Why So Many Fast Food Logos Are One Color

McDonald's. Arby's. Wendy's. Burger King. Jack in the Box. In-N-Out and more all use the color red heavily in their logos, why? The answer goes back thousands of years.

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Following is the transcript of the video:

Hmmmm... These companies have something in common. Can you spot it?

Well, besides all being fast food chains… They’re all red. And it's not a coincidence. Color is one of the many tactics companies use to connect with customers. And if swearing off fast food wasn’t hard enough, those colorful red logos might make it even harder to ignore.

The average human can see ten million colors, but red is special. Turns out, it’s one of the first colors our ancient ancestors thought important enough to name. Back before alphabets and writing, early human languages were surprising… uncolorful. There were words for “black” and “white’ and “red” but not much else. In fact, blue didn’t show up until thousands of years later in 200 A.D.

As a result, we have a deeper connection to red than any other color on the spectrum and we react to it in certain ways that actually play to fast food companies’ advantage. For starters, researchers have found that red can evoke a sense of urgency. On top of that, it also has an innate ability to wet our appetites. And when you pair those two together you’ve got the perfect recipe to attract hungry customers who want food, fast.

So that red logo isn’t just a welcoming sign it’s a sly seduction for your brain. Now, it’s unclear why red makes us feel this way. But perhaps it has something to do with where the word comes from. Many ancient languages, including Hebrew and from tribes of New Guinea, first named red from their word for “blood.”

For example, red in Hebrew looks like this אָדוֹם and is pronounced “ah-dohm,” while blood looks like דָם and pronounced “dahm.” But red’s bloody beginning has transformed over millennia. During medieval times, for example, red was worn by royals as a status symbol. And today, brides in many parts of India are married in red dress.

In fact, red is one of the few colors today that cultures all over the world view positively. And it’s no wonder companies dedicate so much thought to their logos. After all, we’re a visual species. Despite having five senses, 80% of the information our brains process on a daily basis comes from our eyes.

And according to marketing company WebPageFX, nearly 85% of consumers say the main reason they choose one product over the other is color. Another 80% said that colors are what give brands that memorable stamp of recognition.

Just think what McDonald’s would look like in blue, green, or pink! It’s just not the same, right?

(male narrator)
Hmm.

These companies all have
something in common.

What could it be?

Besides all being fast food chains,

they all use the color red,

and it's not a coincidence.

Color is just one of many
tactics that companies use

to connect with their customers,

and if swearing off fast food
wasn't already hard enough,

those colorful red logos might
make it even harder to ignore.

[playful instrumental music]

The average human
can see 10 million colors,

but red is special.

Turns out, it was one of the first
colors our ancient ancestors thought

important enough to name.

Back before alphabets and writing,

early human languages
were surprisingly uncolorful.

There were words for
black and white and red,

but that's about it.

In fact, blue didn't even show
up until thousands of years later.

As a result, we tend to have
a deeper connection to red

than any other color on the spectrum,
and we react to it in certain ways

that actually play to the
advantage of fast food companies.

Researchers have found that
red can evoke a sense of urgency.

It also has the innate
ability to whet our appetites.

Of course, when you pair
those two things together

you've got the perfect
recipe for a hungry customer

who wants food, now!

So that red logo isn't
just a welcoming sign.

It's a sly seduction for your brain.

Now, it's unclear why red
makes us feel this way,

but perhaps it has something to do
with where the word comes from.

Many ancient languages first
named red after their word for blood.

For example, red in
Hebrew looks like this,

and it's pronounced ad-daum.

While blood looks like this,

and it's pronounced daum.

But red's bloody beginning
has transformed over millennia.

During medieval times, for example,

red was worn by royals as a status symbol.

And today, brides in many parts
of India are married in a red dress.

In fact, red is one of
the few colors today

that cultures all over the
world tend to view positively,

and it's no wonder that companies
dedicate so much thought to their logos.

After all, we're a visual species.

Despite having five senses,

80% of all the information
our brains process

on a daily basis comes
straight from our eyes.

And according to marketing
company WebpageFX,

nearly 85% of consumers
say the main reason

they chose one product
over the other is color.

And another 80% said that
colors are what give brands

that memorable stamp of recognition.

Just think of what McDonald's
would look like in blue, green, or pink.

Gah!

Ugh!

It's just not the same!

So what do you think?

Should fast food companies give up red?

Did you like what
McDonald's looked like in pink?

Let us know in the comments.