will need to take great thought in choosing the color that you want
for the logo design to identify your business. Once a color is
owned it will be forever associated with you and your company.
It can be just as important to your identity as your logo design.
If a shape provides a symbol, you should know that color does
It is important to understand the psychology of color choices.
A good color selection can help make an identity system more effective,
while a poor color selection can actually damage your company's
image in the eyes of the public.
Colors evoke feelings and represent ideas. In logo design, knowledgeable and appropriate use of color is critical.
The effects of color in logo design differ among different cultures,
so the attitudes and preferences of your target audience should
be a consideration when you plan your logo design of any promotional
materials. For example, white is the color of death in Chinese
culture, but purple represents death in Brazil. Yellow is sacred
to the Chinese, but signified sadness in Greece and jealousy in
France. In North America, green is typically associated with jealousy.
People from tropical countries respond most favourably to warm
colors; people from northern climates prefer the cooler colors.
In North American mainstream culture, some colors are associated
with certain qualities or emotions: Red colors can stimulate warmth,
hunger, and excitement. Cooler colors such as green and blues,
enhance calm and content feelings. Dark colors make objects seem
heavier, while light colors make them seem lighter. Yellow may
reflect a lack of worry, while black a troubled state. Of course
not all colors mean the same things to all people. Yellow may
sometimes mean cheap, Green may mean money or greed, Black may
mean elegance or death.
The power of color is something that most people are unaware of
- in fact, few are unaffected by it. It is quite important that
we live with the colors that best suit our personalities so that
we can enjoy a more contented and healthier life. Colors affect
people in many ways, depending upon one's age, gender, ethnic
background or local climate. Certain colors or groups of colors
tend to evoke a similar reaction from most people - the overall
difference being in the shade or tones used.
Psychologically, and on its own, white is the color of cleanliness
and purity, truthfulness, youth, simplicity and innocence. White
has become a very popular background color in web sites, because
it offers the best readability onscreen, and as a non-color.
Market researchers have also determined that color affects shopping
habits. Impulse shoppers respond best to red-orange, black and
royal blue. Shoppers who plan and stick to budgets respond best
to pink, teal, light blue and navy. Traditionalists respond to
pastels - pink, rose, sky blue.
Cool colors have passive, calming qualities that aid concentration
and can create a mood of peacefulness and tranquility, reducing
tension. Energy, Passion, Power, Excitement Health, Regeneration,
Contentment, Harmony Happy, Confident, Creative, Adventurous Honesty,
Integrity, Trustworthy Wisdom, Playful, Satisfying, Optimistic
Regal, Mystic, Beauty, Inspiration. Cool shades include Violets
Check out our Color Descriptions
BLACK & GRAYS
Formal, mournful, rich, elegant, serious, seriousness, distinctiveness,
boldness, sombreness, authority, practicality and a corporate
Authority, dignity, security, faithfulness, trust, reliability,
Deep blues: Analytical, serious. scholarly, academic, naval, regal.
Pale blues: Calm, pacific, ethereal, fresh, clean, cool.
BROWNS & BEIGES
Somber, natural, authentic, utility, earthiness, woodiness and
Environmental, motion, mobility, wealth, natural, tranquillity,
Warm, cautious, hazardous, cozy, energetic, fun, cheeriness, warm
PINK & LAVENDERS
PINK: femininity, innocence, softness, health.
Royalty, spirituality, dignity, sophistication, costliness and
Aggressive, assertive, intense, strength, vitality, life-sustaining,
passionate, courageous, insightful.
Tropical, sunlit, healing, illuminated, discovery, positivity,
sunshine and cowardice.