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How can I choose colour psychology for your brand/logo ?

10/01/2022
7 min read
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TThe importance of colours has been proven by many brands. We associate most of the famous brands with their logo colour. For example, when we think of Netflix, we imagine red, Facebook is blue, Starbucks is green. These colour associations have been imprinted in our minds through perfectly executed campaigns.
Luckily, choosing the perfect colour combination for your logo shouldn’t be guesswork. Now, in this article, we’re going to help you choose your perfect logo colour. How? We’ll speak about what to consider while choosing a logo colour, its meaning, and will share some tips on logo colour combinations.

Table of contents
1
What is colour psychology
2
The psychology of White colour
3
The psychology of Grey colour
4
The psychology of Blue colour
5
The psychology of Green colour
6
The psychology of Red colour
7
The psychology of Yellow colour
8
The psychology of Orange colour
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Psychology of Colours

As our brains process visuals more than 60,000 times better than text, when people think of your brand, chances are, your logo is the first thing they are going to recall. This is why it’s important to make the right impression on your target audience. By choosing the right colours for your brand logo, you can decide how you want them to remember you and create the desired brand image. This is what Color Psychology studies.
Do colours really affect our behaviour? Or, is it just a myth? Studies show that the physiological and emotional effect of colours depends on different factors such as the customers’ past experiences, culture, natural environment, gender, nationality, etc.
This is why you need to define your target audience and align your colour palette with your brand personality and the emotions you want to evoke. This knowledge can be useful to both large brand managers and small business owners.

There are 6 basic principles in colour psychology:

  • Specific meanings can be attributed to different colours
  • Those meanings can be based on learned meaning or biologically innate meaning
  • People perceive and evaluate colours automatically
  • The evaluation forces colour-motivated behaviour
  • Colours influence people automatically
  • Colour-motivated behaviour also depends on the context

Now that we have some primary knowledge of how colour psychology works, let’s see the common definitions of some colours, with logo examples:

- Black: Black is considered an elegant and serious colour that shows power, intelligence, and luxury. Black logos are often used by brands that want to target an audience that values sophistication and elegance. This colour is commonly used as a background or for monochrome logos.  If not used correctly, however, it can be associated with negative concepts such as sadness and even death.

- White: White is pure, clean, simple, and fresh. It’s a neutral colour that is often used as a background to highlight the other colours. Also, white is popular in industries like healthcare, technology, and luxury products.

- Grey: Grey often evokes feelings of professionalism, stability, credibility, and is associated with technology. It’s a practical and neutral colour mostly used as an accent colour or a background colour.

- Blue: Blue is tranquillity, trust, and stability. Different tones of blue, such as navy blue, are among the best colours to go for if you want to evoke a feeling of trust. It’s the most popular logo colour used for Fortune 500 companies. Besides, this colour is one of the favourite colours of both men and women. Blue is the beloved logo colour of technology and financial companies, and honestly, one of the best for this sphere.

- Green: Green is associated with growth, health, and nature. Green logo design mostly implies that your company is eco-friendly and your products are organic and fresh. Sometimes, green can refer to money and be used as part of the logo design of financial companies.

- Red: Red is passion, power, youthfulness, energy, and confidence. Red is dynamic and is one of the best colour choices if you want to evoke strong emotions, attract attention, and create a feeling of urgency. Companies from the food industry use this colour because it increases appetite.

- Orange: Orange is considered cheerful, friendly, and creative. It shows enthusiasm and stimulates the brain. Besides being friendly, sometimes it can be considered aggressive. Orange logos are frequently used by the food industry and companies specializing in kids’ products.

- Yellow: Yellow is the colour of happiness and joy. It’s fun and full of optimism. Yellow can be used to grab the attention of consumers and encourage them to take action. Sometimes, it’s associated with caution. The food and automotive industries often use yellow logos.- Purple: Purple is considered the colour of success, luxury, courage, and wealth. Besides, it can present mystery and magic by playing with imagination. This colour perfectly shows the balance between the physical and the spiritual. Purple logos are often favoured by luxury goods companies, beauty brands, as well as by educational institutions.To choose the perfect logo colour or logo colour combination, think about the associations and emotions that colours unconsciously create. By choosing the right colour you will create the right perception of your brand.

- Purple: Purple is considered the colour of success, luxury, courage, and wealth. Besides, it can present mystery and magic by playing with imagination. This colour perfectly shows the balance between the physical and the spiritual. Purple logos are often favoured by luxury goods companies, beauty brands, as well as by educational institutions.

To choose the perfect logo colour or logo colour combination, think about the associations and emotions that colours unconsciously create. By choosing the right colour you will create the right perception of your brand.

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