Color Psychology in Logo Design: What You Need to Know
Explore how color psychology influences logo design, shaping brand perception and evoking emotions to create a powerful visual identity.
Learn | By Jeff Collier
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Color influences our initial impressions and decisions.
In fact, about 85% of purchase decisions have something to do with color!
How can you use that fact to your advantage? Which colors can help your logo stand out?
Read on to understand the impact of color psychology in logo design!
Why Logo Color Matters
Photo credit: EVG Kowalievska and rdne stock project via Pexels / Color temperature gradient: Bhutajata, CC BY-SA 4.0, via Wikimedia Commons
Some experts believe people evaluate brands using emotions rather than information.
Perhaps the way a certain color makes us feel influences how we see a logo or a product.
Colors in the red area of the spectrum can make us feel anything from warm and comfortable to angry and hostile.
Cool colors, on the other hand, are often described as calm. But they could backfire and evoke sadness or even indifference.
Color Psychology Guide
How people respond to a logo color depends on context, culture, shade, and much more.
For now, we can look at what the basic colors generally mean when used for marketing and branding.
Blue: Trust and Reliability
Credit: Canva
Blue inspires tranquility, dependability, and professionalism. That’s why it’s used for financial companies (American Express, Paypal, Venmo, Visa, etc.).
It’s also popular with tech companies like Dell, Intel, and General Electric. It even works for medical industries.
Of course, you also see the color used for the famous social media sites, which makes it associated with social connection and success.
Overall, blue is a non-offensive choice. Plus, it’s the most-liked color in the world. Over 35% of people consider it their favorite color!
Yet, it does have its drawbacks. For instance, blue can suppress appetite. So, it might not be the best fit for the food industry.
Red: Power and Passion
Credit: Canva
Unlike blue, red can actually increase appetite and boost metabolism. Some experts believe that the color makes people more impulsive and likely to eat more as well.
With that in mind, it’s not hard to see why many restaurant chains rely heavily on red in their logos—Wendy’s, Burger King, Chick-fil-A, etc.
But red is also bold and works well in retail and entertainment.
Yellow: Hope and Joy
Credit: Canva
Yellow is associated with optimism and extraversion, which makes it a good fit for companies that want to reflect a friendly vibe.
It’s also hard to miss and draws the eye (think warning signs). So, it can help your logo stand out in the crowd.
Some famous logos that feature yellow include McDonald’s, Post-It, Reece’s, Lipton, and Chupa-Chups.
Orange: Playfulness and Energy
Credit: Canva
One of the most popular orange logos ever is Nickelodeon’s iconic splat—lighthearted, fun, and welcoming.
That’s because orange takes the energy of the red and the joy of the yellow and blends them. The result is something fit for a creative and friendly business.
Fanta is another great example.
Green: Nature and Renewal
Credit: Canva
Green inspires a clean, fresh, and sustainable vibe. In logos, it usually works for well-being, organic eating, and refreshing beverages.
However, some shades are playful, too. Think Android’s green droid mascot.
Pink: Youthfulness and Nurturing
Credit: Canva
Beauty, desserts, toys, and fashion—these are all industries where pink logos fit right in.
Keep in mind that the closer you get to red, the more energetic and fiery your logo will be. Meanwhile, muted and pastel pink shades tend to evoke feelings of serenity and nostalgia.
The bright pink Barbie logo is one of the most recognizable and iconic examples.
Purple: Glamour and Mystery
Credit: Canva
Did you know Queen Elizabeth I banned anyone but the royal family from wearing purple?
Because purple dye used to be hard to come by, only the elite had access to it. Soon, the color became synonymous with wealth and royalty.
Today, the pigment is much more accessible, but the elite status remains. For instance, NYU’s emblem creates a sense of sophistication and ambition.
Purple also works with chocolate brands (e.g. Cadbury and Milka) since it feels luxurious.
Black: Power and Modernity
Credit: Canva
Black is the color most associated with quality and high-tech products. It’s also a pretty timeless and serious color.
It makes sense that you see it a lot in finance, automobile companies, and high-end fashion brands.
White: Clarity and Elegance
Credit: Canva
On its own, white is fresh, sophisticated, and impactful.
Of course, black and white often go hand in hand, creating a clean, minimalist look. Some people are a little concerned by the sheer amount of black-and-white logos out there, but it’s still a classic combo.
Gray: Calm and Professionalism
Credit: Canva
A blend between white and black, gray exudes modernity and reliability. It can also seem cutting-edge, which makes it a good fit for tech companies.
But it’s mostly neutral and versatile. It works on everything from Apple to Wikipedia.
Brown: Nature and Stability
Credit: Canva
Brown is resilient, warm, and dependable. More often than not, companies use it because it’s relevant to the product. Think chocolate or coffee.
However, some people might associate it with decay or melancholy.
Most-Used Logo Colors
The most commonly used colors in logo design are:
- Blue
- Red
- Greyscale
- Yellow (or gold)
- Green
3 Tips for Picking Colors for a Logo
Credit: Ivan Samkov
Now that you have an idea about the psychology of the basic colors, you might want to check out a few practical tips:
1. Start With Black and White
Consider starting your design with black and white before going in with colors. This way, you can focus on the shape and form at the early stages.
2. Don’t Go Overboard
Many designers will tell you to use a maximum of three colors in your logo.
Sure, there are a lot of successful logos that break this rule—NBC, Google, eBay, and Microsoft.
However, this is still good general advice. After all, Zippia estimates that 95% of leading brands use one or two colors in their logos!
3. Use the Color Wheel
If you have color in your logo and want one or two more, use the color wheel to help you choose the right combination.
You can find interactive color wheels online, like this one from Canva.
This allows you to check complementary, monochrome, analogous, or triadic color schemes for guidance.
To go deeper on how these schemes all work in practice, visit this guide to color theory for photographers.
Final Thoughts
There’s no single color that guarantees that your logo will be a success. You have to consider the context, the market, and the brand identity.
Think about how you want people to feel when they see the design. And no matter which way you go, make sure to keep the colors consistent!
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Jeff Collier is an experienced film photographer who enjoys experimenting with modern digital photography equipment, software and apps. He’s also an ex-world champion triathlete and avid cyclist, clocking hundreds of km each week in the beautiful Tweed Valley of northern NSW, Australia.
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