Is a Color or Black and White Trademark More Attention-Getting?

 

It’s hard to depict a design of a trademark. Especially, when it’s your own business you’re designing a trademark for. It is considered a difficult task because once you've put it out there, people all over the world will recognize your trademark and you will have established a brand that could either make or break your chances of getting people’s attention.

 

That's what a trademark is all about. Attention. Even though the color thereof sounds irrelevant, it is quite important, as consumers will approach your brand with the eye first, before they even have a look at your products or services, which makes the differences of whether you will successfully be able to market your brand, or not. Trademarks are also known for striking an interest in the consumer, which sets the tone for their decision to remain interested in a brand.

 

Driving Consumer Attention: The Importance of Choosing a Color for a Trademark

When it comes to choosing a color for your logo, the simplest option and sometimes, seemingly the most effective option, is to choose black and white.

 

In the science of color theory, choosing the right colors could suggest a different response to a brand by consumers. According to research, each color has a different effect on the psychological response of the brain. Every color triggers a specific emotional reaction.

 

Color perception is real and that is why the most successful companies and brands choose a color to attract consumers to their brand. Either that, or they want to make the relevant consumer feel a certain way, so they will always return and remain a loyal consumer.

 

The Brain Responds Better to Color than Black and White

Some believe that trademarking a brand in color limits your rights of advertising a mark. Others believe that it is more appropriate to use a single bright color or colorful color palette, rather than black and white because it allows for a more creative manner of advertising and a better scale of marketing.

 

A lot of brands register their trademarks in black and white only, regardless of whether their trademark is in color. The reason behind this is that brands want the possibility of changing the color in the future. 

 

However, color is considered preferable over black and white. With that said, black and white are used by some of the most reputable and well-known brands in the world, such as CNN, Adidas, Nike, Apple and more. Nevertheless, just because the simplicity of a trademark works for exclusive brands, does not mean it is going to work for others.

 

Studies suggest, that the human brain prefers to respond to recognizable brands. It means that color is a very important element, which not only captures the consumer's attention but also allows a brand to create a greater identity for themselves. Brands are also advised in marketing, that they must pick creative colors, to keep up with their competitors.

 

Since color sets the tone and mood for your brand, choosing the correct color is essential. While black and white seem more professional, it is mostly not favored by the consumer. It also insinuates that you should require a deep understanding of the type of consumer that will be interested in your brand.

 

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