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Colors do not exist beyond our perception. We can see them as a result of the stimulation of the optic nerves when beams of light shine out from objects. Different objects reflect different amounts of white light and absorb the rest, and it is from this phenomenon that the colors in which we see them derive. Colors suggest feelings as warmth (the range of reds), coolness (the range of blues), strength (black), etc. Consequently, they are of great importance to logo design. Besides, each color has its own particular meanings, which cannot be completely transgressed. Through the colors of its logo, a firm is able to transmit a message, its message. In fact, certain colors –alone or combined– may be even more representative of a company than its corporate logo.

Colors are such significant graphic and visual elements within the world of design that designers must be very careful when they make their choices. Colors convey feelings, emotions and whishes in a subconscious way. A catchy slogan can influence consumers to buy a certain product, but the choice is made at a conscious level: as the phrase is good, the buyer awards the firm with buying its product. Colors, on the other hand, capture people’s attention subconsciously, i.e. they do not even notice it. In this case, hence, consumers cannot tell why they have chosen a particular product instead of another. However, colors can be counterproductive: as much as they have a strong subliminal influence over the public, they engrave themselves –at a hidden level– on people’s minds and become hard to remember. On account of this, precautions need to be taken when choosing the colors for a logo, as misusing them will mean that potential clients take an instant dislike to a product without even being aware of it. Worse still, once this has happened, it will be very difficult to make them change their minds about it.

The design of a corporate logo is often thought so that it can be printed onto paper, as it should be suitable for the graphic media, e.g. street advertising, personal cards, advertisements in newspapers and magazines, brochures, catalogues, etc. As a result, if you decide that your logo should appear on the TV or on the Internet (digital media), you will notice that its colors –if originally adjusted to the chromatic palette that printing machines use– slightly alter. This palette is called CMYB, which stands for Cyan, Magenta, Yellow and Black. The palette that television sets use, on the other hand, is called RGB (Red, Green and Blue), and it is far more broad than the previous one. Therefore, your logo must be readjusted to it. That is why a design does not look the same on paper as on a screen. However, there is nothing to worry about. Although this cannot be helped, the alterations to your logo’s colors will be insignificant.

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