18 - Color Theory

Source: www.chick-fil-a.com

The above logo utilizes the color red throughout its primary name to induce a sense of urgency in the viewer. It is further designed using a font that displays a fast flow of cursive, indicating speed to the viewer.

The color gives the viewer a feeling of emergency, and the chicken-shape of the C that induces a "dang, I'm totally hungry" thought is the goal of the logo. This is particularly effective on those who have a lack of time. The red, hasty font is capable of describing this urgency in a very strong way due to the target audience: those who need to eat on the go and are familiar with the restaurant chain.

The font is particularly readable, despite the nature of the scrawl to allow viewers to easily pick out the sign from the road. While the font is designed to depict urgency, the 'classy' feeling to it due to the cursive also helps to indicate a quality to the product.