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
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
McDonald's: the History and Evolution of a Famous Logo

McDonald's: the History and Evolution of a Famous Logo

McDonald's logo is one of the most recognizable in the world. What does the logo of this brand mean, how did it evolve and what is the secret to the success of McDonald’s fast food network?

Anna Kuznetsova
Anna Kuznetsova 24 October 2019
Read more
The Unintended Consequences of Brand Building on Social Media

The Unintended Consequences of Brand Building on Social Media

The rise of social media and digital connectivity in our daily lives has necessitated brands to establish a strong online presence, often relying on image-based social media platforms to engage with customers and...

Rob Sewell
Rob Sewell 9 February 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more