Psychology And Logo Design: Food
Next time you roll up at your favorite fast food restaurant, think about why you chose that particular venue and if their logo sprung into your mind during that decision making and if the colors used made you feel a bit ‘peckish’.
It is a common theme for major fast food restaurants throughout the U.S to use reds and yellows in their Logo colour scheme. These include famous big names such as Fatty Arbuckles, Taco Bell, Chiquitos, KFC, Popeyes and Wendys. It is often used in Logo Design to allure the hungry diner by using certain colours for which Red is well known to make people hungry or to raise blood pressure, Yellow is a colour of happiness and warmth.
When constructing a new brand identity for a product, the Logo Designers must take into account what effect each colour may have on its audience, for example, a food outlet with blue text in its logo would connote chilled prouducts and if another outlet had red text it could be closely associated with being fiery, hot and spicy?
This colour theory dictates that red and yellow Company Logos are also used to catch peoples attention. So it makes sense that fast food chains pay close attention at their Custom Logo Design, to snare our attention and pass by to eat there. As we know through our road signs Red is used on stop, exit, and wrong way signs; yellow for danger and caution signs. Being dangerous colors, others might say they should warn us not to eat at fast food chains since they are dangerous to our health.
One thing we can all agree on is that all restaurant logos are garish and bold, even more so when you are driving along the highway and haven’t eaten for several hours.


