There are many consumers who believe that the McDonald’s logo is an abstract representation of chips immersed in ketchup, but in reality behind the design are powerful reasons that drink from psychology.
The McDonald´s fast food chain has one of the most famous and recognizable logos in the world, along with other brands such as Nike, Apple or Mercedes. Many believe that this emblem corresponds to a box of chips, but in reality, the American giant has used it as a trick to apply studied precepts of color psychology.
From Reader´s Digest they explain that the red color is stimulating and is associated with the action. In this regard, various investigations show that seeing this hue encourages us to take measures faster and with more force than other colors.
In another study, students were urged to read aloud their participant number, which was written in red or gray crayon, and then pinched and held open a metal clasp. A second group of participants had to squeeze the hilt as hard as possible when the word squeeze appeared on the screen on a red, blue or gray background.
In both experiments, the participants pinched or squeezed harder when the color red was involved, and the students in the hilt experiment even had faster reaction times when the grip was on a red background. In other words, the color could lead you to make the impulsive decision to stop for a Big Mac when you appreciate the bright red McDonald’s logo on the road.
As for yellow, this is a color associated with joy and happiness. According to reports, it is also the most visible color in daylight, which helps it appear in front of other fast food traffic signs with worse optimization. Since the brain processes color before words or forms, the yellow logo sends persuasive signals to drive the tooth into that greasy food before you can record any other information.
Of course, it should be remembered that the McDonald’s logo has changed slightly over the years until its final adoption in 2003. In the design of his first restaurant, the architect Stanley Clark Meston was hired to update the building, incorporating two large arches gilded on each side of the building that crossed the roof and rose to the sky. When Ray Kroc took over the business in 1961, he created a logo that incorporated the two golden arches to form an “M” for McDonald’s.
On the other hand, many franchises in Europe have begun to incorporate more green color in their shop windows and interior design, in a marketing scheme to present themselves as a greener brand.