The Psychology of Yellow: Meanings Based on Brand Examples

Contents:

• The Psychological and Cultural Meaning of the Color Yellow
• Happiness: McDonald's
• Light Through the Lens of National Geographic
• Optimism: Kodak
• Bright Individuality: Dr. Martens
• World unity through construction sets: Lego

Yellow is a color that reflects a significant amount of light and is one of the brightest and warmest hues in the visible spectrum. It immediately attracts attention and fills you with energy and warmth.

Let's explore the associations that yellow evokes in the context of psychology and cultural traditions, as well as how it is used in logos and visual identities of famous companies.

• Happiness: McDonald's
• Light: National Geographic Society
• Optimism: Kodak
• Attraction: Dr. Martens
• Lego is more than just a construction set; it is a symbol of internationality and unity. Over the years, the company has overcome language and cultural barriers, bringing together children and adults from all over the world. Each element of this construction set, whether a brick or a figurine, inspires creativity and imagination, allowing you to create unique worlds.

  When designing its products, LEGO strives to take into account the diversity of cultures and traditions, which makes them attractive to various groups of users. Each set can contain elements reflecting certain aspects of different countries, which helps to broaden the horizons and understanding of builders of all ages.

  Furthermore, LEGO is actively involved in educational initiatives aimed at developing cooperation and teamwork skills, which also emphasizes their international approach. This company not only makes toys, but also creates a platform for communication, exchange of ideas and inspiration, uniting people regardless of their background.

The psychological and cultural meaning of the color yellow

The color yellow is associated with warmth and often evokes extremely pleasant feelings. Although the sun is essentially white, its yellow hue is primarily associated with its rays: bright and warm, they illuminate the surrounding space. This phenomenon is explained by the refraction of sunlight in the atmosphere, which gives it a characteristic hue, especially noticeable at sunrise and sunset. Yellow can evoke associations with more than just light; its perception is also shaped by color undertones, which are especially pronounced in light tones. For example, the ochre leaves of autumn can evoke the maturity or decline of life. At the same time, bright yellow unripe fruits and ducklings' plumage symbolize youth and freshness.

The brightness of yellow provides a noticeable contrast with almost any other shades—be it red, blue, green, or purple. This is why yellow is so often chosen for carnival costumes, making it a symbol of fun and celebration.

The Pantone Institute has named yellow as the Color of the Year several times, each time accompanying its choice with positive and life-affirming comments. In 2009, Pantone 14-0848 Mimoza was chosen, associated with warmth, prosperity, hope, and optimism. For 2021, Pantone 13-0647 Illuminating was approved, which is intended to “inspire and bring hope, filling with energy.”

Gold has a characteristic yellow hue and, unlike most metals, Resistant to oxidation. This unique ability to retain its luster was highly prized in ancient times and continues to inspire admiration today. Medals and other prestigious awards are made from gold, often coated with less valuable materials. There are even phrases such as “golden age” and “golden youth” that emphasize its significance.

Numerous studies have confirmed that yellow Yellow is the most prominent color. This is why it is widely used to attract attention and ensure safety: this can be seen on road signs, warning signs, and safety tape. The combination of yellow and black in the wild serves as a danger signal, indicating that the animal is a threat—this coloring is typical of poisonous insects and snakes.

Excessive exposure to yellow can negatively affect the nervous system, generating feelings of anxiety and worry. A rich yellow hue activates perception, which can lead to eye strain and fatigue.

In 2009, the Federal Emergency Management Agency (FEMA) in the United States conducted a study that found that yellow vehicles are less prone to accidents due to their high visibility. This feature explains the choice of yellow for school buses and ambulances. Taxis painted yellow always stand out on the road and become the most noticeable among other vehicles.

The term "yellow press" refers to those newspapers that publish not the highest quality materials, While appealing to emotions associated with a love of sensation and the constant curiosity of readers, the name originates from a comic strip character, the Yellow Kid, a boy from a poor neighborhood who always wore a yellow T-shirt and used clumsy slang. Two American newspapers that specialized in "sensational news" published stories about him. Because the quality of the paper in such publications left much to be desired, the term became widely used.

