Colour Theory in Branding: The Most and Least Used Colours in Logo Design
Colour is hugely important in branding and logo design. While we often focus on what colours brands use, a new report takes an alternative approach by identifying the least used colours in logo design. In this article, we’ll explore the rarest and most common colours used in logo design, and what this means for brands looking to stand out in a crowded marketplace.
The Rarest Logo Colours
According to a dataset of over 15,000 designs, Bynder identified pale pink, mint green, and violet as the least used colours in logos. Pale pink, in particular, was found to be the rarest, making up just 0.01% of all logos.
Senior Director of Content Marketing Ljubica Jovanova explained that colours like mint green and pale pink are often associated with softness, calm, and subtlety, which may not align with the bold, attention-grabbing nature that many brands aim for in their logos. However, Bynder suggests that these pale colours should not be written off so quickly.
The Most Popular Colours in Logo Design
On the other hand, white and black were found to dominate logo design, with white being the most common, appearing in 70% of all logos. Black appeared in 16% of logos, followed by Midnight blue (14%) and Crimson (13%).
Jovanova noted that white and black are timeless, versatile colours that offer a high level of flexibility across different mediums. White is often associated with simplicity and clarity, while black conveys authority and sophistication.
Why Choose Uncommon Colours?
Bynder suggests that choosing rare or unexpected colours can provide brands with a distinct edge, instantly setting them apart from competitors who rely on more traditional shades. Uncommon colours not only create instant recognition but also evoke unique emotional responses, allowing brands to be seen as fresh, innovative, and different.
By choosing colours that aren’t widely used in their industry, companies can disrupt consumer expectations, signaling creativity and a willingness to break away from the norm. This approach can also appeal to niche audiences who are drawn to originality, helping brands foster deeper emotional connections and build a more memorable presence in the minds of consumers.
Conclusion
In a market where first impressions form in just 0.05 seconds and signature colours increase brand recognition by 80%, getting your logo and colour choices right is crucial for brand recognition. Bynder’s findings suggest that brands should not be afraid to experiment with uncommon colours to stand out in a crowded marketplace.
FAQs
Q: Why are pale pink, mint green, and violet considered rare colours in logo design?
A: These colours are considered rare because they are not commonly used in logo design. According to Bynder’s dataset, pale pink is the rarest, making up just 0.01% of all logos.
Q: Why do brands often choose white and black in their logos?
A: White and black are timeless, versatile colours that offer a high level of flexibility across different mediums. White is often associated with simplicity and clarity, while black conveys authority and sophistication.
Q: What are the benefits of choosing uncommon colours in logo design?
A: Choosing rare or unexpected colours can provide brands with a distinct edge, instantly setting them apart from competitors who rely on more traditional shades. Uncommon colours can also evoke unique emotional responses, allowing brands to be seen as fresh, innovative, and different.
