Colour offers an instantaneous method for conveying meaning and message in your logo. It’s probably the most powerful nonverbal form of communication we can use as designers. Our minds are programmed to respond to colour.
As humans our very survival is hung on the identification of colour. We stop our cars for red lights and go on green, we look at the colour of certain plants and animals to determine whether or not they are safe for us to eat or touch, the bottom line is that colour is a very important part of our daily lives.
It’s important for us as designers to use colour appropriately and understand the meaning behind the colours we choose. Just remember, colour psychology consists of culturally created ties that can change over time and location. It is by no means an exact science and is still largely based on anecdotal evidence.
Colour Psychology - What do They mean?
Action, Adventure, Aggressive, Blood, Danger, Drive, Energy, Excitement, Love, Passion, Strength and Vigor
Red is an intense colour. It can summon conflicting emotions from blood and warfare to love and passion. It is often used in logo design to grip the viewer’s attention and
has been known to raise one’s blood pressure or make people hungry.
Caution, Cheerful, Cowardice, Curiosity, Happiness, Joy, Playful, Positivity, Sunshine and Warmth
Yellow, much like red, can have conflicting messages. It can represent sunshine and happiness or caution and cowardice. Yellow is bright and highly visible which is why it can often be found on caution and other road signs. Yellow is often used in logo design to get attention, create happiness and warmth.
Femininity, Floral, Gentle, Girly, Gratitude, Innocence, Romantic,
Soft and Tranquil
Pink is a feminine colour that conjures feelings of innocence and delicateness. It’s a softer version of red that can stir up visions of little girls, bubble-gum and cotton candy. The colour pink is also widely associated with breast cancer awareness. It is often used
in logos to add a feminine flare.
Crisp, Environmental, Fresh, Harmony, Health, Healing, Inexperience, Money, Nature, Renewal and Tranquility
Green represents life and renewal. It is a restful and soothing colour but can also represent jealousy and inexperience. You can often find it used in companies that want to portray themselves as eco-friendly.
Ceremony, Expensive, Fantasy, Justice, Mystery, Nobility,
Regal, Royalty, Sophistication
Purple implies royalty, mystery, spirituality and sophistication. Because purple is the combination of red and blue, it has both warm and cool properties. The colour purple can be found in many education related
and luxury product logos.
Enthusiasm, Fun, Jovial, Lighthearted,
High-Spirited and Youthful
Orange is made up of red and yellow
and can represent attributes from each of those colours. Orange is less intense
than red but still packs a lot of punch. It is more playful and youthful than red.
You can commonly find it used in logos
to create a playfulness or stimulate
emotions and even appetites.
Authority, Calm, Confidence,
Dignity, Established, Loyalty, Power, Success, Secure and Trustworthy
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 colour in
logo design and can be seen extensively
in government, medical and fortune
500 company logos.
Authority, Bold, Classic, Conservative, Distinctive, Formality, Mystery, Secrecy, Serious and Tradition
Black is technically, the absence of all colour. It’s a powerful and conjures authority, boldness, elegance and tradition. Black can be found in many logos for its boldness, simplicity and sophistication.
Authority, Corporate, Dullness, Humility, Moody, Practicality, Respect, Somberness and Stableness
Grey, is somewhere between black and white. From a moral standpoint, it is the area between good and evil. It is also known as neutral and cool. Grey is often used for the type within logos because it is neutral and works well with most other colours.