Light-colored fabric and book pages fade over time, and this can give the color yellow negative connotations. In certain circumstances, yellow can be associated with fading or even illness.

In ancient cultures and religious teachings, yellow was a significant color It had a sacred significance, associated with the sun and gold, and was perceived as a symbol of eternity and durability. In Ancient Egypt, images of deities were often painted in bright yellow tones, symbolizing their connection with gold; according to legend, the gods had golden skin and bones. In Greek mythology, the sun god Helios rode a magnificent golden chariot drawn by fiery horses. The radiant yellow color symbolized supreme wisdom and divine knowledge. In China, yellow is especially revered, and its significance dates back to the Qing Dynasty. At that time, only the emperor had the right to wear yellow clothing, while for commoners and officials it was strictly forbidden. In addition, the roofs of palaces were also painted in yellow shades.

In the Christian tradition, yellow was associated with the light emanating from God and the saints, which gave it a spiritual meaning. However, in the Middle Ages, the perception of this color changed: it came to symbolize betrayal and deceit. Judas was often depicted in yellow robes, which contributed to the color's association with unbelievers, infidels, and cowardice. Interestingly, in English, the word yellow continues to be used to denote cowardice.

In medieval society, yellow was associated with wealth and aesthetic appeal, symbolizing high nobility. Although natural yellow dyes, such as plant roots and bark, were available even to the poor, their hues were often too dull. As a result, pale yellow was long perceived as a sign of the lower class. Meanwhile, fabrics dyed with turmeric or barberry root produced vibrant, saturated colors that did not fade in sunlight or lose their vibrancy over time. However, only members of the nobility could afford such items.

In 1850, Eugène Delacroix remarked, "Everyone knows that yellow and orange are beautiful colors; they symbolize joy and pleasure." However, yellow's true popularity in art only began in the late 19th and early 20th centuries. It was then that the Impressionists and their followers began actively using this color in their works, followed by the Fauvists. Yellow acquired the status of a significant element of modernism.

Van Gogh also had a special connection with yellow. After moving to Arles in the late 1880s, his work entered a productive "yellow period." In a letter to his brother Theo, he noted: "Yellow symbolizes the highest degree of clarity of love. Sun and light, fortunately, can be conveyed through shades of yellow, pale yellow-green, lemon, and gold." How beautiful this color is! ”

Yellow is a color associated with fun and energy, so many companies use it in their branding, trying to convey an atmosphere of happiness, Joy and comfort. This shade can evoke positive emotions and attract attention, making it an effective tool for creating memorable images. Yellow also serves as a stimulus for action, which is especially relevant in the context of impulse purchases: price tags with the inscription "discount" in this color invariably attract the attention of shoppers.

In branding, pure yellow is used significantly less frequently than other shades. This is partly because its brightness makes it less noticeable against a white background. Therefore, it is most often combined with other colors, as it looks effective in contrasting combinations. Let's look at what meanings different brands have chosen to convey their key concepts.

Happiness: McDonald's

In 1940, California, brothers Richard and Maurice The McDonalds founded McDonald's. They decided to open a modest roadside cafe, serving barbecue and hamburgers. The mid-20th century saw a surge in interest in fast food, and by the 1950s, the menu had been significantly reduced to hamburgers, fries, and soft drinks. Staff salaries and losses from damaged dishes were among the main expenses. Furthermore, wait times for orders were also negatively impacting business. The brothers decided to change this by replacing regular dishes with disposable ones and introducing an assembly-line food preparation system, which ultimately led to their success. Currently, there are almost 40,000 restaurants operating under the McDonald’s brand in 120 countries around the world.

The famous McDonald’s logo, known as the “golden The idea for the McDonald's "Golden Arches" project began in 1953, when the brothers decided to lease a new building for their business. They sought to create a design that would allow their roadside cafes to stand out from other buildings at a considerable distance. To achieve this, they turned to architect Stanley Clark Meston, who received a sketch of an arch designed by Richard. Based on this sketch, the "Golden Arches" were created, which were installed on both sides of the building. Each of the arches reached a height of over seven meters.

