There are reasons why most fast food brands use the color red in their logos

Have you ever wondered why the color red is heavily used in logos of most of the popular fast food chains locally and internationally? Jollibee, McDonald’s, KFC, Chowking, Wendy’s, Burger King, Max’s Restaurant, Red Ribbon, Tokyo Tokyo, Chooks-to-Go, Sbarro, and even Greenwich Pizza and Mang Inasal—it seems like it is a must for logos of businesses associated with food to utilize red.

The selection and use of the right colors in logos is an important part of branding and marketing. In the fast food industry, red is obviously a must as it proves to be effective in connecting with customers. Besides, no one would argue that red logos are difficult to ignore.

According to food marketing experts, red tends to be an appetite stimulant. Its effectiveness is magnified when it is combined with yellow. This could explain why McDonald’s is popular globally and why you surely can’t help but crave when you see French fries paired with tomato ketchup.

There are even studies that associate the color with the sense of urgency. Red is also easier to spot even from far away, thus, you can easily see signages of Jollibee, Chowking, or Max’s even from afar. Red can even easily whet human appetite—especially when you get familiar with a perfect recipe and you want your food fast.

Can you imagine your fast food chain not using red on its logo? Would having a different color scheme affect your perception of the brand? Think of Goldilocks, Yellow Cab, S&R New York Style Pizza, or Army Navy—should these brands redesign their logos to turn around their brand recall and performance?