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Logo Design: using the psychology of colour

Unless you live under a rock, you probably know that colours have meanings and evoke certain emotions. It makes sense, right? Though it seems to be common sense, let’s take a moment to review what your colour choices are actually saying. When it comes to branding and logo design, colour psychology is essential. What do you want people to feel when they see your design? According to Media Novak, here are some basic color associations:

Red evokes aggressiveness, passion, strength and vitality
Pink evokes femininity, innocence, softness and health.
Orange evokes fun, cheeriness and warm exuberance.
Yellow evokes positivity, sunshine and cowardice.
Green evokes tranquility, health and freshness.
Blue evokes authority, dignity, security and faithfulness.
Purple evokes sophistication, spirituality, costliness, royalty and mystery.
Brown evokes utility, earthiness, woodsy-ness and subtle richness.
Gray evokes somberness, authority, practicality and a corporate mentality.
Black evokes seriousness, distinctiveness, boldness and being classic.

About the author

Annie is a graphic design ace who has designed and manufactured handmade jeans, tried her hand as a barber, and even masqueraded as a concert level pianist. Don’t be shy. Say hello!

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