The Color of Commercial Logo Design Teaching Theory

Chapter VII Color and Standardization of Trademark Marks

Section 1 Color of trademark marks

First, color and psychology

The psychological response of color in people's performance is reflected in both perception and emotion. Perception is the perception of color caused by ten visual systems, such as color contrast, advance and retreat, visual illusion and so on. The emotion of color is in the category of thinking, and it is the symbolic meaning of color that acts on the visual system to cause people's specific association and abstract association with certain things, such as cold and warm, light and heavy.

1. Color perception

(1) Comparison of colors

Refers to the contrast phenomenon formed by the juxtaposition of two or more colors. A, color relative ratio. If the red and green are juxtaposed, the red is redder. The green is greener; a piece of purple is placed on a blue background and a red background, respectively, and the purple reddishness on the blue background is placed on the reddish blue on the red background. B. Brightness contrast: When two identical grays are placed on black and white, respectively, the gray on the black background appears bright, and the gray on the white background appears dark. C. Purity comparison: When a high-purity brilliant color is combined with a low-purity dull color, the high-purity color is more vivid, and the low-purity color is darker. D. Warm and cold contrast: If the yellow and blue are juxtaposed, the yellow is warmer and the blue is colder. E. Area comparison: Colors of different sizes are juxtaposed, large-area colors are the main tone, and small-area colors become visual centers.

(2) Advance and Fall of Color

In color, red, shuttle, yellow, and other warm colors have a sense of progress, blue and other cool colors have a sense of retreat; bright colors have a sense of progress, dark colors have a sense of retreat; bright colors have a sense of progress, dark colors There is a sense of backwardness.

(3) Color expansion and contraction White, warm, and bright colors have a sense of expansion and t-expansion; black, cool, and gray have a contracted sense. If you place the same size black block and white block on the gray floor, you will feel that the white block is larger than the black block. The same size graphics, white black background, graphics appear small; black white map, graphics appear large.

2. Color's "Emotion" and Symbolic Meaning

(1) Warm and cool colors: Red, yellow, and orange colors are warm colors; blue colors are cool colors; green and purple colors are neutral colors. Neutral colors appear cool in warm colors. Put warm colors in cool colors. Warm colors are people's associations with the colors of the sun and fire, and cool colors are the association of people with water, the sea, and the sky.
(2) Excited color and calm color: warm colors such as red, yellow and orange are excited colors, and blue colors are calm colors.
(3) The importance of color: bright colors, bright colors appear light, dark, gray and gray appear heavy.
(4) Soft, hard, strong and weak colors; bright colors appear hard, gray colors appear soft; white soft, black and hard. Vivid color intensity. Gray and turbid colors are weak; colors are strong, and black, white, gray, and other colors are weak.

(5) The gorgeousness and simplicity of the colors: gorgeous colors and gorgeous colors, grey lines are simple; bright and gorgeous, dark plain; warm and gorgeous, cold and plain.

(6) The movement of color: bright color, bright color, t warm color, and a sense of movement, lively feeling: dark, gray, cool colors have a sense of calmness and depression.

3. The association and symbolism of color

The association and symbol of color is a psychological process. Generally based on experience, life experience, and memory, it is a process of rising to an abstract concept through people's figurative associations. Due to differences in the same family, nationality, and region, as well as occupation, age, gender, and culture, the association and symbolic significance of color in different countries, races, and groups also differ. For example, the nations of Yellow, China, India, etc. will associate the sun, the moon, and hope. They are the special colors of the royal family and Buddhism. In the Islamic countries, yellow is reminiscent of the desert, the Gobi, and drought. It is a symbol of death. Red is reminiscent of the sun, lanterns, and red flags. It symbolizes passionate thoughts and revolutions. At the same time, it is red to remind people of fires and blood, and thus symbolizes danger, war, and terror. White is reminiscent of white snow, wedding dresses, and churches. It is therefore a symbol of cleanliness, purity, and holiness; but it is reminiscent of hospitals and mortuaries, and thus symbolizes sickness and death. Black is reminiscent of steel and coal, and thus symbolizes hardness and strength; at the same time, it reminds people of darkness and black yarn, and symbolizes mystery and sorrow. Of course, humans also have a common association. For example: Green makes people think of green mountains and trees. Symbolizes peace, hope, and life. Blue is reminiscent of water, the sky, and the sea, symbolizing quietness, distance, reason, and eternity. Purple is reminiscent of violets and grapes, symbolizing elegance, simplicity, and elegance.

