Your company logo is one of the most important aspects of your brand. It’s how customers will remember and recognize you, so it’s important to choose colors that accurately reflect your business. Colors can affect a customer’s emotions and perceptions, so it is important to keep in mind the psychology of colors when building a brand identity.
With the right color palette, you can convey a deeper meaning about your values and evoke specific behaviors. By extension, the wrong choices can negatively impact your brand’s image too.
Research has repeatedly shown that our brains respond differently to different colors. You can create a more effective brand if you understand how colors affect the mind. This is a nuanced and complex field that requires careful consideration. Here are some examples of how each of these colors affects emotions and psychology:
This inviting color is the epitome of friendliness and happiness. Brands looking to captivate customers with a warm, inviting embrace and youthful vitality can consider Yellow. Common associations for yellow includes adventure, hope, sunshine, nature, enlightenment, positivity, happiness, friendly and cheerful (Example: Yellowpages, National Geographic, mail chimp, Ferrari, Shell)
The color red symbolises passion, anger, and excitement. It is ideal for brands that want to project a youthful, playful, and loud image. Common associations for red includes love, romance, desire, fire, hunger, courage, danger, warmth and energy (Examples: Coco Cola, McDonalds, KFC, CNN)
The colour green is associated with nature and represents growth while having a relaxing effect. Naturally, one would assume that only a few industries have the option of going green. In actuality, many well-known firms have green in their logos. Green is typically used to denote eco-friendly enterprises or organisations, particularly those involved in solar power, agriculture, recycling, landscaping, and gardening. Common associations for green includes nature, health, wealth, harmony and fertility (Examples: Animal Planet, bp, Tropicana, Acer, Land Rover, WhatsApp)
It is a warm colour that is used to convey hope, youthfulness, playfulness, boldness, and flamboyance. Additionally, it is stimulating and attention-grabbing. Orange works well for businesses like travel agencies who want to inspire sentiments of vigour and happiness. Charitable organizations that give hope to people living in hopelessness also use orange in their logos. Common associations for orange includes change, prosperity, energy, enthusiasm, joy, warmth and playfulness. (Examples: World Vision, JBL, nickelodeon, Tangerine, Fanta)
Large corporations frequently utilise the colour purple because of the several global connotations it conveys, including regalness, mystery, honour, nobility, wisdom, empathy, innovation, luxury, leadership and spiritual awakening. It’s a fantastic option for anyone looking to express their creative and calming identity. Brands like cosmetics and high-end retail businesses frequently choose purple (Examples: Hallmark, yahoo, Cadbury, FedEx)
Blue represents Professionalism, Trust, Authority, Power and Loyalty. Corporate logos frequently feature blue because it conveys commitment and professionalism while also evoking a sense of security. Many organisations in the software, finance, pharmaceutical, public sector, and banking industries employ this colour (Examples: Microsoft, Dell, Paypal, IBM, Pfizer, Intel, Walmart)
Brown is a stable, substantial, and dependable colour that is neutral. The agricultural, construction, and legal industries are the ones that most frequently employ this colour. Common associations for brown includes nature, reliability, confidence, security, seriousness and friendship (Examples: UPS, Gloria Jean’s Coffee, The Coffee Bean, M&Ms)
Pink is frequently associated with femininity, which is why it is frequently utilised in logos for industries like beauty and fashion. This is a sensation that is occasionally connected to sex and sexuality. It also casts a comforting, reaffirming glow that serves as a constant reminder of the feminine principle. Common associations for pink includes romance, sensuality, softness, vivaciousness, tranquility and intuition (Examples: The SPA, Lemonade, Lyft, Cosmopolitan, Victoria Secret, Barbie).
Gray is one of the shades that is the most neutral, in contrast to many other colours. The colour grey can evoke ideas of professionalism, dignity, class, humility, and stability in branding. It’s best employed as a secondary hue to create a calmer and more neutral background to bright colours. Common associations for gray includes classic, practicality, timelessness, mystery and efficiency (Examples: Apple, Wikipedia, Toyota, Mercedes-Benz)
Considered the absence of colors, black can nonetheless have a significant branding impact. The colour black is a symbol of authority, power, mystique, audacity, elegance, and refinement. Brands that choose black aim to make a strong statement and exude respectability and authority. Common associations for black includes power, strength, glamour, luxury, modern and intelligence (Examples: Sony, Nike, Forbes, miu miu, Gucci, Bently, Uber, Mont Blanc,)
White represents Pure, Peaceful, Spiritual, Clean and Goodwill. With white, brands can successfully portray a sense of exclusivity and elegance. It can serve as a contrasting secondary hue and give a crisp, uncomplicated background for a logo. It is also the essential color in negative spacing logos. Common associations for white includes hygiene, purity, cleanness, clarity, youth and innocence (Examples: Tesla, mini, crocs, cotton)