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Use the Right Colors to Represent your Business

6 min read

We all know that our logos are the first things that people think of whenever they are identifying our brands.

When starting our business, the first and most important thing that we do is to come up with a logo design. We pay a lot of attention to the story our logo will tell and the message it will deliver to the audience, and we should. But the one thing that research suggests that we spend as much, if not more, time on is the colors that we use. According to research, customers might react to the colors of our logo more than its message.

Neuroscientists believe that color psychology is very powerful yet businesses haven’t explored it as much as they should have. Humans are hard-wired to react to certain colors and understanding that connection might be the key to a business’s success.

As reported by WebPageFX, most people usually judge a product in less than 90 seconds and most of that judgment is based on the logo’s colors.

Just think about the logos of top tier companies and you’ll know what we’re talking about, like Coca-Cola, Apple, MacDonald’s, IBM, Google, among others.

Complimentary colors

Have a flashback to your school days and try to remember how many types of colors there are. First you’ve got the three primary colors: red, yellow, and blue. These are the colors that are not made by mixing any other colors. Then we have secondary colors, like orange, green, and purple. Finally, we have complimentary colors that are made by mixing one primary color and one secondary. The combinations are:

• Red and green
• Yellow and purple
• Blue and orange

These colors give different feelings to people. If you’ll notice, most of the holidays are represented by complimentary colors. Christmas has red and green, Easter has yellow and purple and Halloween has orange and blue that later turned into black.

Why use complimentary colors

Complimentary colors, when used together, give each other strength and more intensity. But the first thing is to find out what kind of business you are running so you can know which colors work with your business the best.

How to use complimentary colors

Although, different combinations can be made, there are some rules that you need to adhere to when choosing colors for your corporate logo.

The most important thing to consider is to use one color more than the others. One way you can ensure that one color is more dominant than others is to use the 60-30-10 rule. Try to make the primary color dominant.

Red and green

These two colors have always been linked to festivities. Red represents strong emotions and green is sof and peaceful. Companies like Lacoste make it work perfectly.

Yellow and purple

These two colors have been used for centuries to represent wealth, power, and royalty. Yellow is the color of the Sun, always bright, always shining and purple is the color of wisdom, and wealth. Logos like LA Lakers use these colors to stand out.

Blue and orange

These two colors are used in logos more than others. They are different yet complement each other. Blue represents peace and freshness and orange represents energy and creativity. The logo of Fanta is the best example to show this.

Now that you’re on the up and up on complimentary colors, you can design your logo keeping in mind your business and your target audience.

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