How do you know if black is the best color for your brand and what does it represent?
The black color is associated with freedom, control and importance. It also deals with discipline, strength, prosperity, luxury and success. By using black color in the brand’s logo you can create authority, strength and formal atmosphere. These aspects of black are great, but when you consider it to be closely associated with death, mystery and despair, there will be negativity in the larger design. To avoid this, the text/fonts should be made bold/heavy and presented in a way that is easy for the reader to read, so that the negative aspects of color are not highlighted in the large design.
When used in product packaging, black can create a strong and impressive effect, even if the products look more stylish and luxurious.
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Companies branded in black are usually much more secure and in a stronger position. Their own attention is less important to them. They think their reputation will speak for them, they don’t need color to express their strength, durability and value. Examples of such companies are:
A softer version of the black color is gray. It is also good as a brand color if you want to avoid the negative aspects of solid color. Apple is using both black and gray in their logos.