We all know that the sense of sight is one of the most important, if not the most important, of the five senses of the human body. One can’t describe the sunset to a blind person, and that is because seeing something can touch the heart of the viewer, his very essence. This thereby makes color absolutely essential to the message that a picture is supposed to transmit; it is a form of communication and an integral part of our daily lives. Color arouses emotions in every one of us, these emotion have been ingrained in us since childhood, thus color has the power to influence thinking, alter actions, and bring about reactions. It can aggravate or soothe the eyes, repress appetite or elevate blood pressure. Our moods and feelings are affected by it, and research shows that color influences the hormones. Customer appeal is most powerfully influenced by the application of this color theory.
According to studies, color has the ability to shape our buying habits. Different colors generate various feelings, which therefore play in an important role when designing your logo. The “Nickelodeon” logo
for example, in its’ orange color, connotes playfulness, fun, and youthfulness. Different shades of green and brown are associated with nature and the environment, making it the ideal colors for logos of eco- friendly companies. Think- Go Green 
and the recycling logo. On the other hand, green also conveys a sense of calmness, a good choice for people in the medical field. Purple is one of those colors usually associated with royalty and mystery prestige. You can see this color in the Hallmark logo
as well as in many education related and luxury products. Black on the other hand denotes power, it is common in logos for its boldness, simplicity and sophistication.
The “Isolation Effect” is an important psychological tool, that motivates the mind to focus on specific items, by making the items stick out like a “sore thumb”. Research shows that participants are able to focus on and recall an item far better be it text or an image when it blatantly sticks out from its surroundings. For example, when shopping for a product, the web site has sales which are typically in a color that contrasts it’s background. For example when shopping online the word sale will always be in a color that will be distinct.
In a study called “Impact of Color in Marketing”, researchers found that most of quick judgments that are made about a product is based on it’s color. In regards to the role color plays in branding, studies show that the pivotal role in the relationship between the brand and color is the perceived appropriateness of the color being used for the particular product, meaning does the color fit what is being sold. It is therefore crucial to choose wisely and to think through which message you want to convey so that the final logo will make a desirable impact on the consumer.
