Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colors are associated with certain emotions that the designer wants to convey (e.g. Loud colors, such as red, that are meant to attract the attention of drivers on freeways are appropriate for companies that require such attention. Red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods.) For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc. Colors need also less emphasis placed at different points within a color palette due it reduces distractions from clarity. The same principles apply to font size: Smaller fonts will appear clearer when they're aligned well together; larger sizes may confuse what your eye sees into smaller parts than those displayed by characters or images across multiple screens. In short—for large-scale visual designs there's no shortcut
Color preference:
Color is also useful for linking certain types of products with a brand.Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo. Colors generally need some variation in their representation from one market environment or culture set-up because they often change over time - such as between cities when consumers move within countries/subcultures where different combinations exist.[2] Fully transparent color scheme
