Introduction – Color Psychology in Logo Design

There was a Derren Brown TV special in the UK that showed just how powerful marketing could be in terms of its effect on our psychology.

In the special, Derren Brown had participants to design a logo or advert for an imaginary campaign and managed to predict what they would draw.

How?

By subtly planting advertising and images where they would see them, he managed to unconsciously ‘inspire’ them to draw what he wanted them to draw.

Color Psychology Chart in Logo Design:

As a marketer, business or web designer, the question you need to ask is whether you can achieve that level of influence and use it to influence buying behaviour.

And guess what?

This is something that logo designers and marketers do all the time.

When you look at almost any logo design, it’s worth remembering that even this has been designed specifically to evoke some kind of controlled reaction and to thereby impact on your psychology of staying on a website, buying a certain product, ordering a service etc.

Even the colors affect our Psychology! Here are some examples of how…

Brand Colors In Logo Design

Associations :

One obvious way in which colors can be used to influence our psychology in logo design is by triggering certain unconscious associations.

In other words, we are inclined to associate certain colors with certain things.

For example, when you see a logo that is designed to be green, then you might associate it with nature, with energy efficiency or with money.

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Likewise, when we see logos that are black, the association is more likely to be business, professionalism or executive style.

This is why a professional logo is more likely to be black or dark blue, while a logo for gardening is more likely to be dark green.

Culture

White meanwhile is ‘clean’, ‘crisp’ and ‘pure’ – which is why it works so well for Apple which creates very beautifully minimalist products.

Something to be aware of though is that the associations we hold for certain colors can vary from one culture to another.

In particular, the color white actually symbolizes death in Japan.

While this isn’t likely to be enough to put someone off of using a product, it’s useful to note that a color can have a different effect in different parts of the world!

Choose Best Color for Logo Design

Emotions

Colors can also trigger certain emotional responses which likely traces back to our evolutionary history.

Certain logos for example are able to increase our heart rate through their color, while others we find naturally relaxing.

This literally triggers physiological changes that can be measured with scientific instruments.

This is why red logos can evoke a sense of passion, youthfulness and excitement.

Companies like Virgin and Coca-Cola make full use of this!

Blue meanwhile is more calming and soothing and this works better for logos that are designed to be comforting and welcoming for the viewer.

Contrast

Finally, it’s also important to think of how color affects attention.

Colors like yellow and red are far more effective at getting us to turn our head than more muted colors like grey or brown.

Good logo design needs to take psychology into account, which is why LogoWhistle places such an emphasis on color in our design.

After all, it’s in our name!

Disclaimer : All the images used in the article were taken from Behance, Dribble, Colect UI and from the internet. None of the above images alre owned by LogoWhistle.

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Latest Posts Anusha Anusha Sankar, the head of LogoWhistle, is a passionate web designer at heart. A computer science graduate, she has associated herself with sketching and designing quite early in her life. As a self-learner, she began experimenting with logo designs from her home and made her way into the industry with sheer passion and talent. As a professional logo and web designer she has worked in hundreds of projects and have received accolades for her unique style and creativity. Through LogoWhistle, Anusha and her team are working on identifying, emphasizing and transforming logo design as a professional service in the industry. When she is not seen experimenting with colors and patterns, this working mom can be seen running her household and experimenting cuisines in her kitchen. Latest posts by Anusha see all) Real Estate Logo Design Inspiration- It’s Time To Influence House Hunters! - September 26, 2018