If you ask just about anyone what their favourite colour is they should be able to give you some sort of answer, and even if they don’t have a preference they’ll tell you something off the top of their head. As it turns out, that something is generally blue. Whether they’ve put a lot of thought into it or not most people, male and female, will indicate that blue is their favourite colour. Typically, if given the choice between fewer than 10 colours, approximately 60% of men and 35% of women say blue is their favourite colour.
Does this mean blue should be one of your logo colours?
Choosing blue is interesting for a number of reasons, but mostly because blue is associated with sadness and depression. Downer adjectives like cold, sober, gloom, subdued, etc. are often associated with blue. Alternatively, when asked why it’s their favourite colour many people indicate that it’s calming or relaxing, and generally have pleasant comforting feelings towards it.
Gender aside, there are a number of other factors that can affect a person’s choice of favourite colour, like age and other demographic distinctions. Instead of going into a whole psychological colour analysis, lets just skip ahead to discuss why, even though blue is so popular, it doesn’t have to be one of your logo colours.
Typically, people associate colours with feelings and in marketing those feelings are created by their brand experiences or their expectations surrounding a product. For example, a decade ago it became incredibly popular to create a green logo and even throw the word green into a product or company name to indicate the environmentally-friendliness, organic nature, or caring nature of a product, company, or service.
While “greening” still somewhat creates a specific connotation for products and brands, the fast moving beast that is marketing and consumerism has found many more ways than just colour to indicate things like all natural, recycled, and fewer preservatives.
In addition to colours, there are also numerous design and text elements that communicate a first impression with your consumers on behalf of your brand. Check out the very interesting infographic below compiled by Colourfast. For more advice about your new company’s logo contact Toronto Marketing Network.