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The strategy that is used for UX/Ui design includes defining your mission, goals and values, and laying the foundations for designing your visual identity. Each website color is assigned different characteristics, so when looking at the logo in the color of their choice, they subconsciously assign it to the brand. If you are looking for help with the layout, ux design companies can help you achieve your goal.
Green represents freshness, health, relaxation, and ecology. In the United States, green is used in the symbols of institutions associated with the financial world, as it is the color associated with dollars. Brands such as Greenpeace or Starbucks have chosen logos in this color.
Blue is associated with stability, trust, and honesty. The logo in this color was chosen by PKO BP bank, Durex, and IBM, among others. The blue logos of Nivea and Danone are equally well known. Purple is used by brands that care to emphasize creativity, royalty, and wisdom. It has been chosen by companies such as Play and Whiskas. The use of purple in the logos of brands aimed at the youngest audience is popular. A good example is Milka, which is commonly associated with purple.
Milka’s purple became its trademark, registered by WIPO in 1995. The colour appears on all chocolate packaging, in the logo, and is the original coloring of the famous cow that gives Alpine milk. No other brand has the right to use the same shade as the chocolate maker.
Red is a color used by companies concerned with emphasizing boldness, energy, and passion. It is often associated with fast food, as it is a colour that encourages quick purchasing decisions. McDonald’s, KFC, and Coca-Cola chose red logos alluding to energy and spontaneity. For brands such as Adobe or Amica, the fiery color emphasizes the passion for creation.
As with purple, yellow has become a registered trademark for the Karcher brand (since 2005). Yellow symbolizes joy, optimism, and warmth – a sign in this shade has Lipton, DHL. Orange is associated in a similar way to yellow – it is a symbol of happiness, productivity, friendship, and accessibility for all. Brands like Nickelodeon, Fanta, Firefox, and Orange have opted for it.
Gray symbolizes authority, maturity, and stability. Gray is chosen mainly by well-established brands with long traditions, often operating in the automotive industry. Jaguar, Honda, and Mercedes-Benz have opted for this color. Black is reserved for brands representing strength, elegance, and prestige.
Playboy and MTV have opted for this color. White is rarely chosen for logo design because of the need to place the mark on a cultured background. The symbolism of white, associated with cleanliness and sterility, makes the color appear in the logos of medical and dental offices despite some inconveniences.
A multicolored logo is reserved for brands with diverse and comprehensive offers. For a long time, the Apple corporation used the rainbow sign. Nowadays, Google and Microsoft rely on multicolored logos.
Matching colors
Once you understand the strategic and technical aspects, it’s time to work. This is the moment when you get down to color matching and create a palette, following a simple rule:
- choose 1-2 main colors, and match them with
- 2-3 neutral colors, and finally complete with
- 1-2 accent colors
In practice, the main color is your first choice when working on your image, the color that embodies the most important message of your brand. The main color will gradually become associated with your company. In our case, the main colors are saturated pink and turquoise. We choose these exact colors as the background for our image photos. These colors also appear in closet items, office, and kitchen gadgets.
A neutral color will be the perfect background for the main color. It will help you combine your chosen colors and create room for them to coexist. Neutral colors are usually light, with little saturation, such as creamy beige, steel gray, etc. A neutral color can also appear in your typography, this time in a darker version. In our case, the neutral colors are two grays: a light one, which is the background, and a dark one, which is the typography.
The accent color is a complement to the main colors. It can be used on buttons on the website, in headers, or wherever you need to break the design with color.
In our case, accent colors are lighter shades of the main colors. With them, we can draw the viewer’s attention to text elements or carve out space for highlighted parts of the design. Accent colors can be saturated or pale. The personality of your brand will indicate which way you should go.