This is closely related to Mistake #2. Many business owners choose their favorite colors for their logo simply because they like them. Big mistake. Colors are an important way of communicating subtle messages to your customers. Each color has a unique meaning. And using colors wisely in your logo can make a difference. So what does each color mean? A quick Google search will turn up pages of definitions (like this one). Here are a few examples:
Red—Associated with power, assertiveness, vitality, and leadership. Often used by leading brands (Coke, McDonalds, Marriott, Marlboro, etc.)
Blue—The color of the sky and ocean, blues represent relaxation, tranquility and peace. It also represents stability and trustworthiness (see the Duct Tape Marketing logo). More people say blue is their favorite color than any other color (men prefer darker blues, women prefer light shades).
Green—Symbolizes nature, freshness and health. Is it any wonder that British Petroleum uses green as one of its corporate colors?
Yellow—Represents cheerfulness, happiness, and light. It’s the first color the eye processes, but it can be difficult to make yellow standout among other colors.
White—Generally means purity, peace, and cleanliness. Think of Mr. Clean.
Black—Has many associations from luxury and elegance to evil and death. Black is often used by jewelers, car manufacturers, and other luxury brands to represent exclusivity and wealth.
Of course there are others—Orange, Purple, Violet, Brown, Gray, Tan—in millions of different variations—with other meanings.
Working with your designer (remember Mistake #1), choose colors that will help reinforce the ideas your business stands for and appeal to your customers.
One other note about using colors: Virtually all great brands have logos that work in a single color (or even black and white). Adding too many colors can make your logo messy and unattractive and can be expensive when it’s time to print letterhead, business cards, apparel, and more. Keep it simple.
