchasing decision.


To test how well you know popular logos through their colors and how well the colors associated to the brand command recall, try out this fun game created by BuzzFeed and see how good you are at recognizing logos without color.




Screenshots from BuzzFeed


Color plays a vital role in logos in terms of brand recognition. The key to a successful color selection is the merging of what your brand is about and the demographic it should attract. Knowing the characteristics of two will help you create a unique color language that represents your brand perfectly and that your customers will understand and easily recall.


Spectrum of Colors

Colors and psychology play a big role in prepping for a thoughtful brand logo. Let’s get a much in-depth knowledge of the characteristics of different colors and how they influence people.


RED: This color exudes passion, love, danger, and power. Red is associated with the feeling of heat and warmth. The color drives people to take risks. It stimulates hunger, romance, and adrenaline. Its boldness compels people to buy. That is why the color red is mostly used by restaurants for their logo and in the department store when announcing seasonal sales.


ORANGE: Orange is the color of fun and innovation. The color represents youth, creativity, and modern thinking. It is invigorating and a punch of energy as it stimulates mental activity. Its friendly aura is best used by brands for young ages and a great play for caution signs due to its affordability and friendly nature.


YELLOW: Always cheerful and bright, yellow is a color of optimism. You cannot hide this color in a corner. It grabs and holds attention, making it a good color for warning signs. Though it also symbolizes fear and betrayal, its sunny disposition always encourages people to have a good time in safety.


GREEN: If you’re looking for something to emphasize your brand and/or products’ natural and ethical aspect then green is your color. It is one of the coolest colors your eye may lay upon on. It displays characteristics of freshness, growth, and health. It’s also a representative of money and good luck which is why it is preferred by financial institutions and marketing agencies.


BLUE: This color is popularly used by corporations because of its professionalism, serious-mindedness, and integrity. It gives the feeling of calmness and sincerity to people seeing it. Associated with the sky and sea, blue combines tranquility and authority which is a perfect color for a reliable leader.


PURPLE: Nothing but high class, purple is a color that luxury and regal brands prefer. It is a color for the rich and implies wisdom and success. It’s also mysterious, glamorous, and nostalgic, which allures people’s imagination.


PINK: Nothing screams femininity than the color pink. Its sweetness and loving demeanor are favored by brands that target women such as cosmetics and feminine care. The color’s flirty and juvenile feel are hard to resist.


BROWN: Masculine and serious are the demeanors represented by the color brown. It calls for an outdoorsy and rural feel, making it a perfect choice for brands that sell gears, sports equipment, and outerwear. It is a color of dependability and strength.


BLACK: One of the neutrals, black is a color for the slick and modern. It is a versatile color for power and sophistication. Though it is also associated with death and villainy, black is a color preferred by high-class brands for its bold and formal trait.


WHITE: Another neutral color, white is mostly used as an accent color. Because of the absence of color, it is associated with purity, simplicity, and naiveté. It is economical to use as it also let other colors stand out.


How to Choose the Right Colors

There is no limit to the number of colors to use. The use of multiple colors can denote that your brand is offering a wide range of product and services while opting for a monochromatic theme can help your logo stand out and easy to remember. Choose colors that evoke the feel and mood your brand wants to imply. Pick inspiration from the color of your product to the style of your service to create positive persuasions. Focus on what to highlight in the design by contrasting colors. Experiment on your logo design to see what works and what doesn’t. In the process, you may discover new designs and color combinations that are better than what you’ve envisioned. Remember to make things cohesive from logos to colors to the products or services that you are offering. It is also much easier for brands to be easily remembered if it has a signature element.


Universal Appeal

Take extra time for research and brainstorming. Color may be interpreted differently in other cultures. Logos are used to create a good first impression and positive recall, so taking careful steps and consideration on how it will be perceived universally can help your brand be viewed positively and have an easy recall across the international scene.



Selecting colors for your brand logo can be tricky. Good thing there are creative agencies to give you a helping hand. MicroCreatives can help you figure out the colors and concept that suits your brand. Let us help you in creating a logo that will effectively showcase your brand’s story and message and one that your customers can trust.