The human mind is very sensitive to visual stimuli, and color is one of them. Both consciously and subconsciously, colors convey meanings, not only in the natural world, but also in our culture. Graphic designers need to harness the power of color psychology to apply it to our designs, and in no field is it more important than logo design.
The use of color can carry multiple meanings, from primitive responses based on millions of years of evolved instinct to complex associations we make based on learned assumptions. Businesses can use these responses to underline and accentuate their brand messages. And your success as a logo designer will increase if you have a complete understanding of the psychology of color.
What the different colors mean or convey
The big brands choose their colors carefully.
Every color, including black and white, has emotional implications. As designers, we need to choose colors carefully to enhance the specific elements of the logo and add nuances to the message to be conveyed.
In general terms, bright and bold colors are eye-catching, but they may seem cheeky. Muted tones convey a more sophisticated imageBut they run the risk of being overlooked.
The particular meanings of colors are attributed to different cultures, for example, for our society lilac is a color that conveys purity and cleanliness, that is why many advertisements for many cosmetics use this color, but in the Middle East it conveys mourning.
What do the colors convey?
- Red: implies passion, energy, danger or aggression, heat… It has also been used to stimulate the appetite, which explains why it is used in many restaurants and logos for food products. Choosing red for a logo can make it more dynamic.
- Orange: is often seen as the color of the innovation and modern thinking. It also carries connotations of youth, fun and accessibility.
- Yellow - requires cautious use, as has some negative connotations, including its meaning of cowardice and its use in warning signs. Nevertheless, it's sunny, warm and friendly and it is another color that is used to stimulate the appetite.
- Green - Commonly used when a company wants to emphasize its beliefs natural and ethical, especially with products such as organic and vegetarian foods. Other meanings attributed to this color include the growth and freshness.
- Blue: it is one of the most used colors in corporate logos. it implies professionalism, seriousness, integrity, sincerity and serenity. Blue is also associated with authority and success, and for this reason it is popular with both financial institutions and government agencies. It is also widely used in technology companies such as IBM, Ubisoft or Playstation that use it for their packaging and advertisements.
- Lila: tells us about royalty and luxury. It has long been associated with the church, which implies wisdom and dignity, and throughout history it has been the color of wealth.
- Black: is a color with a divided personality. On the one hand, it implies power and sophistication, but on the other hand is associated with villainy and death.
- White: is generally associated with purity, cleanliness, simplicity and naivety. In practical terms, a white logo will always have to be on a colored background to be visible. Many companies choose to have a colored version and a white version of their logos; For example, Coca-Cola appears white on its red cans and brown bottles but is used in red when used on a white or light-colored background.
- Brown: has masculine connotations and is often used for products associated with rural and outdoor life.
- Pink: can be fun and flirty, is associated a lot with the female sphere.
These associations are not rigid rulesof course, but they're worth keeping in mind when making your color choices. Remember that the overall impact of your logo design will not depend on the colors themselves but on how they interact with the shapes and text.