Article

David Elvis
David Elvis 3 January 2017
Categories Advertising, B2B

The Psychology of Logo Design: Colour

Last week, I introduced the ideas and concepts around using shapes in logo design and how the psychology of the shape attracts customers. Today, I am going to talk to you about colour.

Just like shape, the different colours used are an important part of logo psychology. While selecting appropriate colour schemes will come as second nature to most graphic designers, you should always consult the chart below to make sure your colours are conveying the right message for your brand.

Black: Mystery, sophistication, death, villainy

White: Hope, simplicity, cleanliness, goodness, purity

Red: Love, passion, romance, danger, energy, aggression

Yellow: Intellect, sun, friendliness, warmth, caution, cowardice

Blue: Peace, sincerity, confidence, integrity, tranquillity

Grey: Authority, maturity, security, stability

Green: Life, growth, nature, money, freshness

Orange: Innovation, creativity, ideas, modernism, approachability, fun, affordability

Purple: Royalty, luxury, wisdom, dignity

Brown: Outdoors, Rural, Organic, Maturity, Masculinity

Pink: Love, femininity, fun, playfulness

The above is just a few general examples of colours and their perceptions in logo design. However, nothing is set in stone. There are hundreds and thousands of colours to choose from and even the smallest of variations in the tone and vibrancy can have a huge impact on the message they communicate. To give an example, pastel tones are often used by modern and independent businesses to perceive calmness and wholesomeness; it can, however, come across as amateur by some, whereas bold and saturated tones communication more energy and action but can come across as carefree and pushy.

An intelligent designer will tend to stick to one or two original colours that give the brand an association with their chosen colour scheme. For example, when you see a bright red and yellow combination, it is difficult not to immediately think of McDonalds (we used McDonalds as an example in the psychology of shape blog – it shows what a great logo design can do!). Companies that offer a range of services or products or those keen to promote diversity can sometimes pull off multiple colour. If you think of eBay and Google you get the image. However, most companies are best off sticking to a limited palette. Once your business is in a position where your brand is synonymous with the market or product, then you can be more adventurous with your logo colours!

It is also important to say that your logo should still work in black and white. Some media channels and platforms are void of colour so rely on a black and white version of your logo. Do some simple testing on this before committing to a design and regretting it later.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
8 Tools For Automated Social Media Marketing

8 Tools For Automated Social Media Marketing

In today’s era, marketing online without using the instruments of social media is like using a bucket without a bottom. Social media is your salvation to improved visibility, reach and exposure, the one thing that will fill the vacuum and kill the friction in your marketing efforts.

Paul Simmons
Paul Simmons 13 February 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Infographic: Direct Mail vs Email

Infographic: Direct Mail vs Email

In the past direct mail has been referred to as dead. So we decided to do some research and compared direct mail to email marketing, it's digital alternative.

Rosie Niblock
Rosie Niblock 15 February 2017
Read more
5 Ways To Get Your Business In Front Of Your Audience

5 Ways To Get Your Business In Front Of Your Audience

Having a strong online presence is a key factor in having a successful business these days. With so many marketing options available, there are various opportunities for businesses to promote themselves online.

Kristian Rivera
Kristian Rivera 13 February 2017
Read more