Some logos are so rooted in our society that the simple evocation of their appearance makes it possible to identify them:the famous bitten apple, the comma, the diamond mark... You don't need more details to know what we're talking about, n 'is this not ? One of the undisputed leaders in the field is of course the famous yellow "M" planted on a red background which helps out when an acute cooking flemingitis has set in. It's obvious, we're talking about the fast food chain Mc Donald's. But has anyone ever wondered two bright colors were chosen for the logo? Color psychology specialist Karen Haller does! She explains on her blog that yellow and red have very specific meanings both separately and when combined. According to her, “the emotions and mood conveyed by this color combination is perfect for [McDonald’s] target market .
Let's start with the symbolism of each color. “Red triggers a certain stimulation, appetite, hunger and attracts attention. Yellow is synonymous with happiness and conviviality “, specifies the expert (Ah, we understand better the “Come as you are”!). And the combination of the two communicates speed:“You come in, you eat and you come out ". Latest revelation on the brand strategy:"yellow is the color most easily spotted in daylight, which is why the "M" of Mc Donald's stands out even from afar ". And the brands know it very well, the choice of colors must be thoughtful and meticulous because they particularly speak to customers. “The language of colors is transmitted to the brain faster than words or shapes because they directly influence our emotions concludes Karen Haller. Well, we'll think about the manipulation exerted on us the next time we walk through the door of the fast food restaurant... Oh well, after all, we don't really put up any resistance!
