In the history of the development of the logo culture, the status of color is very important. As a non-language form of sign language, the information to be conveyed is very limited, and color is a powerful force with its crisp, eye-catching visual transmission characteristics and symbolic power.

Due to the rapid increase in the rhythm of people's lives in modern society and the rapid development of various mass media, modern people have access to a large number of corporate logos or trademarks. This requires the sign to be the same as the signal, with a high degree of discernment, so that the public can focus on a certain sign in many signs, and leave a deep impression on a sign in the shortest possible time. Therefore, if the packaging color is the factor that contacts the first line of marketing and attracts the public, the color of the logo is the most concentrated, most constant, and the largest amount of color identification factor. No matter how the packaging design changes, the color of the logo is relatively stable. Therefore, the use of civil standards in logo design not only serves to attract consumers' attention, but also enhances the memory of the public, so that consumers leave a deep personal impression on the logo and become more familiar with the memory. Causes associations, creates feelings, establishes consumer confidence.

In the commodity world, the magical power of the color of logos can be felt everywhere. For example, Fujifilm's packaging is green, and the trademark uses its complementary color, red, to achieve a strong contrast. Kodak's film packaging is yellow, and its logo uses a bright red contrast.

The color arrangement of logo graphics should take into account the relationship between various hue brightness and purity, and study people's feelings and preferences for different colors. The specific requirement of the color of the logo is to use simple colors, it is best to use a color to unify the graphics, otherwise it will give people a messy, difficult-to-recognize feeling, so that the logo will not achieve its intended effect.

There are three basic methods for the configuration of the logo color: one is the matching of the primary colors; the second is the matching of the same color; and the third is the matching of the complementary colors.

Take the packaging of Kodak film. For example, the yellow on the Kodak film case is reminiscent of the warm sunshine, the golden spirit of the sun, the red mark on the dark yellow bottom, the eye-catching, creative, and huge economic benefits. Kodak used a complementary color matching method in the configuration of the color - this color configuration, the contrast is clear, the graphics are particularly eye-catching and bright, can give people a strong visual impact.

Reproduced from: CHNdesign