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56 Ways To Use Color Psychology To Impact Logo Design

So, you’re getting ready to design a logo… Do you know what feelings you want it to evoke? What emotions you want the customer to feel? How you want customers and prospects to react every time they see the logo? Many times color isn’t the first thing that comes to a designer’s mind… here are some things to think about when it comes to color psychology and logo design!

4 Reasons Colors Play an Essential Role In Design

Colors can evoke a wide variety of emotions, from deep passion to a sense of peace?and everything in between. It’s important you know which of these feelings you want the viewer to experience, as it can make for an extremely effective logo ? or one that makes a negative impact.

Let’s look at why colors matter so much?

  1. It’s instant ? Color evokes an almost instant feeling or message in the viewer. It’s one of the most powerful non-verbal communication forms available.
  2. Our minds are pre-programmed ? We “go” at a green light. We avoid foods that are unpleasant in color. We stop at the sight of flashing red lights behind us. Color plays a role in every minute of our daily lives.
  3. The meaning of color varies by culture ? Colors can have different meanings in different countries and cultures, so it’s important to know the meaning behind it so not to offend viewers.
  4. It plays a role in all areas of life ? Color can suppress one’s appetite; make a person hungry, sad, happy, and even give them a feeling of power.

42 Common Emotions (and Which Colors Play a Role)

How do you know how to evoke the emotion you’re looking for? Take a look at our emotion “cheat sheet,” and you’ll be on your way to designing a powerful logo in no time!

Here are some of the most common emotions and the colors you can use to create them:

  • Action and adventure ? Red
  • Affordability ? Orange
  • Aggressiveness ? Red
  • Appreciation – Pink
  • Attention ? Red, yellow
  • Authority ? Black, blue, purple
  • Calmness ? Blue, brown, pink, green
  • Caution ? Yellow
  • Confidence ? Blue
  • Creativity ? Orange
  • Curiosity ? Yellow
  • Dignity ? Blue
  • Drive and energy ? Orange, red
  • Enthusiasm ? Orange
  • Femininity ? Pink, purple
  • Fun ? Orange
  • Gentle ? Pink
  • Gratitude ? Pink
  • High-spirited ? Orange
  • Happiness ? Pink, yellow, red
  • Harmony – Green
  • Health and healing – Green
  • Innocence ? Pink
  • Love ? Red, pink
  • Luxury and wealth ? Purple, green
  • Mystery ? Purple, black
  • Nature ? Green, brown
  • Passion ? Red
  • Positivity ? Yellow
  • Playful ? Yellow, pink
  • Romance ? Pink, purple
  • Royalty ? Purple
  • Simplicity ? Brown, black, white
  • Sophistication ? Purple
  • Spirituality ? Purple
  • Strength ? Red
  • Success ? Blue
  • Tradition – Black
  • Tranquil ? Pink, green, blue, white
  • Trustworthy – Blue
  • Warmth ? Yellow
  • Youthful ? Pink, orange

10 Common Colors and Their Meanings

Color Your life
Now, let’s look at this in another way. What if you already have a logo created and want to know if it creates the right feeling? Below, you’ll find popular colors and the most common ways they’re used in logo design:

  1. Brown ? Brown indicates nature and woodiness. It’s commonly used in legal and construction logos because it’s simple and neutral.
  2. White ? White is the universal symbol of peace. It’s known to represent simplicity, purity, sterility, and radiance.
  3. Purple ? Purple is often used in luxury products and education-related logos. It has both cool and warm properties, and implies sophistication, royalty, and mystery. However, because it’s rare in nature, many designers shy away from using it in logos.
  4. Blue ? Blue is often used in medical, government, and Fortune 500 companies to represent a sense of authority and security.
  5. Green ? This color is often used to represent renewal and life. The soothing tone can evoke a sense of tranquility, but also jealousy and inexperience. It’s often used in logos for eco-friendly companies.
  6. Yellow ? Yellow is a tricky one because it can evoke two very different messages ? caution and cowardice or happiness. It’s often used to grab attention and create a sense of warmth. However, it’s also the most difficult color for the eye to process, so overuse can be overpowering to the viewer.
  7. Orange ? Orange combines attributes of both red and yellow, and is commonly used to create a sense of playfulness, and to stimulate appetites and emotion.
  8. Red ? Red is the most intense color, most often used to grab attention. It’s also used to influence hunger, stimulate quick breathing, and raise a person’s blood pressure.
  9. Pink ? This color helps create a feeling of innocence. It’s associated with fun, playfulness, and delicateness. It’s often used to add a feminine flair to a logo.
  10. Black ? Technically the absence of color, black is powerful and authoritative. It’s often used in logos to imply elegance and tradition, as well as simplicity.

Next time you’re designing, keep in mind the emotions each of these colors can bring out. They’ll help you design a meaningful logo and best of all, will help you toward a successful future in logo design.

Pat Malloy writes for Free Logo Services. Your logo design can improve your business ? and it doesn’t have to cost you a fortune. Pat recommends that your organization try a free logo design for a more powerful brand impression!


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This Post Has 7 Comments

  1. Andy

    Thanks for sharing this, very helpful

  2. Anna Forrrester

    Just wrapping my first year studying graphic design I found this article to be extremely helpful in my education. Thank you for posting.

  3. Hi Pat,

    fabulous information, it shows importance of color while designing logo for a company or brand. i think it’s not only about logo design, we need to keep this in mind while designing the website also

    Very usefully marketing tact
    Thanks for sharing

  4. Betty Z

    Thanks a lot for sharing this. I’m designing tea packaging at moment. it helped a lot with color choice for my logo.

  5. Bob Woods

    Great article! We may be rebranding our company, and we’re looking at several things. This article definitely helps.

    We’re pretty attached to gold as a logo color around here. Should we view that in a similar vein to yellow, or is there a different school of thinking there? We like gold because of the wealth and status oriented psychology behind it.

  6. susan hamilton

    Thanks for the tips, I never realized how much impact color can have.

  7. Nice article, getting the right colour and font is so difficul when you are trying to establish a new brand identity and yet so important….we are still delibarating on it to make sure we get it right first time!

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