If you are reading this, I really hope you have a logo for your locksmith business. And if you don't have a logo, you should! Did you know there is an emotional feeling to choosing the right color when you are designing your logo? On both a conscious and subconscious level, colors convey meaning. Color has the ability to make or break a product or brand. With the locksmith industry under scrutiny for scammers, giving a negative connotation to your logo is not ideal. Think of popular logo's, and I'll venture to guess that you can name the color of the logo:

• McDonald's
• Coca-Cola
• John Deer
• Ford

Understanding color meanings (both positive and negative), and how they relate to your target audience (age, class, gender) will help you create a stronger brand palette. Here's a breakdown: Cool Colors Cool colors tend to have a calming effect on the viewer. Used alone, however, these colors can have a cold or impersonal feeling. When choosing a cool color, it may be wise to add a color from another group to avoid this and to warm your palette. Warm Colors Warm colors tend to have an exciting effect. When used alone, they can over stimulate and generate emotions of violence and anger. When choosing warm tones, add colors from another group to balance this. Neutral colors Neutral colors are a great selection to mix with cool or warm palettes. They are great for backgrounds in designs and tend to tone down the use of other bold colors. Black is added to create a darker shade while white is added to create a lighter tint. Kathleen Kempf is the Marketing Manager at IDN-H. Hoffman.