As you brand your business, color is one of the most important factors that you need to consider. You should, together with your team, select colors that will represent your business. Color is not just color, it should convey meaning. You should choose the appropriate colors that will suit your industry or business focus. You should also ensure that you get the right combinations if you are using more than one color. However, ensure that you minimize the use of color (not beyond 3) for your logo. You can check online to see which color combinations are appropriate and effective for use for a particular industry. You colors should also be strong (that is, sharp and visible) so that they can communicate effectively. Remember, it should not be about your favorite color, but rather what you want your logo to say about your company. You can also look at the world’s most valuable brands and how they have used color to get ideas on how you can brand your business in terms of color. These companies spend millions (often billions) on marketing and brand development and they KNOW a little something about the colors they’re using. Most of them use mostly primary and secondary colors or a restricted palette of one or two colors.
Every color conveys some values (normally expressed as ‘the psychology of color’) for example:
BLUE expresses Trusted, Conservative, Staid, Dependable, Honesty, Calm, Secure, Cool.
BLACK expresses Sophisticated, Luxurious, Formality, Style, Elegance, Expensive, Authority.
RED expresses Boldness, Passion, Strength, Attention, Love, Exciting, Action, Aggressive.
YELLOW expresses Logical, Optimistic, Progressive, Confident, Playful, Creative
ORANGE expresses Happy, Energetic, Sociable, Friendly, Affordable, Enthusiastic, Sunny.
GREEN expresses Nature, Wealth, Fresh, Life, Harmony, Environment, Growth, New.
PURPLE expresses Royalty, Mystery, Pomp, Ceremony, Creative, Unique, Majesty.
For multi-colored logos (rainbow-like), it may express Fun, Easy-going, Child-like, Internet, Multi-disciplinary, Authority.