In an article dedicated to this project, modernist architectural historian Alan Hess noted: "Meston and Fish transformed the crude semicircle sketched by Richard McDonald into a tapering and complex parabola with taut, elastic lines that embody dynamism and energy."

This architectural form, combined with the flat roofs of McDonald's outlets, turned into an iconic engineering solution that made the cafes easily recognizable. Arches began to be actively used in the design of each new restaurant. Upon crossing the threshold, visitors seemed to enter an atmosphere of happiness—under golden arches that glowed with neon lights at night.

Since its inception, text has remained a key component of McDonald's logos. In 1961, entrepreneur Ray Kroc, who acquired the chain from its founders, decided to develop a new logo. He emphasized advertising and aimed to create one of the most memorable brands in the world.

Designer Jim Schindler participated in the logo's development. Drawing inspiration from the golden arches that adorn buildings, he created a shape reminiscent of the letter "M," to which he added a slanted line to represent the establishment's roof.

The modern look of the arch that we know The logo, as it appears today, was formed in 1968, when McDonald's began its international expansion. To simplify the logo, the diagonal line that served as the roof was removed, and the golden arches were expanded to create the letter M. For more than fifty years, the logo of the famous chain has remained virtually unchanged. The company continues to actively develop the concept of roadside cafes, but an equally important aspect of its strategy is creating an atmosphere of happiness. One of McDonald's recognizable symbols is a cheerful clown in a bright yellow suit. McDonald's establishments organize parties for children and offer toy sets under the Happy Meal brand. Since 2003, the company's slogan "I'm lovin' it" has often been used as a replacement for its name on the logo.

It is believed that the yellow arches depicted in the logo represent two golden-brown French fries curved into the shape of the letter M. Although McDonald's has never confirmed this theory, this legend gives the logo additional meaning and interpretation.

The yellow hue in McDonald's branding symbolizes the company's core concept of joy and happiness. Although the golden arches are no longer an architectural element, they continue to beckon visitors, inviting them to enter an atmosphere of lightness and fun.

Light through the lens of National Geographic

The renowned National Geographic magazine provides engaging coverage of geography, cultural traditions, historical events, and scientific advances. Its history dates back to 1888, when the National Geographic Society was founded in the United States. Less than a year after its founding, it published the first issue of a scientific journal called National Geographic Magazine. Today, the magazine is available in 33 languages ​​worldwide.

In the early days of National Geographic, its issues had simple covers and contained only a few black-and-white images. However, in 1903, Gilbert Howie Grosvenor, later recognized as "one of the founders of photojournalism," was appointed editor-in-chief. It was thanks to him that the magazine became what we know and appreciate today. Immediately after a year, he implemented a redesign, updating the cover and making it more contemporary—it featured stylish frames and a modernist typeface. In 1905, he published his first significant photo essay, dedicated to Lhasa in Tibet. The work on it was done by travelers Tsybikov and Norzunov, who created large-scale images for the spreads. This approach to design became a hallmark of the magazine.

The famous yellow frame, which became the hallmark of the cover, was introduced in 1910. At that time, it was used only to design headlines and highlight key topics of the publication. Although by this time there were magazines with color covers, they were still limited to drawings, since printing technology did not allow for full-color, highly detailed photographs.

The magazine format we know today was formed in 1959. This year, the July issue was dedicated to Alaska, which had become part of the United States. The magazine's cover featured the American flag, now sporting 49 stars. At first, the cover photographs occupied only a small portion of the frame, but over time, their size increased, and soon they filled the entire space within the frame.

The fate of the oak leaf border is intriguing. This design element emerged during the Art Nouveau era and was prominent on magazine covers beginning in 1904. However, with the shift to color photography in the center of the covers, the border gradually diminished. Initially, it served as a frame for the photographs, then the photographs began to partially overlap it, and by the late 1960s, the leaf pattern remained only above the magazine's title. As a result, the magazine finally abandoned this element, characteristic of the beginning of the century, only at the very end of the seventies.

Throughout its history, the magazine has collaborated with some of the world's most renowned photojournalists, including Louis Marden, Sebastián Saldago, James Nachtwey, and Yann Arthus Bertrand. Each issue features compelling stories captured in photographs, and the high level of craftsmanship in these images sets it apart from other travel publications.

