Emotional Spectrum: The psychology of color in logo design

toni December 2, 2015
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Psychology of color in logo design

Color has always had a huge impact on how we perceive the world around us, literally as well as subconsciously. According to research by WebPageFX, “people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.”

In an earlier post “The Power of Great Typography“, we talked about how different typographical choices can affect the way readers perceive a message. This is also true of color choices, particularly in logo design.  A well-designed logo is an important tool to help visually express a company’s identity. Since the logo is usually the first thing a customer sees or knows about a company, it’s crucial for designers to understand the psychology behind the colors they choose and how these colors are perceived by customers. Check out what some of the most popular logo colors are subconsciously expressing below and get an idea of what your logo is conveying.

 

orange

EMOTIONS 

  • Excitement
  • Caution
  • Warmth
  • Sociable

MARKETING TACTICS

  • Creates a call to action
  • Found in impulsive shoppers
  • Friendly, confident brand
  • Represents affordability

LOGO EXAMPLES

orange_brands

 


 

green

EMOTIONS 

  • Health
  • Tranquility
  • Growth

MARKETING TACTICS

  • Used to relax in stores
  • Associated with the wealthy
  • Symbol of fertility

LOGO EXAMPLES

green_brands


 

purple

EMOTIONS 

  • Wisdom
  • Nostalgia
  • Success
  • Creative

MARKETING TACTICS

  • Often used in beauty products
  • Used to soothe or calm

LOGO EXAMPLES

purple_brands


 

blue

EMOTIONS 

  • Peace and serenity
  • Security
  • Productivity
  • Trustworthy
  • Honest

MARKETING TACTICS

  • Most preferred by men
  • Curbs appetite
  • Often used in corporate business due to it’s link to productivity and non-invasiveness
  • Creates sense of trust in brand

LOGO EXAMPLES

blue_brands


 

yellow

EMOTIONS 

  • Cheerfulness
  • Warmth
  • Communication
  • Optimism
  • Youthfulness
  • Logical
  • Confident

MARKETING TACTICS

  • Used to grab attention
  • Shows clarity

LOGO EXAMPLES

yellow_brands


 

red

EMOTIONS 

  • Passion
  • Love
  • Strengh
  • Intensity
  • Action
  • Engery

MARKETING TACTICS

  • Stimulates appetite
  • Creates urgency

LOGO EXAMPLES

red_brands2

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