Colour Design of Company Logos

This research explored colour effects on branding between industrial sectors, and semantic meanings of logo colours via the methodologies of physical and psychological methods. Provided methodology and practical guidelines for logo colour design, and the impacts of culture on logos colour preference. The study of comparisons indicated that the most frequently used logo colour for both UK and Japan companies was blue, followed by white, red and black, whereas the least frequently used colour was brown. Red and black were more frequently used for logos in Japan than in the UK, white was more frequently used in the UK than in Japan. The psychophysical experiments provided an evidence that logo colour was strongly associated with industrial sector and with semantic meaning. Furthermore, new guidelines for logo colour design were developed to consider the relationships between colour, semantic meaning and industrial sector.

Autorentext

Deputy Head of Colour & Imaging Institute of Tsinghua University China Art& Science Research Center. 1996-2000 China Fashion Association (organizer of China Fashion Week) 2002-2007 Deputy Secretary General of China Fashion Colour Association Head of China delegation for InterColor Panel Marketing Director of China National Colour System