The Psychology of Colors in Logo Design

Close your eyes and imagine the color of the Twitter logo.

We are sure that, with slight differences, each of you has imagined the same hue of the famous social bird.

The Importance of Color in Marketing

Color determines 80% of a brand’s recognition and can transmit emotions and moods in milliseconds, based on its shade. This principle also applies to marketing: in a study called “Impact of Color in Marketing,” researchers found that up to 90% of impulse purchase decisions can be influenced by colors.

Thus, there is a true psychology of colors, and knowing it allows us to choose shades based on the emotions we want to evoke. The most commonly used colors among the world’s top 100 brands are blue (33% of cases), red (29%), gray or black (28%), and yellow or gold (13%).

But what color should be used for a brand’s new logo? Each color has its characteristics, but we must not make the mistake of overgeneralizing: green is used in environmental contexts with shades closer to yellow, but it is also used in financial contexts with darker tones. Let’s try to provide some guidelines to identify certain sensations.

A Brief Guide to Color Psychology

Strength

Strength is represented by the color red: it symbolizes blood, enthusiasm, energy, but also romance and desire. In a brand, it grabs attention and puts the observer in a state of “action”; that’s why it’s the chosen color for many fast-food chains (it encourages fast consumption).

Calm

Calm is associated with the color blue: unlike red, it invites stillness and evokes feelings of loyalty, trust, reliability, and relaxation.

Creativity

Creativity, liveliness, and optimism are stimulated by the colors yellow and orange. These colors give the brand a sense of youthfulness and vitality. Compared to blue and cool tones, this color breaks down barriers between the observer and the brand, making it feel “closer” and more familiar.

Purity

Purity is symbolized by white. This color can be used in medical services and for brands that want to stand out with a clean and minimal design. However, be mindful of cultural backgrounds; for example, in China, white is associated with mourning.

Fear

If fear had a color, it would be black, but in brands, it also symbolizes class, credibility, and elegance.

Fertility

Fertility, growth, freshness, and nature are symbolized by the color green, which, as mentioned, can also be synonymous with safety, peace, and reliability.

Color as a Strategic Advantage

In the choice of colors, as with any project, it’s essential to identify the target audience, considering both cultural aspects and whether the majority of the audience is male or female.

An American marketing study (KISSmetrics) found that gender influences color preferences: both men and women prefer blue, but in different percentages. Men are more likely to choose dark colors (shades with an addition of black), while women are more receptive to light colors (shades with an addition of white).

Taking into account the studies conducted so far to choose the color of the logo and the entire corporate image allows for a strategic advantage and more positive feedback on brand appreciation.