Your logo is a powerful, visual element. Ideally, it creates instant recognition and makes people feel more connected to your brand. The colors you select may play a more important role in this than you realize. In fact, color can increase brand recognition by up to 80%. So, which colors should you pick? That depends. What are you selling, and who are you trying to sell it to? Also, what kind of emotions and actions are you trying to evoke?
This article will dig into the psychology of color in order to help you select the right color scheme for your target audience. If you select the right colors, you can create a logo that has more impact than if you had simply chosen colors according to your tastes.
How Does Color Impact Behavior and Emotion?
First, the way that we see and process visual data is complex. This includes colors. How we see color can be influenced by our culture, experiences, context, and socialization. It’s not as simple a matter as yellow is upbeat, and blue is relaxing. For example, white signifies purity and innocence in some cultures, but in others, it represents death and mourning. Perceptions of colors can change over time.
That’s why it’s important to take a thoughtful approach to this. Color selection is a complex topic, and it should be done with all of your branding goals taken into consideration. Don’t make these decisions based on simplistic interpretations of pop psychology.
There’s another reason to take this process slowly. You should consider your logo a permanent part of your branding. Yes, it may be possible to make changes in the future, but that’s a complex task. Many brands have tried at this and failed. To get started, let’s get a better understanding of color.
Seeing Color in Logos
When you look at an object, it may seem as if you perceive everything about it at once. You don’t consciously see color, then texture, then shape, then size, etc. In reality, though, you do process the various types of visual input differently. Color is the first thing that you see. That may be why it’s such an important factor in recall.
The Meaning of Colors
Here are some general ideas about the ways in which colors are perceived. Keep in mind that these can vary according to culture. If you find symbolism that will be relevant to your target audience, that’s great. Just keep factors such as internationalization in mind.
Like most other colors, there are positive and negative associations. The positives are:
Historically, the color purple was only worn by the rich or royalty. It’s still a symbol of power and luxury. Purple also creates an aura of mystery and protection. There’s also a distinct, feminine feel. This is especially true with lighter or pinkish hues. In the United States and other Western cultures, it can also be associated with creativity and thought.
Lady Speed Stick, Hallmark, and Cadbury all have predominantly purple logos. These brands also market entirely or largely to women.
Red is bold, fiery, intense, angry, romantic, dangerous, even hungry. At least that’s what the color can mean in some cultures. In Asian cultures, it can mean luck, fertility, joy, and prosperity.
ESPN and Virgin all have red logos. As a sports brand, ESPN reflects the intensity of competition in their logo. Much of Virgin’s branding is centered around the lifestyle of a known adventurer, Richard Branson.
Because green is found so widely in nature, it only makes sense that people associate with the outdoors, spring, and renewal. It’s the color of choice for environmental organizations, efforts for peace, and brands that want to be associated with the concept of ‘natural’. Green also represents money, wealth, and in some cases, greed. It is also associated with luck and fortune.
John Deere and BP both use green in their logos. It’s easy to see why a company associated with farming would choose that color. BP changed to a green logo fairly recently in an effort to appeal to environmentally conscious consumers.
Blue is another color that is widely seen in nature. It appears in the sky and in the ocean. Because of that, people associate with tranquility and calm. It is also a cool color. Brands often use blue as a way to symbolize trustworthiness and stability.
IBM has even adopted the nickname, Big Blue. WebMD, PayPal, LinkedIn, and The Weather Channel all prominently feature the color blue as well. That’s not surprising since each brand strongly relies on trust and credibility. Oddly, blue can also symbolize a melancholy mood.
Orange can also be seen as bold, warm, and full of energy. People associate it with fall weather and fire. It’s also a harvest color. In eastern cultures, orange is associated with feasting, spirituality, even sacrifice. American’s also associate it with the Thanksgiving and Halloween holidays.
SoundCloud and Nickelodeon both use orange in their logos. As lifestyle and entertainment brands their designers may have wanted to exude feelings of energy and intensity.
We talked about white above. It’s connected with innocence and purity. There’s also an association with cleanliness which is why it’s used in medical settings. White Castle used white as a key color in its branding so that people would associate the restaurant with cleanliness. It’s also an important color in weddings in Western cultures. Finally, white can create positive and negative space for a stark, visually compelling look.
The cotton industries logo unsurprisingly features white. Not only is that the color of raw cotton, but it also shows cleanliness and purity that they want people to associate with cotton products.
