The impact of color on emotions and behavior is undisputed. It plays an essential role in creating a logo that will be successful. Over the years, psychologists who specialize in color psychology have studied how colors affect our emotions. They discovered that color reactions can be affected depending on gender, age, culture, and personal preference.
The most used color combination in visual identity design is red, blue and white. The U.S. Flag palette can be seen on emblems belonging to companies from different sectors of society.
But before we discuss the meanings behind these colors in logos. Let’s also remember how the colors are explained within the context of U.S. flag. Red here is endurance and valor. Blue is diligence, justice, vigilance. And white is innocence and purity.
The U.S. flag is unique because its blue color, which is darker than the other flags of other countries, is remarkable. The Navy Blue shade was chosen because it is the most fade-resistant color. This was due to the lack persistent dyes in 18th century flags. The Navy had a longer lasting color. You will notice that the red is darker than the Navy because it has the same purpose.
Many companies and government institutions around the world employ the red, green, and white palette. The logo of the Philippines’ Department of Education is an example. These three colors could also be referred to as “logo of DepEd” or “logo of the Department Education from the Philippines”.
Red is one the primary colors. This color is associated with passionate and strong emotions, such as love. However, red can also have a darker side. It can be associated both with aggression and danger. Red is one of most intense colors. Its powerful energy can influence our psycho-emotional states (scientists discovered that the color red can even induce hunger). It induces people into action. This is the main effect. Only issue is whether the action will be aggressive, or positive. Most of the time, it depends on the hue.
Blue is associated with the sky, the ocean, and it promotes peace and tranquility. It is also associated intelligence, reliability, stability, and other positive qualities. There are many associations between blue and different feelings, such as sky, water, ocean depth or freedom. Despite these differences in perceptions most people share a common love for blue. That’s probably why blue is so popular in logo design. It is also a favorite colour of innovation and technology companies.
White is associated with simplicity. It can be used to denote purity, innocence or cleanliness. However, white can also be cold, hard, sterile and soft. White is a very unique color that has a deeper and more profound meaning than the others. It stands for spirituality, the invisible world, the light of consciousness and higher powers. White symbolizes freedom and the start of something new. It seeks justice, but it is always neutral and totally unbiased. White contains all colors equally and is therefore everything and nothing.