Maeve Catherine

Colors are key components in the ways audiences perceives and remembers a brand or product. This idea is known as color psychology.

According to Bailey Maybray, “Color psychology is research about how color affects human behavior and emotions. Different colors, hues, and tones bring up distinct associations that impact human mood and decision making”.

When looking at creating a new logo for Fortified Performance I found it very important to stick with the dark blue hue. The color blue is associated with adjectives such as loyal, dependable, social, and respectful. If I were to be looking for a personal trainer it would have to be someone I feel is trustworthy and at first glance of a logo specific colors would lead me to that conclusion.

Take a look at these six logos. Which coloration brings you comfort for a successful health and wellness journey?

Orange

Orange is most known for being part primary color of Nickelodeon and Cheetos brand which are two brands based on confidence and creativity. While Fortified Performance is empowering clients in creative ways, the color orange is also associated with being slow or being sluggish because of construction signs.

Yellow

• Row 1. The first yellow screams joy and happiness due to the gold-ness. Marisa the founder of Fortified Performance is a joyful person however the goal of this logo is to sell the services more than with the person.
• Row 2. The second yellow is still a yellow but due to the hue it has a negative mood. Yellow is similar to orange as it is used as a way to tell Americans to slow down or to proceed with caution. The goal of a logo is to invite people in however this shade of yellow will do the complete opposite.

Green

Green is associated with a health, nature, and overall life. Fortified Performance is focused on inviting people to be their best selves through healthy practices which makes it a better option then the yellow or orange logos.

Blue

Just like 33% of the top brands I believe that blue is a great option for a logo (Maybray). Specifically the Fortified Performance logo should convey professionalism, calmness, and trustworthiness. The color blue radiates these four adjectives but I would worry about the lighter blue being too cool for a strength focused brand. When I think of the word strength I think of a bold shade.

Brown

Another color representing nature on earth. This also leads consumers to associate brands with the color to be reliable which is to be said about a number of brands but brown is a hard color to use correctly. For example it is best used along side brand involving nature directly such as a boy scout troop.

Each of these colors do represent attributes about the company however the hues and gradients of these colors impact the ways that consumers perceive a brand. Deyan Georgiev explained that “Color psychology stats show 26% of people associate the orange color with cheap products. More than one in five (22%) correlate yellow with affordability. According to 13% of consumers, brown is the color that best fits cheap products”. Upon first interaction with the brand you want audiences to have a positive outlook and through further exploration of the company these colors’ positive attributions will be primary. For example Marisa can use the variations of green, yellow, brown and blue in her social media posts because the positive correlation the logo colorations make. Overall there are ways to alter the perception of colors based on the use of other colors.

But which logo who you choose?

Works Cited

Maybray, Bailey. “Color Psychology: How to Use It in Marketing and Branding.” The Hustle, HubSpot, 11 July 2023, blog.hubspot.com/the-hustle/psychology-of-color.

Marshall, Sarah. “Color Meaning and Symbolism: How to Use the Power of Color.” Canva, Canva, 2023, http://www.canva.com/learn/color-meanings-symbolism/.

Georgiev, Deyan. “63+ Color Psychology Facts for Branding Strategies in 2024.” Review42, 13 Feb. 2024, review42.com/resources/color-psychology-facts/#:~:text=Colors%20alone%20can%20influence%20up,%25%20of%20shoppers’%20purchase%20decisions.