Black is quite unique. On one hand, it symbolizes elegance, wealth, and power. It can also be associated with darkness, smoke, and uncleanliness. In some Asian cultures, it is a color that is used to create balance.
Black is often a confident choice of brands that are very well-established. Gucci, Prada, and Nike have black logos.
Your Colors Must Have Context
Okay, so it’s clear that colors can have many, often conflicting meanings. How do you ensure the colors you choose are perceived as how you intend them to be? The answer is context. For example, the color green in a logo with the recycling symbol is going to leave a different impression than the color green with a leprechaun and pot of gold.
The color scheme you choose should also be relevant to your product. There are certain colors that are largely associated with specific purposes. Here are some examples of that:
Pleasure: Pink, red, yellow, and purple are highly associated with pleasure. They work well with products of status and entertainment.
Practicality: Red, black, gray, blue, and green are associated with products that solve a problem.
You can also play with this concept. For example, luxury furniture blurs the line between functional and status. You could possibly use colors from both categories.
The color you choose may have positive associations in one context, but not in another. Consider the color yellow. Use it in a logo with flowers and other nature symbols, and it seems bright and cheery. Now, imagine yellow as the primary color in a logo for a company that makes dentures. Most people don’t want to associate the color yellow with teeth!
Color Text and Typography
The best way to use color is to consider the text and typography that will accompany it. Font and tagline are key tools for adding that context that you need. Typography can really add to the overall aesthetic of your logo. Text, of course, makes it clear what your brand is about, and what your logo is communicating.
Think of color psychology as one of many tools. Use it to help you as you try to select logo colors for maximum impact. Then, take other factors into consideration such as your target audience, tagline, and other branding considerations. If you do these things, you should be able to find the ideal color combination for your brand.
Estelle Liotard is a senior writer, blogger and editor at EssaySupply, a professional academic essay writers service. She writes high-quality essays on digital marketing, online sales and their related industries for some best custom dissertation writing services with the intent to share practical advice with likeminded readers. In her spare time, Estelle blogs and likes to stay informed about mass communication trends.
Marketing for manufacturing companies is paramount during the early stages. Want to get clients who place million-dollar orders with your company? One word: Marketing. Most manufacturing companies get their orders from loyal customers who keep returning for more. This begs the question: How can a new company stand out and get their first customers? Marketing is paramount if your manufacturing company is in the early stages i.e. a start-up.
There are hundreds of potential approaches for manufacturing company marketing that an owner can use to make their products known. This guide will focus on the basics that manufacturing companies need to start marketing their company and create the foundation for future growth.
The ultimate goal here is to help your manufacturing company build a loyal customer base interested in placing huge orders on a recurring basis.
Recurring clients are the key to marketing for manufacturing company.
Understand The Customer
Use reverse-psychology to determine what the customers in your industry want – and give it to them. This is a proven method to get a head-start in a competitive industry when other manufacturers might slip. Instead of focusing on the company, focus on the customer and what they need. Put yourself in their shoes and imagine what you would do if you were looking for a manufacturer to order from. The buying process usually goes like this:
The customer needs X product in your manufacturing industry.
The customer researches 5-10 potential manufacturers to buy from.
The customer makes a decision based on metrics such as: price, brand, reputation, customer reviews, etc.
The best way to take advantage of this process is to offer an advantage that none of the other companies are offering. Example: If you’re an electric bike manufacturer and the average bike costs $2000, you could make your bikes cost $1499. If the product quality is kick-ass, the customers will keep returning for more.
Develop A Marketing Strategy (SEO, PPC, Alibaba, Social)
Marketing a manufacturing company is different because you’re essentially in the B2B (business-to-business) company and your target market are other entrepreneurs who purchase the products to re-sell at their stores or online businesses. However, this doesn’t mean that those people can’t be reached in the same way that other regular customers can’t. In fact, many of them are actively researching companies to buy from which makes it easier to market to them.
The key to reaching these people is to develop a marketing strategy that caters to people in your industry. Start by developing a presence on trade websites such as Alibaba and Global Sources where you can place your product in front of millions of people looking to buy from manufacturers directly.
Combine B2B marketplace presence with SEO and PPC strategies in your niche in order to cater to people directly looking for these keywords on search engines. Example: An electric bike parts company could target keywords like “Buy electric bike battery”. Smart placement gives you an advantage over all other competitors and you must utilize all marketing avenues at your disposal.
