A psychologist has decoded the McDonald’s logo and revealed the specific reasons why the fast food chain might choose red and yellow.
Karen Haller, who lives in England, is an expert in applied color psychology and runs her own behavioral design firm.
In a blog post on his website, the expert said that the color combination in the McDonald’s logo is not a coincidence.
Seeing the psychological effect it has on customers, Karen explains: ‘Red triggers arousal, appetite, hunger, attracts attention.
“Yellow sparks feelings of happiness and friendliness.”
According to psychologist Karen Haller, the red and yellow color combination attracts customers on the move
As a result, says Karen, both colors highlight important parts of the business model to customers.
“When you put red and yellow together it’s about speed, speed,” he added.
“Color language is communicated more quickly to the brain than words or shapes – because they act directly on our feelings and emotions.”
As such, the logo has been specifically designed to target on-the-go customers.
From a practical standpoint, experts also point out that yellow is the most visible color during the day – which helps ‘Drive-Thru’ signs stand out to potential customers.
In recent years, several McDonald’s stores in the UK have incorporated dark green elements into their designs.
Analyzing this decision, Karen said that the brand wanted some of its restaurants to appear more attractive than a brief stopover.
He added: ‘Green evokes a feeling of nature, natural and eco-friendly. It’s not about rushing for a quick meal anymore.’
Pictured: McDonald’s in Hobart, Australia with the red and yellow branding in the Drive-Thru building
In recent years, McDonald’s stores in the UK have incorporated green elements into their designs – which Karen says makes them look more appealing.
The McDonald’s logo – often nicknamed the ‘Golden Arches’ – was developed in 1962 by designer Jim Schlinder to reportedly give the brand a more ‘corporate’ look.
Earlier this week, McDonald’s fans were left dumbfounded after learning why the fast food chain’s Filet-O-Fish burger was originally created.
In 1962, Lou Greon — who owned a franchise in Cincinnati, Ohio — decided he needed to add a new item to the menu after sales dropped by 70 percent.
Since the restaurant is based in a predominantly Catholic area of the city, the entrepreneur noticed that it was unusually quiet on a Friday.
This is because some branches of the Christian church avoid eating meat on this particular day of the week.
Speaking to The List Show in 2015, Lou’s son Paul explained how business was booming for their competitor Frisch’s Big Boy – which has a menu of fish sandwiches.
Determined to draw customers back to his branch, Lou developed his own fried fish patty and tartar sauce – which he tosses a classic McDonald’s bun and adds a slice of American cheese.