The speed of color information transmission is stronger and faster than the visual impact of points, lines, and faces. It is transmitted into people’s eyes at the speed of light of 300,000 kilometers per second, which is a kind of head start. Advertising slogan. Its "quick" function is used in some vehicles that indicate "emergency" and "danger", such as red fire trucks and white ambulances. It has the function of highly reminding people of their alertness and attention.

In the name design process, it is particularly important to use the feeling and association information of color to stimulate consumers' psychological associations and desires and build their own brand personality. For this reason, brand designers must carefully study and study the emotions and colors of colors. The sense of warmth and lightness of color, the sense of softness and hardness of color, the sense of area of ??color, the sense of space of color, and the sense of taste of color.

The feeling of color refers to the hue, chroma, and brightness of different colors. Color feelings that brand designers need to master

Color emotions

Red - enthusiasm, stimulation, warmth

Yellow ——Neutral, noble, quieter

Green——Neutral, vitality, youth, peace, quieter

Blue——gives people a sense of coolness, tranquility, and profoundness

White - gives people a sense of purity, cleanliness and desolation

Black - gives people a sense of solemnity, simplicity and sadness

The warmth and coldness of color

Red, orange, and yellow are warm colors; the intermediate colors between purple, blue and warm colors give people a cool feeling; green is a cool color.

The weight of color.

Colors with strong lightness feel light, and colors with weak lightness feel heavy. In other words, light colors feel light, and dark colors feel heavy.

The softness and hardness of colors.

Warm and bright colors feel soft and soft, while cool and dark colors feel hard and solid.

The sense of area of ??color

Dark colors give people a small area. Feeling.

The sense of space of colors

Colors with strong lightness feel far away, and colors with weak lightness feel close.

The taste of colors.

Yellow, blue, and green give people a sour taste, white, milky yellow, and pink give people a sweet taste, brown, dark green, and black give people a bitter taste, and red gives a spicy taste. Give people a warm and happy feeling: The cold color series gives people a cool, cold and quiet feeling. If cold and warm colors are used together, the feeling is that the warm colors expand outward and move forward, and the cold colors shrink inward and move back. Understanding the rules of color is of great practical value in choosing a brand name with prominent colors.

Color association refers to what consumers think of when exposed to a certain color, including thoughts, feelings, and physical forms. Content. The associations of various colors are as follows:

White - innocence, cleanness, brightness, whiteness, snowflakes. In addition, in Chinese folklore, white also reminds people of sad things.

Black - silence, despair, misfortune, terror, silence, solemnity.

Gray - moderation, mediocrity, humility, unfairness. >

Red - sun, flame, emergency, blood, celebration, passion, love, vitality, positivity, danger.

Orange - yang, positive, optimistic and enthusiastic. In addition there is deceit and jealousy.

Yellow - hope, wealth, authority, brilliance, wisdom, gold, happiness.

Green - vegetation, peace, environmental protection, growth, health, nature, quietness.

Cyan - honesty, calmness, ocean, vastness, longevity, negativity, wisdom.

Purple - elegance, nobility, magnificence, mystery, eternity, restlessness, and courage.

Gold - reputation, wealth, loyalty.

Silver - faith, wealth, purity.

Special note: When applying for a trademark, black is usually used as the trademark standard. Please note that the color can be changed during use.