One of National Geographic's most famous covers was published in June 1985. It features an Afghan girl named Sharbat Gulu, photographed by reportage photographer Steve McCurry in a refugee camp in Pakistan. This photograph became unique in the history of the publication, as it graced its cover three times.

In September 1997, the National Geographic television channel was launched Geographic, which began broadcasting films on topics such as nature, history, science, and culture, required a logo that would unify all aspects of the publishing house, including the magazine, television channel, and scientific expeditions. Chermayeff & Geismar developed a universal logo that became the basis for the magazine's visual style. Its bright yellow frame is simple and easy to read, creating the effect of a "window onto the world of nature."

Yellow has firmly established itself in the visual identity of National Geographic. It is actively used in the design of the children's app, as well as in guidebooks and various guides. On the website and on air, the yellow shade is harmoniously combined with contrasting black. National Geographic is beginning to install yellow frame installations around the world, framing iconic landmarks in picturesque locations. The project's primary goal is to draw attention to unusual and interesting corners of our planet. These frames create the effect of peering through an open window.

The magazine is being very deliberate in its use of yellow frames. Christos DeVaris, creative director of brand and design at National Geographic, notes, "We realized that framing everything in yellow boxes was not a good idea, as it could diminish the strength of our yellow logo as a trademark."

It's difficult to pinpoint exactly what inspired designers to choose yellow as the primary color for the magazine's cover over a century ago. However, over the past century, the hue has become an integral part of its brand. "The National Geographic cover is an invitation. It says, 'Come and see,'" comments Chris Jones, who served as editor-in-chief until 2014. "This yellow outline serves as a vibrant window into the world of amazing discoveries on our planet.

For National Geographic, yellow symbolizes the light that permeates everything and without which the world would not be as we know it. Through a yellow frame that resembles both a screen and an art frame, the magazine presents scientific data from all corners of the planet and encourages people to travel and personal discovery.

Optimism: Kodak

Eastman Kodak Company was founded in 1888. George Eastman, who had previously worked in banking, was developing roll film at the time. To successfully market his product, he developed and released the Kodak No. 1 camera. This simple, compact camera came with a roll of film that held 100 shots. When the film ran out, the user had to return the camera to the manufacturer, who would print the photos and replace the film.

At that time, photography was an expensive and complex activity that required specialized equipment and certain skills. However, John Eastman's invention was a truly revolutionary step in this field – it made it possible for amateur photographers to pursue photography. Now, all it took was simply pointing the camera at an object, pressing a button, turning a key, and pulling a cord.

The Eastman Company launched an advertising campaign memorable for the slogan "You press the button, we do the rest," emphasizing that using its camera required no special skills. Over a ten-year period, approximately 1.5 million Kodak No. 1 cameras were sold, and in 1900, the Kodak Brownie was introduced. This model was even more simplified: the user only had to press a button and rewind the film for the next frame.

Eastman claims that the name Kodak came to him as a result of the creative process. He was fascinated by the letter "K", finding it powerful, expressive, and easy to remember. Before settling on this word, he tried many different combinations of letters and sounds until he found what he was satisfied with—a word beginning and ending with "K". It turned out to be short, easy to pronounce, and had no similar names among the existing ones.

According to Eastman, photography is an art that can evoke positive feelings, since people usually want to capture moments of happiness and joy. The bright yellow color, in his opinion, was ideal for conveying this joy. The entrepreneur decided that advertising posters and photo envelopes would be designed in yellow tones. He believed that this color could enhance the feeling of celebration and joy when people received their pictures.

In 1935, the first commercially successful color film for amateur cinema, Kodachrome, was introduced. A year later, a similar film became available for cameras. At that time, a yellow-red logo was also created: while previously artists could use any color along with yellow, now the corporate identity was limited exclusively to warm shades.

The bright yellow hue of Kodak products stood out in store windows, making them noticeable among the goods of other brands. The company, targeting not only professionals, but also actively occupying the amateur photography segment, decided to expand the range. In addition to film packs and envelopes, it began producing yellow cameras. No matter where the owner of such a camera was, it immediately became clear - he was using Kodak products.

