18. Color Theory

 

Burger King logo. Available at http://perezhilton.com/2010-09-02-burger-king-sells-out. April 28, 2011. 

A considerable number of fast food restaurant logos make use of the primary colors: red, yellow and blue. According to color theory, primary colors are not only vivid, but they also “evoke speed and urgency.” 1 Each color has feelings and meanings attached to it. Red is supposed to stimulate appetite and respiration. Blue is associated with trust, company’s want you to trust the quality of food they provide. Yellow is one of the easiest colors to see from long distances, it not only grabs attention but is also associated with happiness and speed.2

Burger King, a popular fast food restaurant makes use of the primary colors in their logo. The red, yellow and blue create a responsive and eye catching motif. The logo is made up of two bun halves with the font sandwiched in between and a half swirl completing the design. The logo is a tilted-circular image. The two bun halves create balance as the red font is placed between them. The font choice is simple, yet prominent. The font size used for “king” is a little larger than “burger,” complimenting the design. The blue swoosh completes the design.

1 Ryan Ford, “Color Theory,” http://colortheory.liquisoft.com/ (accessed April 21, 2011).

2 BasicTemplates.com,  “Understanding Color Emotion Triggers, Part 1A,” BasicTips.com, http://www.basictips.com/understanding-color-emotion-triggers-part-1a.shtml (accessed April 21, 2011).