I want to make my own logo (Part V)

What color should I use in my new logo?

To talk about color, firstly, I would like to tell you how it works. Prepare your brain because what you are going to hear… may surprise you.

Until today, if you saw an apple and someone asked you about its color, without hesitation, you would say that it is red. But… is that apple really red?

The answer is that the apple is not red. In any case, the apple is any color except red.

In order to understand this, we must start by remembering that the white light we see when we look at the sun is actually that color because it contains all the colors. This could be demonstrated by placing a glass prism to separate each of its colors.

Going back to the apple example, what happens is that the apple receives all the colors of light. Until then, the apple would be multicolored or simply white. But, the apple rejects the color red (it does not let it in) and it is the reflection of that color what we see. That is why we say that the apple is red.

The color reaches our eyes in the form of a wave and this is converted into an electrical stimulus to be processed by our brain. Upon receiving these micro electric shocks, our body reacts, just as it would if they were high voltage shocks. But, to that stimulus, the brain applies an abstract layer of experience and can give meaning to each color. In this way, when we see a color, it is usually associated with these characteristics:

• Balance, neutrality, simplicity, elegance, responsibility, authority, power and mystery. Technically, it is not a color but the absence of them.

• Confidence, technicality, strength, freshness, spirituality, depth, education, protection, loneliness, coldness, cleanliness, authority, freedom, masculinity, dependency, peace, loyalty and tranquility, even sadness and depression.

• Greed, affluence, nature, patience, adventure, health, luck, balance, security, cooperation, renewal, and relaxation.

• Caution, nutrition, happiness, creativity, childhood, youth, joy, curiosity, lightheartedness, optimism, cowardice, disease, expansion and radiance.

• Fire, energy, comfort, abundance, warning, sweetness, festivity, excitement, communication, whimsy, fun, adventure, optimism, self-confidence, sociability, health, warmth, and enthusiasm.

• Power, energy, dynamism, vitality, violence, danger, rebellion, passion, bravery and courage.

• Tranquilizer, eroticism, sensuality, sexuality, femininity, love, floristic.

• Magic, supernatural, reflection, lucidity, experience, fantasy, femininity, solemnity, mysticism, melancholy, emotion, creativity, luxury, vanity and royalty.

• Masculinity, comfort, fertility, tranquility, depth and simplicity.

• Beauty, opulence, religion, materialism, vanity, arrogance, kindness, masculinity, and positivism.

• Wealth, femininity, intellectuality and melancholy.

• Innocence, purity, transparency and neatness. It is not exactly a color, but the union of all colors.

* You have to be careful with the color, because its meaning depends on the culture. For example: in France, red is associated with the masculine. Meanwhile, in Eastern countries, yellow and pink (together) are associated with pornography.

As you have seen, selecting the colors for your logo goes beyond personal taste. There is a psychological and cultural aspect that you must respect in order to transmit the true message to your clients.

I recommend you return to the list and look for the characteristics that define your company, product or enterprise. That's where the main colors for your logo will come from. Don't worry, you only need between 1 and 3 colors for your identity, no more. Remember the phrase: K.I.S.S. (Keep it simple, stupid).

Alright, now we understand the color. One question remains for the next part of this series:

Do shapes also have a meaning?

Thank you for your time. This particular lesson applies to any aspect in life where color is a factor. You can apply what you've just learned here.

Take good care of yourself, please! See you in the next part.

►Part I, II, III, IV, V, VI...