In 1971, the famous red letter "K" on a yellow background appeared on the logo. This symbol resembled a camera shutter and a clapperboard used in film production, which emphasized the growing interest in amateur photography and film.

For 35 years, this red and yellow sign with the letter "K" was sought by visitors to large shopping centers and supermarkets, which housed small pavilions of the Kodak Express fast-printing chain.

For over a century, Kodak held a leading position in both professional and amateur photography. However, the company failed to respond promptly to changing trends when digital technology began to displace traditional film. In 2009, the world saw the last roll of Kodak Kodachrome film.

Currently, Kodak focuses its efforts on the production of printed products and related equipment. Although the company logo has lost its former popularity among the general public, the yellow color, which became its calling card, remains the primary color. This color still symbolizes optimism and joy, reflecting the preserved bright and happy moments in people's lives.

Read also:

Yellow can be successfully combined with many other shades, which allows you to create bright and interesting combinations. The classic option is a combination of yellow and blue, where the contrast between these two colors creates a spectacular visual accent. It's also worth noting that yellow harmonizes with gray, which adds elegance and restraint to the image.

An equally successful combination is yellow with green, which evokes associations with nature and freshness. Paired with white, yellow looks especially bright and cheerful, adding lightness and airiness. For a warmer and more cozy effect, you can use a combination of yellow with brown, which creates an atmosphere of comfort.

Don't forget about pastel colors: delicate pink or blue shades combined with yellow give the image romance and softness. Combinations with purple can also be interesting, introducing an element of surprise and depth to the visual range. It is important to keep in mind that the choice of companions for yellow depends on the desired mood and style.

Bright personality: the Dr. Martens

In July 1945, 25-year-old German military doctor Klaus Mertens lost his balance while skiing and injured his ankle. Because of his uncomfortable army boots, his foot was healing more slowly than he would have liked. As a result, he decided to create a new boot model, adapting the army design: instead of hard leather, he used a softer material and made the soles from breathable rubber tires. Thus began the history of the Dr. Martens brand.

Klaus demonstrated his innovative product to his university friend, Herbert Funk. Together, they refined the design, and production began in 1947. By 1959, the company had already reached a volume that allowed it to engage in marketing and begin promoting its products internationally. A print advertisement was noticed by Bill Griggs, a British manufacturer from the R. Griggs Group. He acquired the patent rights for production in the UK and adapted the name to an English version – Dr. Martens.

To make the new boots stand out from the competition, Griggs slightly modified their design, adding distinctive yellow stitching to the sole edge. This shade created a striking contrast against the black sole, but also showed less dust and dirt than white stitching. By immediately emphasizing the yellow stitching, he registered it as a trademark. On the back of the boot, there is a loop with the name of the sole technology - AirWair - and a slogan embroidered in a font reminiscent of Bill Grigg's handwriting, again in yellow.

Initially, these boots were chosen by members of the working class - postmen, workers, police officers, and other people whose profession required them to be on their feet for long periods of time. However, in the sixties, young people began to actively wear shoes produced by the Bill Griggs factory. Skinheads adopted this style, seeking to emphasize their connection with the workers and stand out from the hippies.

It is noteworthy that the so-called "language of laces" emerged, where the color of the laces could say a lot about their owner. For example, white laces were associated with neo-Nazis, green ones were chosen by environmental activists, and yellow ones, as a rule, had no specific meaning. This is explained by the fact that a number of Dr. Martens shoe models Dr. Martens came with extra yellow laces, meaning they could be worn by a variety of customers.

Over time, massive boots began to be associated with belonging to various subcultures. First, they were worn by ska fans, then by glam rock and punk enthusiasts, and later by grunge fans. In the nineties, even Britpop followers did not remain on the sidelines. Dr. Martens acquired the status of a symbol of rebellion, a rebellious spirit, youth, and protest.

