I’ve been involved in the creation process for quite a number of brands over the years, and here’s what I’ve noticed: People will hem and haw for weeks – months! – over the name of their brand/product, but then, once they’ve decided on a name, they just sort of hand it over to a designer and say “Turn it into something pretty. Can you get it done by Monday? I think the web designer said he needed it for something.”
But here’s the thing: When it comes to branding, people don’t just respond to a name – they respond to the overall look and feel. Like Gelada monkeys, who go nuts if they catch sight of a 3-inch scrap of leopard-patterned fabric, humans have strong, visceral reactions to colour and colour combinations. There’s a reason why cupcake boutiques use pastel colours instead of yellow and black in their logos: Yellow and black makes people think of auto parts, not delightful sugary concoctions.
That’s why I like this infographic. And remember: Colour is the first thing a consumer will notice about your logo. Are you sure you’ve picked a good one?
Infographic found here.