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GOLDEN RULE

Here’s why the McDonald’s sign is yellow… and it makes a lot of sense

Burger King, Subway and Greggs have all taken their cues from the familiar Golden Arches

MCDONALD'S famous Golden Arches are known all over the world - but have you ever wondered why they're yellow?

There's an important reason lots of fast food chains opt for yellow signs and logos - and it actually makes a lot of sense.

There's an important reason the McDonald's sign is yellow - and it actually makes a lot of sense
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There's an important reason the McDonald's sign is yellow - and it actually makes a lot of senseCredit: Alamy

Yellow is a key feature on Burger King's bun, the second half of Subway's sign, and the familiar squares on on Greggs' logo.

So why this colour in particular?

Most of us make a snap decision about whether or not to buy something in just 90 seconds.

And between 62 per cent and 90 per cent of us make that decision based solely on colour.

Around two thirds of us subconsciously decide whether or not we want to buy something because of the colour it's advertised in
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Around two thirds of us subconsciously decide whether or not we want to buy something because of the colour it's advertised inCredit: Reuters
These fast food chains ALL use yellow to entice customers through the doors
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These fast food chains ALL use yellow to entice customers through the doorsCredit: Getty - Contributor

Yellow is commonly associated with feelings of warmth, comfort and reliability, meaning a sign in this colour can instantly generate feelings of happiness and well-being.

It's also very eye-catching - which is why hazard signs, taxi lights and double yellow lines are all the same colour.

Red, meanwhile, makes customers feel hungry and impulsive - with marketing experts labelling the combination of the two (which Maccies and Burger King both use) the 'ketchup and mustard' theory.

There are days when we just can't resist a McDonald's
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There are days when we just can't resist a McDonald's

Marketing adviser and founder of the Business Academy Nikki Hesford : "Marketing is about connecting with people emotionally (and) colour plays a leading role in that.

"Whether we are aware of it or not, colours have connotations and we make immediate judgements based on that.

"If you choose colours that are inconsistent with your message, you risk confusing your audience and weakening your brand.

"For example, if you are a health food business you would want to select choices that reinforce your message such as green shades and earthy colours."

Yellow is a comforting colour, which makes us feel happy and warm
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Yellow is a comforting colour, which makes us feel happy and warmCredit: Alamy

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