What emotions does your audience think when they see your logo?
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!
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.
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.
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.
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.
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.
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.
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.
Like black, white can work well with just about any other color but is often associated with purity, cleanliness, and virtue. It will help to convey simplicity, though, and is popular in minimalist designs. White has the ability portray both winter or summer, depending on the other design elements and colors that surround it.
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