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Color

Research has shown that changing the color scheme of a marketing campaign can change our buying motivation by 80%. The connection of colors with emotions has been imprinted in our brains since the days of our ancient ancestors as a means of survival. For example, it is no coincidence that red (the color of meat and blood) can increase a person’s heart rate and stimulate appetite.

Let’s take a look at some of the characteristics commonly associated with colors:

White: peace, purity, sophistication, innocence, simplicity, submission, truthfulness.

Black: authority, strength, classic, mysterious, serious, traditional, conservative, formal, simple, sophisticated.

Red: danger, energy, excitement, action, adventure, aggression, love, passion, strength, vigor, appetite stimulation, urge.

Yellow: happy, joyful, careful, cheerful, cowardice, curiosity, playful, optimistic, youthful, clear.

Orange: carefree, upbeat, creative, cheerful, enthusiastic, cheerful, approachable, approachable, confident.

Blue: calm, safe, authoritative, dignified, trustworthy, powerful, successful, loyal, outstanding.

Green: nature, wealth, fertility, relaxation, freshness, calmness, freshness, environment, health, healing.

Brown: natural, simple, calm, deep, serious, utilitarian, earthy, subtle.

Purple: royal, beautiful, sophisticated, fair, noble, mysterious, fantastic, ceremonial.

Pink: feminine, soft, calm, gratitude, gentle, graceful, floral, innocence, appreciation, gentle, romantic.

Gray: neutrality, authority, plodded, practical, respectful, gloomy

The font is just as important

Type has the same effect as color, in the sense that they can subconsciously influence mood. For example, soft, rounded fonts can relax and calm you, while sharp, angular fonts tend to keep you focused.

When choosing a font, your most important priority should be readability. If people can’t read the words, they definitely won’t understand what your company is doing.

Be original when choosing a font. This does not mean that you have to create a new font from scratch. More often than not, just taking a font and tweaking it a bit can achieve great results. Try to find a font that matches your company’s aesthetic and change something about it. It can be as simple as customizing one letter, perhaps connecting two letters, or adding a dividing line. The main thing is to make your logo font unique and different from the default font.

Forms also carry emotional characteristics.

Even if you don’t explicitly use any shapes in your logo, pay attention to the quality of the font or icon. What are its shape characteristics?

Circles: integrity, continuity, perfection, unity, love, friendship.

Triangles: stability, reliability, seriousness

Triangles: strength, science, religion, law, seriousness, masculinity.

Vertical lines: strength, power

Horizontal lines: calm, safety

The purpose of a logo, or any symbol for that matter, is to express an idea. Be aware of every visual aspect of your logo and the impact it can have on the viewer. The logos that have the most impact are simple, unique, and carry a message that’s easy to identify.

We hope this helps you better understand the process behind logo design.

Moris Akline
About author

Speculative operations in the foreign exchange and stock market. Work with futures and indices on CME. Work on FORTS and RTS. Development of portfolios and investment strategies for clients. Knowledge of technical (price charts of various types, indicators and oscillators, trends, channels, support / resistance levels) and fundamental analysis, take note of news. I work according to my trading strategy in compliance with the rules of capital management and risk management. Development of trust management strategies. Technique of order execution, placing and changing protective stop-losses, hedging.
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