A psychologist has decoded the McDonald’s logo and revealed the specific reason why the fast food chain may have settled on the colours red and yellow.
Karen Haller, who is based in the UK, is an expert in applied colour psychology and runs her own behavioural design firm.
In a blog post on her website, the expert said the combination of colours in the McDonald’s logo is no accident.
Looking at the psychological effect it has on customers, Karen explained: ‘Red triggers stimulation, appetite, hunger, it attracts attention.
‘Yellow triggers the feelings of happiness and friendliness.’
As a result, Karen says the two colours highlights a key part of the business model to customers.
‘When you combine red and yellow it’s about speed, quickness,’ she added.
‘The language of colour is communicated quicker to the brain than words or shapes – as they work directly on our feelings and emotions.’
As such, the logo has been specifically designed to target customers on the move.
From a practical perspective, the expert also pointed out how yellow is the most visible colour in daylight – which helps the ‘Drive-Thru’ signs stand out to potential customers.
In recent years, some McDonald’s stores in the UK have incorporated dark green elements into the design.
Analysing this decision, Karen says the brand wanted some of its restaurants to appear more inviting than a quick stopover.
She added: ‘Green elicits the feelings of nature, natural and environmentally friendly. It’s no longer about rushing in for a quick bite to eat.’