I’m a psychologist & here’s why shop logos look the way they do – from Aldi’s persuasive blue to B&Q’s creative orange

SUPERMARKETS and high-street stores have plenty of tricks up their sleeves to try and get us to spend our money.

But few people realise that the sneaky sales techniques are in play way before you enter the shop – and it all starts with the company logo.

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Giulia says the red in the Home Bargains sign conveys a sense of “urgency”[/caption]

Giulia Bianchi, who is a psychologist at Glow Bar London, has revealed how specific colours convey different messages and spark different emotions from consumers.

Speaking exclusively to Fabulous Digital, she analyses everything from the “urgency” conveyed in the red and blue Home Bargains sign, to the clever use of vibrant orange by B&Q to help encourage “innovation.”

HOME BARGAINS – RED AND BLUE

Psychologist Giulia explains that the choice of “attention-grabbing” red in the Home Bargains logo helps to convey “urgency,” while she notes that blue connotes “trustworthiness, reliability, and
dependability.”

She explains: “Brands often use this colour combination to create
confidence and brand loyalty among their customers.

“Home Bargains uses a blend of red and blue to create a memorable and visually striking branding, emphasising their dependability, urgency, and reliability.”

ASDA – GREEN

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Giulia says that Asda’s choice of green helps to create a calming effect[/caption]

Giulia notes that Asda predominantly uses green in their branding to reassure their customers that they offer “fresh, organic produce.”

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“This creates a calming effect, assuring customers that they are getting high-quality and safe products,” she explains.

“The positive impact of this colour can promote a better shopping experience and increase sales.”

MORRISONS – GREEN AND YELLOW

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The psychologist says the choice of green emphasises “cleanliness”[/caption]

Giulia explains that the green used in Morrisons‘ logo is a “rich and eye-catching colour that emphasises cleanliness, safety, and organic products and procedures.”

She goes on to say that the colour also shows the brand’s commitment to growth and development.

“Yellow creates a feeling of positivity and optimism, making customers feel cheerful and welcome, promoting creativity and openness,” the psychologist continues.

“The blend of green and yellow in Morrisons‘ branding creates a memorable and consistent look and feel that appeals to their target customers.”

BOOTS – BLUE

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Giulia says the blue Boots logo conveys “confidence, reliability, and trust”[/caption]

According to Giulia, blue is a “powerful” colour that “evokes confidence, reliability, and trust” in a brand.

“When it comes to beauty and cosmetic products, consumers are particularly sensitive and cautious due to potential adverse reactions,” she explains

“As a result, they tend to shop only from trustworthy and reliable
brands.”

She notes how Boots uses blue in their branding to create “confidence” and boost sales among consumers.

Additionally, the psychologist points out that the “calming effect” of blue enhances the shopping experience, promoting a feeling of “tranquillity and trustworthiness.”

B&Q – ORANGE

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The psychologist notes that the orange in the B&Q logo connotes “creativity”[/caption]

Giulia explains that the choice of the “vibrant and attention-grabbing” orange using in the B&Q logo connotes “creativity, enthusiasm, and energy.”

She says: “Its boldness and vibrancy can boost impulsive purchases and clicks, particularly for consumers purchasing DIY products.”

The psychologist also goes on to point out that orange encourages “innovation,” making it a perfect colour for brands like B&Q, which target consumers looking for creative and innovative solutions.

COSTA – BURGUNDY

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The psychologist notes that the burgundy red of the Costa sign creates a feeling of “sophistication”[/caption]

Next, Giulia analyses the Costa Coffee logo and explains that burgundy is a “rich and luxurious” colour that creates a feeling of “sophistication and elegance.”

She adds: “This is particularly appealing to consumers seeking a memorable coffee experience with a touch of class.”

According to Giulia, the warm and inviting atmosphere created by this colour can lead to increased sales and a sense of exclusivity.

STARBUCKS – GREEN AND WHITE

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The white colour used in the Starbucks sign symbolises “purity”[/caption]

The psychologist also highlights how the shade of green used in the Starbucks sign is a “warm colour” and “represents nature, freshness, and health.”

Giulia goes on to explain how it attracts consumers by communicating that the brand uses organically sourced products and is committed to sustainability.

“White is a colour that symbolises purity and creates a feeling of clean and modern aesthetics, promoting customer influx,” she adds.