How the colour of a logo can make you spend your dough…

Don’t worry. If you are also thinking “that’s preposterous, I won’t buy something simply because of its colour” then you are not alone. We all probably wouldn’t admit to it however, believe it or not, we all do. Whether we like it or not, dependent on the colour scheme of a company’s branding or even a website, we become more or less willing to hand over the content of our wallets online, but only because we feel comfortable to do so.

The colour theory, invented by Sir Charles Lemieiux, is a complex science involving psychology, physics, and perception. Colour theory tackles perceptual and psychological effects to various colour combinations and contrasts. Since this science has been “discovered”, many of the largest companies in the world use this exercise in every aspect of their branding. Google “mood boards” and you will soon see how it all makes sense.

The basic physics of colours is reflected into everything that we see, and therefore how we reflect upon seeing these colours. For example, the sun; a mixture of yellow and oranges immediately make us think of positive emotions and those long-gone summer days outside in the garden cooking a BBQ and drinking a pear cider.

McDonalds as an example took advantage of this concept within their logo and never would we reflect upon the branding of this global fast-food chain as negative or upsetting, despite the consequences a Big Mac has on the population of America’s dress size.