You will need to take great thought in choosing
the color you want for your 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 the same.
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 all designed 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.
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.
Check our Color Description ( Psychology )
BLACK & GRAYS
Formal, mournful, rich, elegant, serious, seriousness,
distinctiveness, boldness, sombreness', authority,
practicality and a corporate mentality.
BLUES
Authority, dignity, security, faithfulness, trust,
reliability, belonging, coolness.
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 subtle richness.
GREENS
Environmental, motion, mobility, wealth, natural,
tranquillity, health, freshness.
ORANGES
Warm, cautious, hazardous, cozy, energetic, fun,
cheeriness, warm exuberance.
PINK & LAVENDERS
PINK: femininity, innocence, softness, health.
PURPLE
Royalty, spirituality, dignity, sophistication,
costliness and mystery.
RED
Aggressive, assertive, intense, strength, vitality,
life-sustaining, passionate, courageous, insightful.
YELLOW
Tropical, Sunlit, healing, Illuminated, discovering,
positively, sunshine and cowardice.
