How To Choose The CORRECT COLOUR For Your LOGO Designs

Main ideas & lessons

• Color heavily influences first impressions in branding

  • Research referenced from Color Comm says people make a subconscious judgment in 90 seconds and 62%–90% of that judgment is based on color alone.
  • Therefore, choosing the right logo color is crucial for marketing and brand perception.

• Start by aligning with the client’s industry norms

  • Example: In finance, blue is commonly used because it signals trust and security.
  • The point isn’t to copy competitors, but to understand what’s expected in that industry and how audiences typically interpret color.

• Use a structured “5 keywords” framework to guide color choice

  • The video proposes five dimensions to decide what color palette fits the brand:
    • Gender: Who the brand is aimed at (e.g., if aimed at women, choose colors that resonate with that market). Avoid cliché, but keep audience fit in mind.
    • Tone: Whether the brand is playful or serious (e.g., playful brands may use more vibrant colors).
    • Value: Whether the brand feels cheap or luxurious (luxury can be communicated using purple, gold, black).
    • Time: Whether the brand looks modern or classic, and choose colors accordingly.
    • Energy: Whether the brand feels loud or subdued/muted.

• Connect the color psychology back to the project brief

  • The creator recommends pulling key descriptive words from the client brief and mapping them to color psychology.
  • Example mappings mentioned:
    • Red → confident / dangerous / passionate
    • Orange → friendly, warm, energetic (also suggests change)
    • Green → natural and healthy
    • Blue → trust and security

• Overall principle

  • Before applying color, decide the brand personality and context (industry + brief keywords), then select colors that match those meanings.

• In-video example/competition

  • The speaker references a recent logo design competition for a retreat/hotel aimed at upper-class to middle/upper-class audiences.
  • They narrowed entries to five and selected “I designed by Philippe” as the winner because it matched the brief markers:
    • simple and memorable
    • appeals to the target clientele
    • strong color scheme, logotype, and layout
  • A future (next) competition is mentioned via the creator’s Community tab.

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Methodology / instruction list (detailed)

1. Step 1: Use industry context

   • Identify the industry your client operates in.
   • Note common color expectations in that field (e.g., blue in finance → trust/security).
   • Use this as a benchmark rather than a strict rule.

2. Step 2: Apply the “5 keywords” color framework

   • Ask the following questions about the brand:
     • Gender: Who is the audience typically?
     • Tone: Is it playful or serious?
     • Value: Is it affordable or luxurious?
     • Time: Should it feel modern or classic?
     • Energy: Is the brand loud/bold or subdued/muted?
   • Choose colors that match the answers and help build brand personality.

3. Step 3: Translate the project brief into color psychology

   • Extract key terms from the brief (examples given: strong, stable, healthy, natural).
   • Match those words to psychological associations:
     • Red = confident / dangerous / passionate
     • Orange = friendly / warm / energetic (also “change”)
     • Green = natural / healthy
     • Blue = trust / security
   • Use these matches to guide palette decisions.

4. Step 4: Apply color only after defining brand personality

   • The message emphasizes deciding personality/context before selecting colors.

5. Step 5 (example usage): Validate against the brief markers

   • In the competition described, the winner was chosen because it aligned with the brief requirements for the target audience and used an appropriate scheme/layout.

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Speakers / sources featured

• Speaker/creator: The YouTube channel host (unnamed in the subtitles; signs off with “the sunny future today”)
• Named design participant (mentioned as winner): Philippe
• Source referenced for statistics: Color Comm (research organization cited in the video)
• Music: [Music] (background music referenced, no additional source details)