Use Color Psychology to Plan Your Logo


Your logo is often the first glimpse the consumer gets of your business. Without having ever stepped foot in your store or visited your website, people make judgments about your business based solely on your logo. With so much riding on this one image, it’s important that you consider every detail, especially the colors you use and the message they send.

The research behind color psychology is vast. Below we have included some of the emotions evoked by different colors and what they mean for your brand when used correctly. Choosing the colors is only the first step. To really make your logo impactful, you need to go further than just choosing flat colors.

You must consider the gender of your target audience. Men and women prefer different colors. Think about the intensity of the colors you choose. A Bright, vibrant green is more eye-catching, but a muted green is more calming. You want your logo to express your company’s personality to its target audience. Get started by exploring the colors below.


Do you want your logo to scream youth, passion and trust? Use red in your logo. Brands like Coca-Cola, Target and Virgin Netflix all recognize the power of a bold red logo. This intense color evokes strong emotions and can be used in restaurants to stimulate diners’ appetites.


Orange can help create a sense of urgency. When used in marketing materials, orange helps to create a visual call to action. It’s a confident color used by brands including Payless, Gulf and Harley Davidson.


The ultimate cheerful color, yellow is often used to catch the attention of window shoppers. Yellow can instantly increase cheerfulnessand stimulate mental activity. Best Buy and Nikon are two brands that rely on yellow’s uplifting abilities.


Nature lovers gravitate towards green. It is used to create a calming environment when used in business. At the same time, it symbolizes wealth and prosperity, making it ideal for brands that want to appear fresh and thriving. Starbucks, Whole Foods and Holiday Inn all use green as the predominant colors in marketing materials.


Favored by banks, financial firms and large corporations, blue is a non-invasive color that is associated with peace and calm. Even though it is often viewed as a “cold” color, blue can create a sense of security when used in branding. American Express, Visa and General Motors rely on blue logos to coax trust from target audiences.


Look wise, regal and creative when you use purple to market your business. Like green, it can be used to calm shoppers, making them feel confident about the given brand. It is often used on beauty and anti-aging product packaging. Urban Decay, Hallmark and Aussie all use purple logos.