What emotions does your audience think when they see your logo?

Logo Design

Color

Theory

While the message behind your logo should be your primary concern when creating a logo for yourself or your business, research has suggested that your logo’s design, specifically its colors, have more bearing on your audiences’ opinions than what you may think. Psychologists have studied how people are affected by colors and have found a strong correlation between colors and emotional responses. That is why it’s important to understand the way people interpret color. Below is Color Theory 101!

1. Red
Vigor, Passion, Strength, Excitement, Love, Danger, Blood, Drive, Energy, Aggressive, Action, Adventure. Red is a robust and intense color. It can bring about conflicting emotions from love and passion to blood and warfare. It is often used in logo design to grab a viewer’s attention. It is also known to raise a person’s blood pressure and make them hungry.

2. Orange
Youthful, High Spirited, Lighthearted, Jovial, Fun, Enthusiasm, Creativity, and Affordable. Orange can represent attributes from both of red & yellow. While orange is less intense than red, it still packs a lot of punch. It is more playful and youthful than the hues of red. You can commonly find it used in logos that will create playfulness or stimulate emotions and even appetites.

3. Yellow
Warmth, Sunshine, Positivity, Playful, Joy, Happiness, Curiosity, Cowardice, Cheerful, and Warning. Yellow, much like red, can have conflicting messages. It can represent sunshine and happiness or caution and fear. Yellow is bright and highly visible which is why it found on caution and other road signs. Yellow is often used in logo design to get attention, create happiness and warmth.

4. Green
Tranquility, Renewal, Nature, Money, Inexperience, Healing, Health, Harmony, Fresh, Environmental, and Crisp. Green represents life and renewal. It is a relaxing and soothing color but can also represent jealousy and inexperience. You can often find it used in companies that want to portray themselves as eco-friendly.

5. Blue
Trustworthy, Secure, Success, Power, Loyalty, Established, Dignity, Confidence, Calm, and Authority. Blue is calming and can stir up images of authority, success, and security. Most people can say they like at least one shade of blue. It is probably the most popular color in logo design and can be seen extensively in government, medical and fortune 500 company logos.

6. Purple
Spirituality, Sophistication, Royalty, Regal, Nobility, Mystery, Justice, Fantasy, Expensive, Ceremony. Purple implies royalty, mystery, spirituality, and sophistication. Because purple is the combination of red and blue, it has both warm and cool properties. The color purple is found in many education-related and luxury product logos.

7. Black
Tradition, Serious, Secrecy, Mystery, Formality, Distinctive, Conservative, Classic, Bold, and Authority. Black is technical, the absence of all color. It’s a powerful and conjures authority, boldness, elegance, and tradition. Black is found in many logos for its boldness, simplicity, and sophistication.

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6 Comments

  1. Shad Bowens

    Very useful info. A lot of designers don’t know this at all!

    Reply
    • Clinton Gorham

      You are very correct! I’ve met several designers that don’t really understand the concepts & meaning of color. Hopefully, this very simple blog will shed some light.

      Reply
  2. Tamika Madden

    Would turquoise be considered a color of blue or green… somewhere nearing the end of the year I will need a logo or design for my child care and I will definitely be coming to my brother I’m so proud of you this is absolutely amazing!!

    Reply
  3. DesignerDesmond

    Mc Donalds probably paid millions to figure this out, when they just could of read this fine article!

    Reply

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