27 April 2023 , 12:03
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Chances are you'll have seen the instantly McDonald's logo countless times over the course of your life, whether you're a fan of the fast food giant or not.
You may not have put much thought into how the iconic design was dreamt up, however, or the clever psychological tactics that went into choosing the bright red and yellow colours.
The specific choice of red and yellow isn't just to make the sign stand out, according to psychologist and leading colour expert Karen Haller, and these eye-catching shades could well be tempting you into the golden arches without you even realising it.
Colour can be a powerful marketing tool (Getty Images)According to a post shared on Karen's official behavioural consultancy website, this colour selection is far from accidental, and the "mood this combination of colours emits is perfect for their target market".
Delving into the science behind this, Karen wrote: "Looking at the positive psychology qualities of red and yellow in relation to the fast food industry, red triggers stimulation, appetite, hunger, it attracts attention.
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"Yellow triggers the feelings of happiness and friendliness. When you combine red and yellow it's about speed, quickness. In, eat and out again."
She continued: "Yellow is also the most visible colour in daylight, which is why the McDonald's M can be seen from a far distance. The language of colour is communicated quicker to the brain than words or shapes as they work directly on our feelings and emotions."
The 'language of colour' can shape our emotions in a number of ways (Getty Images)Karen then proceed to touch upon why exactly McDonald's has changed a number of branch colours to green in recent times, which instead "elicits the feelings of nature, natural and environmentally friendly."
This interesting choice gives a more relaxed, and less rushed feel, in a way that Karen compares with fellow high street giant, Starbucks.
Many people were left amazed by Karen's explanation, with one impressed person commenting: "Thanks for sharing – I'll be paying more attention to branding and colour in future!"
Another remarked: "I always thought McDonald's chose red and yellow because it's the colours of ketchup and mustard - which makes you think of hamburgers! It works for me anyway."