Colour psychology in logo design, an illustrated guide

By August 12, 2015Branding
Red in logo design

When thinking about your logo design, colour is one of the most important elements to consider. Every colour creates an emotional reaction in people and these reactions are usually based on culture. In design, colour is used to help guide emotion and give people a particular feeling about a brand.

To help you choose the right colour for your logo design, here’s an explanation of the colour wheel with examples of companies who are conveying successful messages about their brand – without saying a thing.

Yellow in logo design

Yellow in Logo Design

Connotations: Cheerful, friendly, positive, energetic, warm
Examples: McDonald’s, Shell, IKEA

Orange in logo design

Orange in Logo Design

Connotations: Fun, friendly, playful, happy, warm
Examples: Nickelodeon, Fanta, Amazon

Red in logo design

Red in Logo Design

Connotations: Exciting, bold, energetic, attention-grabbing, love, passion
Examples: Coca-Cola, Virgin, Kelloggs

Purple in logo design

Purple in logo design

Connotations: Creative, imaginative, wise, mysterious, sensual, regal
Examples: Yahoo!, Cadbury’s, Hallmark

Blue in logo design

Blue in logo design

Connotations: Dependable, strong, reliable, trustworthy, calm, serenity, peace
Examples: Dell, Facebook, Oral-B

Growth in logo design

Green in logo design

Connotations: Trustworthy, fresh, soothing, peace, growth, health
Examples: Whole Foods, Tropicana, BP

black and white in logo design

Black & white in logo design

Connotations: Elegance, Sophistication, Classic, timeless, calm, balance
Examples: Apple, Mercedes-Benz, Swarovski

Although colour is only one of many aspects of the logo design process, psychologists have found a strong correlation between colour and emotional response, proving that colour is crucial in determining how your brand is viewed.

(Illustrations by Matt Varker, Gorilla)

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