Have you ever noticed how many fast food restaurant logos use the colours red and yellow? McDonald’s, Burger King, Wendy’s, In-n-Out Burger and Hardee’s come to mind. This isn’t an accident. All colours are infused with meanings which can subconsciously impact our mood, our choices and how we want to be perceived by others.
Red and yellow are both warm colours which readily attract attention and generate stimulation. Red is vibrant, energetic and tends to cause excitement. It is also highly visible. Yellow is the colour of happiness and youthfulness. Because of its brightness, it is the first colour that the human eye detects. Imagine yourself driving down a street chock-a-block with retail stores and restaurants. Fast food franchises whose logos incorporate the colours red and yellow will stand out from the crowd. This is known as the ketchup and mustard theory.
These two primary colours, while being uplifting and positive, also promote quick turnover at fast food restaurants. The presence of red and yellow in any interior does not encourage people to relax and laze about. They are too bold. Brightly coloured signs, chairs, tables and packaging all contribute to keeping us alert and engaged. In other words – eat, enjoy and move on. Some say the two colours increase an individual’s appetite, however, the research on this subject is mixed at best. One thing is known for sure, blue, the third and remaining primary colour, is appetite-suppressing and therefore seldom seen in fast food eating establishments. The next time you find yourself at a hamburger joint, see if those iconic ketchup and mustard squeeze bottles remind you of how color helped bring you inside.