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Designing a Logo with Colour Psychology


The first impression your brand makes will be formed largely by color.

Selecting the right color palette for your logo is one of the most important choices you can make while establishing your brand aesthetic. Choosing the right logo colors can highlight your business’ strengths and help you attract the right customers. And, as you might guess, the wrong combination can have the reverse effect.

When it comes logo design, there’s no “one size fits all” solution, however understanding the psychology of colour can help you construct a palette that reflects your goals and vision.

Colour Psychology

Color psychology is a study of hues and their influence on human behavior. It’s one of the key areas of branding and marketing, and if you dig into color psychology; it really can help you attract more customers.

Color psychology has a deep history, and studies today are more intense than ever, as human perception of color helps major corporations cash in. The rules of color psychology haven’t actually changed, and anyone can use them. This post has gathered the most simple-yet-effective recommendations that will help your startup attract the right audience and win customers’ hearts.

Blue is calming and instills a sense of safety and confidence
Positive Associations Intelligence, Communication, Trust, Efficiency, Calm, Duty, Coolness, Reflection
Negative Associations Coldness, Lack of Emotion, Unfriendliness
Green creates a sense of safety and suggests stability and endurance
Positive Associations Harmony, Balance, Rest, Restoration, Equal, Peace
Negative Associations Boredom, Stagnation, Blandness
Yellow Lifts spirits, boosts confidence, encourages optimism
Positive Associations Optimism, Confidence, Strength, Creativity, Honor, Loyalty
Negative Associations Irrationality, Fear, Anxiety
Orange is energetic, Inviting and can stimulate emotions
Positive Associations Phsyical comfort, Warmth, Security, Passion, Endurance
Negative Associations Frustration, Immaturity
Red raises blood pressure and stimulates the pulse rate and appetite
Positive Associations Courage, Strength, Warmth, Adventure, Action, Love, Excitement, Energy
Negative Associations Danger, Aggression, Strain, Defiance
Pink is soothing, light-hearted and friendly
Positive Associations Nurture, warmth, feminine, love, sexuality, appreciation
Negative Associations Emasculation, physical weakness
Purple evokes a sense of serenity and artistry
Positive Associations Vision, luxury, truth, quality, spirituality
Negative Associations Introversion, decadence, suppression, inferiority
Brown suggests reliability and feels solid and earthy
Positive associations depth, reliability, support, simplicity, utility
Negative associations Lack of humour, heaviness, lack of sophistication
Black is sophisticated and comminicates uncompromising quality
Positive associations sophistication, glamour, security, efficiency, substance
Negative associations oppression, coldness, menace, heaviness
Grey can have a dampening effect, so it should be used carefully
Positive associations Balance, neutrality
Negative associations Dampness, depression, low energy
White promotes a spacious and clean feeling
Positive associations hygiene, clarity, purity, simplicity, sophistication
Negative associations sterility, coldness, barriers, elitism


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