The most important colors for the logo

PERFORMANCE Color selection should play a crucial role in the development of a corporate brand. The online marketplace 99designs has summarized the most important aspects to consider when designing a color scheme.Even before the decision for or against a color is made, the first step for entrepreneurs should be to decide what message is to be conveyed by the color. Depending on how you position yourself, the color must be chosen accordingly. If you want to make an innovative, tech-savvy impression, you should use different colors than a company that focuses on stability and sustainability. It is therefore important to consider the characteristics associated with colors.Red: This color is primarily associated with lust, excitement, energy, love and movement. However, it also has potentially negative associations such as war, violence, fire, anger and danger. For this reason, the use of this color should not be overused and should only be used sporadically so that the tension does not ultimately have a negative effect on the brand.Pink: Even though it is a shade of red, pink is attributed other qualities such as sophistication, honesty and romance. The color lacks fearful, violent associations, so pink can even be calming.Orange: Basically, the color stands for fun, happiness, energy, warmth, ambition, excitement and enthusiasm. But you shouldn't overdo it with its use either, as it can quickly overwhelm potential customers and send them running.Yellow: This is the brightest color, which creates an impression of competence, happiness, cheerfulness, optimism and youth. However, yellow does not only have positive connotations and can convey fear, deceit and cheapness. To prevent this from happening in the first place, a light yellow is ideal for creating a relaxed, peaceful atmosphere.Green: Radiates harmony and balance. Accordingly, the color is also associated with qualities such as growth, health, nature, prosperity, money, tranquility, generosity, fertility, success and peace. Green is the easiest color for the eye to process and is often used to symbolize new beginnings or prosperity.Blue: The color radiates masculinity, competence, quality, calm, commitment, steadfastness, loyalty, strength and productivity. It is therefore not surprising that companies such as Facebook, Twitter and LinkedIn have opted for blue. However, the color can also appear cold and emotionless and dampen the appetite. It should therefore be avoided in connection with food.Purple: Purple not only creates a royal flair, as the color also stands for creativity, imagination, sophistication, strength and prosperity. It exudes a touch of luxury or, in a lighter shade, romance. The calming effect of this color can be counterproductive when it comes to attracting attention.Brown: Insensitivity, reliability, stability and friendship are attributed to this natural color. It is suitable for stimulating the appetite and is therefore an ideal companion for all matters relating to food. It is typically used as a background color, but its use can also be interpreted as boring.Black: Its elegance, sophistication, authority, strength, stability and intelligence make it a frequently used color. Its effect depends primarily on what other colors it is combined with. It can be perceived as elegant and traditional as well as modern and progressive. Caution is also advised here, as too much black comes across as threatening and evil.Gray: This color is often used when formality, professionalism, sophistication, practicality and a strong character are to be expressed. It is not suitable for attracting attention and - depending on the shade - can appear distant or cold.White: People associate it with cleanliness, purity, happiness, honesty and security. Like black, white only unfolds its effect in combination with other colors.Colorful can also be an optionAs already indicated in some color descriptions, a company does not have to be satisfied with just one color, but can combine different tones to achieve the desired effect. While ebay's colorful letters stand for the platform's product diversity, Toys "R "Us uses them to communicate youthfulness. Anyone considering different colors for their brand should experiment with them in advance to find the best possible combination. As soon as a brand is established, it can irritate people if completely different colors are suddenly used.Cultural sensitivity is requiredIn particular, companies that are considering internationalization from the outset must not ignore cultural differences. For example, while Western countries associate white with purity, the color symbolizes death in Eastern countries.