Uticaj boja u emocionalnom dizajnu logotipa

Abstract

This paper presents the importance of colors, i.e. their adequate choice when designing the logotype of companies and their products and/or services. Many researches, primarily in the field of psychology, agree that colors can positively or negatively affect the emotions of consumers. Companies often suffer great losses due to inadequate approach to this problem, by not adapting the colors of their logotypes to consumer needs. Colors, logotypes, signs and company name are integral elements of the corporate identity of one company, and as such, they make first contact with consumers. They communicate with them, primarily by influencing their senses, in the first place to the sense of sight. By adequate communication, an emotional relationship is established between the company and the consumer, which is the main precondition for creating emotional connections. The result of such relationships creates a sincere relationship, confidence-building and ultimately long-term consumer loyalty. By neglecting, above all, graphic elements of corporate identity, companies come into a situation not to achieve the recognition and uniqueness of their brands, and thus the chances of surviving, with strong competition on the market, are reduced to a minimum.