Need improvements in traffic, sales and leads? Call Sandy, top ranked SEO expert @ 775-870-0488.
The average business spends 5-10% of their annual profits on marketing (according to CMO Survey). In manufacturing, the average budget for marketing is 8% of the company’s annual profits. This guide will help you get a clear overview of how much you should plan to spend on your marketing budget and how to devise your profits accordingly.
The average amount varies significantly based on the size of the company and how established it is. We’ll have a look at how different companies perform based on the number of customers and total annual profits. The following figures represent average spending for manufacturing companies based on annual growth:
Manufacturing companies that grew by 1-15% in the last year spent 8% of their annual profits on marketing expenses.
Manufacturing companies that grew by 15-30% in the last year spent 20% of their annual profits on marketing expenses.
Manufacturing companies that grew by 30-100+% (highest) in the last year spent an average of 50% of their annual profits on marketing expenses.
On average, the higher the growth % of the manufacturing company, the more it spends on advertising. This is partially because new start-up manufacturing companies spend more on advertising and experience higher growth.
Example: If an electronics manufacturer generates $700,000 in annual profits – on average they will spend $56,000/year (8%) on marketing or $4600/month. However, there is no guarantee that same company won’t spend $350,000/year on marketing – or roughly 50%. This all depends on the individual business’s objectives and what they’re trying to achieve.
How Much Should A Manufacturing Company Spend On Marketing?
Read below to find out how much you should spend based on your growth rate. To plan your marketing budget, think about what stage your manufacturing company is at. Is this a new start-up company or are you established and already have a steady supply of customers?
If you’re an early-stage company aka a “start-up” you should spend more on advertising because you’ll need to get your first customers through the door. If you’re established and have a steady supply of customers, you should consider upgrading your production capabilities and lowering your marketing expenses.
New Manufacturing Companies
Recommended Spend: 30-50%/year
Start-up companies should spend higher amounts on their marketing. This is usually in the 30-50% revenue range for newcomers. If you don’t have any customers yet and can’t predict what your profits are going to be like, start small-testing with budgets such as $1000-5000 and then gradually ramp-up your ad spend. Instead of risking it all on a large marketing campaign, you need to familiarize yourself with the market and adjust your budget according to the results.
Determine how much you should spend based on the product you’re selling. If you manufacture a unique product which is hard to come by, you could spend as little as an established company (10-20%). If your product is highly popular and easy to find, you should spend the maximum amount possible to stand out.
Established Manufacturing Companies
Recommended Spend: 10-20%/Year
Established companies should spend less than start-up companies because they have the momentum and they need little money to stay competitive. The advantage they have over start-ups is a consistent client base that keeps re-ordering from them. This means they only need few new clients to replace older clients and fulfill their manufacturing quota.
On average, an established manufacturing business should spend 10-20% of its yearly profits on marketing. This should be adjusted according to the competition level in your industry. If you’re in a very competitive industry you may want to go above 20%. If the competition is lower, you can reduce spending accordingly.
Failing/Stagnant Manufacturing Companies
Recommended Spend: 5-10% More Than Current Budget
If the manufacturing business is struggling with net-negative profits, you need to increase your current budget by at least 5-10%. The marketing budget might not be the only thing affecting your profits (consider product revisions), but if you’re in an aggressively competitive industry then marketing can have a serious effect on the success of your product.
Start by increasing the budget for a trial period of 6 months and see how it performs. If you’re seeing an increase in sales, consider bringing the budget down to the previous levels. If you’re satisfied with that progress, make a decision on whether you want to keep the budget increase.
Have more questions? Call, email or text Sandy, leading manufacturing SEO expert at 775-870-0488.
When new users visit a website, their eyes go directly to the logo design. Not many of them will take their time to concentrate through the long paragraphs just to get a quick hint about your website. They will gauge your brand right from the logo design. Logo and branding can have a profound influence on consumers’ decision making, according to a study published on psychological science in 2013. Therefore, your logo has to convey your business message in a fascinating way.
Ask out there and you will concur with me that logo designing is one of the most challenging tasks you can undertake. Designing is what happens in your head.So you have to think critically and be as creative as possible. Sketching and photoshops are just but the results of what you have been thinking. However, you may count yourself lucky to have browsed into our site. We have suggested some cornerstones that may make the whole process fun and exciting journey for you.
Make it simple
A scientist by the name William Lidwell said, a simple logo simply means people like it at a gut level, without thinking about it. Keeping your logo simple makes it easy to interpret at a glance. This elicits an immediate consumer’s emotional reaction and if the message is strong, they will have to read further through your website.