In 1967, Pete Townshend, guitarist for the rock band The Who, appeared on stage wearing Dr. Martens boots. Two years later, in 1969, Elton John can be seen in the music video for The Who's song "Pinball Wizard," sporting disproportionately large Dr. Martens with bright yellow laces. Over the years, the brand has been worn by many celebrities, including Madonna, Sarah Jessica Parker, Miley Cyrus, and many others.

In 2007, London advertising agency Saatchi & Saatchi unveiled a collection of posters called "Dr. Martens Forever," which explored the theme of devotion to the iconic footwear associated with now-deceased stars such as Kurt Cobain, Sid Vicious, and Joey Ramone. The campaign generated significant publicity, leading Dr. Martens CEO Martens, David Suddens, was forced to make an official apology.

Yellow has become an iconic color for the Dr. Martens, giving the shoes uniqueness and recognition. Although this model has many followers, it is the contrast between the bright yellow seam and dark leather that makes these boots – true innovators in their field – particularly noticeable among other “heavy” shoes associated with informal movements and the spirit of rebellion.

World Unity through Construction Set: Lego

The Danish company Lego, known for its series of construction sets for children, was founded by Ole Kirk Christiansen in 1932. Initially, it was a small workshop specializing in the production of wooden items for the home, but he soon decided to switch to creating toys. In 1946, he acquired equipment for working with plastic, and the following year, psychologist Hilary Fisher Page in the UK received a patent for plastic bricks. These samples of "self-locking bricks" soon fell into the hands of Ole Kirk.

According to one version, the name of the company was invented by Ole himself. He decided to use the first letters of the phrase Leg-godt, which means "play well" in Danish. He later learned that in Latin, one of the meanings of the term "lego" is "to assemble."

Ole made some changes to the brick's design, modifying the shape of the slot to improve the fit. As a result, in 1949, the company released its first version of plastic bricks. By 1958, the elements had been refined, and the company registered a standard that continues to be used today.

For more than six decades, all bricks produced have been compatible. This means that elements from sets released in the last century can be combined with construction sets created in modern times.

The first series of figures designed to play with the Lego construction set appeared only in 1974 These characters had round heads with facial images, but their size was quite large compared to the rest of the parts, making them inconvenient for use in building games. In subsequent releases, the figures became more consistent in size, but they lost interesting elements - they had a solid body, no arms, and no movable legs.

A group of designers led by Jens Nygaard Knudsen spent several years refining the figures, as a result of which in 1978 the Lego company presented a new model and registered a patent for it. These are the exact figurines that are currently included in all sets.

Initially, the first human figures appeared in the Space, Town, and Castle series. At first, the collection included 20 characters, including knights, police officers, firefighters, and colorful astronauts. Later, the range began to include figures representing other professions.

Since their inception, the heads and hands of Lego figures have invariably been yellow. The company explains it this way: "The choice of yellow for the figures' heads was a deliberate decision. This neutral skin tone allows Lego characters to be anyone, in any story, at any time."

In 1999, the figures expanded beyond traditional professions and began producing in collaboration with film companies. The first heroes to become part of this project were characters from Star Wars. This was a unique set for the film franchise, in which the figures continued to have yellow faces. However, starting in 2001, with the release of the Harry Potter set, the figures began to receive faces in a color consistent with their on-screen counterparts. Only the "faceless" characters retained the yellow tint. There are so many of them now that they are becoming collector's items and can be purchased in specialized themed sets.

Although the coloring of Lego figures is considered ethnically neutral, the company continues to face criticism for a lack of sufficient tolerance. The main criticism is that the color yellow is not completely universal, as well as the lack of figures representing racial minorities in the sets.

Today, Lego represents a vast world filled with a wide variety of sets and characters. Ignoring all the criticism, the company confidently defends its position: yellow for Lego symbolizes internationality and neutrality.

EXPLORE OTHER SHADES:

• Provocative pink: associations with carelessness, softness and childhood memories.
• Warm brown is associated with a feeling of comfort, symbolizing wealth, reliability and sincerity.
• Welcoming green: nature, purity and protection.
• Snow white: grace, simplicity and warmth.
• Blue evokes associations with reliability, calm and strength.
• Attention-grabbing red: challenge, triumph and enthusiasm.