Second, the choice of trademark color

In the many elements of the trademark mark. Color plays a decisive role. Through the perceptual stimulation and psychological effects of color, it can reflect the philosophies of companies and organizations' business philosophy or commodities. Therefore, the trademark mark is as important as the shape in selecting the color. In the use of color, suitable and fixed colors should be selected according to the needs of the enterprise or group, so that the public can have a fixed consciousness. Achieve visual focus in a multitude of markets and societies. The basic point of selecting color generally has the following aspects:

1. Based on the image and connotation of companies and organizations

According to the business philosophy, service orientation of the company or group, or the intrinsic nature of the product, choose the appropriate color to express the company's trustworthiness, the good quality of the product, and the company's development prospects. For example, the logo color of Japan's Osaka Gas Company is blue. We know that gas is a potentially dangerous product and companies or consumers want a sense of security. The blue color is a calm color, which is reminiscent of water, and water has a fire-extinguishing function, which creates a psychological message that conveys safety information to consumers. At the same time, the combustion flame of high-quality gas should be blue. At the same time, It also conveys excellent information. Therefore, the color choice of this company is very good.

2. Business or group based strategy

In order to make the company’s trademark different from other companies in commercial marketing and advertising media, it is necessary to choose colors that are beautiful, conspicuous, eye-catching, and unconventional to achieve the purpose of attracting people to quickly identify corporate brands. The color of the trademark should strive to be the same as the color of the main commodities of the company so as to achieve the spreading power of simultaneous diffusion.

3. Based on cost and technicality

Since trademark marks are widely used in various business applications and communication media of enterprises and involve various materials and technologies, it is necessary to accurately reproduce the colors of trademark marks and achieve the sameness. The use of multi-color logos or the selection of special colors (such as gold, silver, etc.) will inevitably involve a lot of color separation and color registration technologies and increase costs. Therefore, the choice of the color and type of trademark mark should be based on the business scope of the company, the aspects involved in the transaction goods, the media approach, the economic strength of the company, and the rate of return on profits. The color of the trademark logo can be selected from among the above three aspects, or can be considered comprehensively. According to the integrity of the performance of the corporate image, it is necessary to determine a single or multi-color combination.

Third, the classification of the trademark color

1. Monochrome sign

The monochromatic trademark mark is a simple and powerful expression image. It has the impression of the public and is deeply remembered. It is the most common type of trademark mark. The use of colors for monochrome logos should be bright, heavy, and powerful. The brightness cannot be too high because a large number of signs are printed on a white background. If the brightness is too high, it will not be able to pull the relationship with the white background, which will create a sense of ambiguity. For example, the trademark “Coca Cola” has selected a passionate, lively and bright red color because of its positioning as a young person in the beverage market.

As a background color, lined with white fonts, red and white characters, combined with beautiful, lively font design makes the brand full of dynamic and vitality. The trademark of Beijing Lenovo Computer Group Inc. chose royal blue as the trademark color. We know that blue can remind us of the endless sea. The profound universe symbolizes reason and eternity. Using this color can represent the broad ideals of this high-tech emerging company, strong strength and the courage to explore and enterprising spirit.

The logo of China International Packaging Technology Trading Company uses green as the trademark color. We know that the white pollution caused by the use of a large number of plastic products in packaging products is a major public hazard for humans. The development and use of environmentally-friendly packaging that can be naturally decomposed is a major trend in the development of packaging technology. This company uses green as its own logo color to illustrate the company's environmental awareness and business concept. The trademark of "SEVEN" brand chocolate directly uses the color of chocolate, the color of the trademark and the color of the product to be the same, in order to achieve the power of the simultaneous diffusion of trademarks and commodities. See the color picture for monochrome logos.

2, two-color logo

Many companies use two colors in their logos to pursue the harmony and contrast effects created by color combinations, increase the sense of color rhythm, and fully explain the special qualities of companies and organizations.

(1) Similar color combination: refers to a combination containing the same hue color, such as blue and green or blue and purple. The combination of similar colors is characterized by a harmonious color and easy to form shades. However, if the two colors are too close to each other, it is easy to visually produce a space-mixing effect and blur the image. There are two ways to deal with it. One is to open the brightness of two colors, and the other is to use white lines or graphics as a transition.

(2) Contrast color combination: refers to a combination of two colors that do not contain the same color phase as the color. Such as the combination of red and blue, red and green, yellow and blue. Contrast color is characterized by vibrant, intense, and irritating colors. However, improper handling can easily lead to clutter, dazzling and tacky effects. There are many methods of handling, such as: changing the brightness or purity of one party; narrowing the area of ​​one's color; mixing two colors with each other's colors or another color; using white spacing or crocheting and so on. See the color picture.

3. Multi-color combination logo

Combinations of three or more colors are called multicolor combinations. The multi-color combination gives people a colorful, gorgeous and enthusiastic feeling. It has a certain level of expression in the apparel industry, children's products, music, film and television distribution, sports games, food and other industries. However, the design is more difficult, and improper handling can also create a chaotic feeling. In addition to focusing on the area, purity, lightness, and color tone of the color, it is a good idea to coordinate with black or white. See the color picture.

4, the combination of black and other colors

Black is an achromatic color, and thus can be combined with any color to produce harmony; black has the lowest brightness in all colors, and thus can produce brightness contrast with most colors. Therefore, the combination of black and other colors can produce harmony, eye-catching, and stable effects, and is widely used in the design of trademark logo colors, see color pictures.