According to William, simplicity gives you originality. You develop a brand that you will want to build on for generations to come. For example, if a simple viewfinder in line art can do well as a photography logo design then there is no need for a complex camera illustration. However, this should not be equated to a shallow brand message or mild business model. It should be quite the opposite. It should be simple and clear with stronger and more persuasive information.
Color is known to have the ability to boost the chances of natural stimuli to be encoded, stored, and retrieved (Malaysia Journal of medical science research published on NCBI). The same study has it that the choice of color and the manipulative aspect can determine the extent to which color can influence human memory performance.
Besides, color is a form of non-verbal communication. Each of them has its unique perception and this varies depending on society and culture. For instance, an orange logo may give an impression of an inexpensive product in most western countries. In the Netherlands, however, it is associated with a royalty lifestyle. Therefore, you need to choose one that is relevant to your target audience.
Use relevant graphic
People make an elaborate assessment of a company product based on the shape of the logo. A mere angular or circular shape of a logo is enough to influence the perception of consumers about your brand. Research has it that circular shapes evoke associations related to softness. It makes the company to be regarded as being warm, caring, and sensitive to customers’ comfort. On the other hand, angular shapes activate association with hardness. Products advertised with angular logos result in the perception of heightened durability.
It may be just a transformed letter or wordmark logo design, or it may include an image. Whichever the case, the shape that it takes communicates a lot. Think of the Federal Express logo, FedEx, with a hidden arrow created by negative space between letters E and x.
Lindon Leader, in an email interview, said that they developed over 400 versions of logos before coming up with such creativity. That tells you how it is difficult to come up with a memorable logo. According to him in the same interview, the arrow suggests getting from point A to point B, with speed and precision. Though regarded as accidental, I feel it is the happiest accident I have ever heard of because it has won the company several awards.
Ideally, the right font makes the reader feel good and science has proven that. This applies to logo designing as well. However, in logo design, it is not all about how readable the font may be, but it has a direct impact on how people will distinguish your brand. Here are some commonly used typefaces in logos and the perception that they will have on your brand.
Serif font: is stable, respectable, and traditional. Even though it is an old fashion, it is still a hot cake for many modern financial companies. It builds trust with the target audience.
Sans serif font: it is clean, straightforward, and clear to enhance readability. It makes the company to be recognized as being sensitive and honest. It is the standard for digital design and gives most websites a modern feel.
Script font: is feminine and flowing. It mimics handwriting and therefore creates a more sincere feel than the ‘typed’ ones. It gives the perception of elegance, creativity, and freedom.
Display font: is big, bold and unconventional. It may be appropriate for a company in entertainment.
Decorative font: It is unsuitable for body copy and, therefore, best reserve for headlines and short copy that work to draw attention. It elicits fun, creativity, and originality.
The best typeface to use in a logo for clients is more of a debate, and this will depend on your brand and personality. Choose wisely because every font sets a different mood or client’s emotional reactions.
Your target audience should determine your logo design.
Everyone is not a demographic. That simply means you can’t offer products or services that are for everybody. Therefore, thinking of a logo design that targets everyone is misleading. You must have your target audience; those whom you regard as potential customers. It may be determined by a specific gender, age, ethnic group, marital status, location, lifestyle, and much more.
The bottom line
A logo doesn’t have to be hard to design if you follow the above steps that we have discussed. The most important thing is keeping it simple and choosing its components wisely in regard to the type of business and target audience demands.
:::::::::::::::::::::::::::::::::::::::::::::::Looking for a local logo designer in Reno? :::::::::::::::::::::::::::::::::::::::::::::
Hello there! I’m Sandy, owner of RenoWebDesigner.com, Nevada’s top Web Design Company. I would LOVE to help bring your vision to life. I can be reached via text, call or email anytime. 775-870-0488.
Discover how to generate interest in your book through proven online marketing techniques. Learn methods to cultivate sales and build relationships with fans and other potential customers. Gain expert advice on how you can get the most out of websites, email, social media, analytics and search engine features.
Special guest, Sandy Rowley, a leading digital marketing and web design expert based out of Reno Nevada, will share one on one expert marketing strategies for 30 minutes. Bring your toughest marketing questions for this live round table discussion. www.RenoWebDesigner.com 775-870-0488
#renoseo #renowebdesign #renomarketing