Joseph's
eJournal
Tuesday February 13, 2007
COLOR IN LOGOS AND LABELS
What is a logo? A logo is an artistic element or graphical treatment of a company, product, or division name. The writers C. S. Wyatt & S. D. Schnelbach say, "A logo can be as simple as Mercury’s winged foot or as elaborate as the custom lettering on a soda can. Some logos combine art and lettering, others rely solely upon art. No matter what, a logo must be easily identifiable as yours and yours alone." Also according to the a label is an item used to identify something or someone, as a small piece of paper or cloth attached to an article to designate its origin, owner, contents, use, or destination. Below are a few examples of how color is used effectively in logos and labels.
In conclusion, logos are actually the names of the companies accompanied by a graphical element. However, labels are simply items used to identify the product and are not necessarily the name of the company that manufactures them.
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Windows is the most widely used operating system for desktop and laptop computers developed by Microsoft. A combination of cool colors (blue & green) which represent security and confort,and warm colors (yellow & orange) which represent warmth and energy, makes the Windows logo very attractive and appealing to the user, because the colors are soothing to the eyes. This combination of two warm colors (red and yellow) and two cool colors (blue and green) creates balance and harmony, therefore it works very well for the logo.
Once again the logos on the major credit cards apply warm bright colors because that causes them to stand out when placed in a wallet or purse, since there is a profound contrast between the colors and the background they are printed on. The designers here simply play with contrasting foreground and background colors to captivate the consumer. Considering how many consumers are deep in Credit Card debt, their marketing strategy in use of color seems to be working, since we tend to reach for that which grabs our attention.
NBC is referred to as the peacock network because of its colorful peacock There is no doubt that the family of warm colors (red,orange & yellow) that they used can appeal to the viewer's senses as they are channel surfing since they represent excitement, and will cause them to take a second look. The receding (cool) colors (violet, blue & green) create a sense of serenity to the viewer. According to Homes and Land magazine, color can be used to evoke a desired response and therefore play a significant role in how your advertising is perceived.
This label is for Priority Mail and is colored in Red, White, and Blue, that way it will cause the package on which it is placed to stand out because it contrasts well with the white background. White as the background denotes; pure, clean, and simple. Mail with this label is set apart from Regular mail, therefore it gets the mail-man's undivided attention, and is delivered expeditiously. One might also conclude that the red, white and blue is an implied symbolism of the American flag since the Post Office is owned by the Federal Govenment.
This gourmet basket with brilliantly colored packages of candy does a good job in targeting the younger audience. It also solidifies the observation by Chris Jackson of Sessions School of Design, that Color creates audience responses by stimulating emotions and communicating on levels other than reason and intellect. They even use Cartoon characters, with the warm colors to capture the consumer's attention.
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