Understanding a Logo Check: The Influence of Colours on Consumer Decisions

Written by Victoria WhitewickVictoria Whitewick

A brand’s logo is particularly important because it is the most visible and consistent representation of the business. Therefore, it plays a significant role in determining the brands success. Being the face of the company, it helps customers in identifying and promptly connecting the brand’s offering with its name.

Consequently, a logo can influence consumer behaviour both positively and negatively. In this article, we will delve into the ways in which the colours of a logo can impact consumer behaviour. Additionally, this article will present the significance of conducting a logo check to guarantee that a logo creates a positive and harmonious impact worldwide.

The Psychology of Colour within Logos  

Different colours can have different emotional associations for consumers. For example, people often associate red with passion and excitement, blue with calmness, and orange with trust and energy. Therefore, the colour of your logo can have a significant impact on how people perceive your brand. 

By paying attention to these subtleties and potential meanings of different colours, you can make informed decisions about the design of your logo and how it may represent your company.  

It’s important to note that colour associations can vary across different cultures and contexts. Designers should carry out a logo check to carefully choose colours. In doing so, you can create a visual representation of your brand that resonates with your audience and effectively communicates your values and personality.  

McDonald’s Colour Scheme Boosts Happiness.  

McDonald’s is a prime example of a company that has successfully utilised colour in its logo to become an iconic brand. Their approach achieves both simplicity and effectiveness. The yellow “M” stands out prominently as a bright and cheerful colour associated with happiness, making it easily identifiable even from a distance. 

As a result, the company’s logo has become an instantly recognisable symbol of fast food, American culture, convenience, and affordability. This simple imagery of the “Golden Arches” has become a global representation of the brand. Helping to solidify its position in the market and ensure its lasting success. 

McDonalds bold move: From Red to Green in their logo 

The iconic fast-food chain decided to ditch its classic red background with yellow arches, and embrace a vibrant green background instead. This was practised in France, Switzerland and Germany. Customers were puzzled, wondering if this change indicated an environmental statement to demonstrate the company’s commitment to ecological correctness. However, that wasn’t the case. The motive behind this visual transformation was purely aesthetic, as McDonalds sought to seamlessly blend into the ever-changing urban landscape. 

Caroline Deleuze, a spokesperson for McDonald’s France, sheds light on the decision. She states, “In recent years, the chain has strived for architectural harmony, incorporating materials like wood, aluminium, and stone into its buildings. To achieve this visual cohesion, we decided to place the arches against a green background.” However, this departure from the well-renowned red and yellow left many people confused. After all, those colours had been the image of McDonalds for decades. 

Yet, it’s not uncommon for brands to embark on a rebranding journey, allowing them to adapt, connect with new audiences, and reflect shifts in their values, products, or services. Sometimes, companies opt for a logo check to redefine their position in the market, Shedding outdated associations or embracing emerging trends. In the ever-evolving world of branding, a change in visual identity can be a powerful statement. 

Yellow Encompasses Happiness  

While people often recognise yellow as the happiest colour, its significance extends well beyond joy, happiness, and optimism. It does in fact have very diverse meanings across cultures and continents. Therefore, a logo check has to be conducted when designing a new company logo to ensure that the chosen colours align with the intended brand image. 

Yellow has the lightest hue of the spectrum and represents a large range of emotions. Ranging from pure joy to extreme betrayal. In Africa, individuals of high rank reserve yellow as a symbol because it strikingly resembles the colour gold. Which universally represents wealth, quality, and triumph. In Ancient Egypt, yellow also held a connection to gold, as it was a common choice for painting mummies and tombs. Serving as a reminder of mourning and the journey to the afterlife. 

Yellow also Contains Elements of Darkness 

On the other hand, yellow has also had associations with jealousy, betrayal, weakness, and paradoxes throughout history. In the 10th century, the French painted the doors of traitors and criminals yellow, forever tainting the colour with notions of treachery. 

Moreover, in China, the colour yellow is associated with pornography, and the term “yellow book” encompasses all forms of adult media. Consequently, if a brand employs a significant amount of yellow in their logo, it could evoke negative connotations in China.  

Likewise, in Russia, the colloquial expression for a psychiatric hospital used to be the “yellow house”. While in certain regions of Mexico, the vibrant yellow of marigold flowers, may be intertwined with notions of death. 

These insights vividly illustrate the vast array of meanings and connotations associated with the colour yellow across the globe. It is therefore imperative to carry out a logo check to examine these evocations and understand the varied emotions that different colours can elicit in the target countries of your company. By doing so, you can ensure that your logo resonates positively and harmoniously with your audience. 

Creating the right Brand Image for your audience   

It’s impressive to see how much thought and attention to detail goes into creating a logo that effectively communicates a brand’s values and personality. All of these elements can have a significant impact on consumer emotions and behaviour, and in turn, affect sales. By carrying out a logo check and choosing the right colours, companies can create a brand image that resonates with their target audience and influences their purchasing decisions.  

In conclusion, a logo check can help designers to understand the cultural meanings behind specific colours in different countries. Subsequently helping brands appropriately reflect their message across diverse cultural and geographical contexts. 



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