While I was walking in Helsinki Centre, suddenly a big yellow ‘M’ appeared. We all know this letter, and where it stands for. But did you know that this color was not chosen at random? And do you know why it is green now and not red?
McDonald’s is responsible for obesity
We all know that fastfood is not healthy, this proved Morgan Spurlock in his documentary Super Size Me. It is about a guy that ate McDonald’s every day. After this documentary there was a lot of negative publicity about McDonald’s. People kept saying that McDonald’s is responsible for obesity in the US.
Psychology of colors
Color influences us (Birren, 2016). In kindergarten you will learn that a heart is red. Red is the color of love. Any unique color has its own meaning. In the color emotion guide red means ‘excitement’ and ‘youthful’. Yellow means ‘optimism’. Green is the color for ‘peace, growth and health’.
McDonald’s goes green
That is the reason why. McDonald’s wanted to rebrand itself by focusing on corporate social responsibility. For example, they have already lowered their CO2 emission. Since 2008 the fast food concern only uses green ener
gy. Besides this, they are also using more biological products to prepare their meals and so on. The color green matches perfectly with their new vision. That is why they changed their logo, website and their restaurants. Their
image has improved because of this rebranding. Just like they wanted.
McDonald’s was able to change their brand in an unique way. I think it is an unique way because I did not think that this would actually work. Because for me it doesn’t matter whether the logo is red, green, yellow or blue, it is about the food. But maybe I am wrong, maybe color is influencing me more than I would think.
Does color influence you?