Psychology Of Logo Colors

The use of color in logo design and company branding is an incredibly complex aspect of marketing. We, as human beings, are conditioned to respond to different colors in different ways.

Color has a collective quality, it is memorable and does not depend on words and names.
The colors touch our hearts associated with feelings and moods. Each color has meaning and is subject to conditioning and an associative connection.
When color is used for business branding, the product will link to tone and meaning and accompany the product.

Logos seem to attract more customers when the color of the brand logo matches the personality of the goods or services, such as the color pink being heavily used on Victoria’s Secret branding. (Wikipedia Color Psychology)

As such, colors can have a tremendous impact on the effectiveness of your company logo, which is the primary visual representation of your company brand.
In this article, we’re going to go over the psychology of color in logo design to better help you understand which colors are used with the most frequency and why. We hope that this information regarding logo colors and their associated meanings proves helpful to you when you create a logo for your business.

Meaning of Colors In Branding

black colors logo ideas


This color is, technically, not a color in and of itself but rather an absence of color. That being said, it still carries with it plenty of feelings and meanings. In most cases, black gives off a sense of sophistication and authority but can also carry a hint of mystery. It can also indicate a feeling of confidence and strength. Ultimately, black is a good choice for your logo design if you want to instill your brand with a feeling of power. Black is also popular in logo design because it can be paired easily with any other color on the spectrum.


Like black, white is more of an absence of color than a color itself but even so it has powerful associations connected to it. This color invokes a sense of purity and clarity, and also often carries with it feelings of renewal and new beginnings. It is also a popular choice for logo colors because, like black and gray, it can be easily paired with any other color.


One of the most striking colors int eh spectrum, red is very vibrant and eye-catching. This makes it a popular choice when it comes to logo colors because of how it grabs the attention of consumers. Generally speaking, red instills feelings of excitement and passion, and there is scientific evidence supporting the concept that seeing the color red can actually physically affect us by raising our blood pressure and heart rate). In addition, Red is also the color of desire and love, but be careful about using too much red in your logo design because it can also be the color for anger.

A study made by a professor of psychology at the University of Rochester, Andrew J. Elliot, discovered that the person who dresses in red colors feel more sexually appealing.

Red colors logo ideas


Similar to yellow (which we will discuss momentarily) orange is a bright and energetic color that stands out dramatically from other colors no matter the context, making it an ideal choice if your goal is to attract attention to your logo design. Generally, orange carries with it the connotations of youthfulness, energy, lightheartedness, and creativity. Orange isn’t used as often as yellow or red but is still a great choice if you want your logo colors will draw the eye and gives off a feeling of bright energy. It is also sometimes associated with the seasons of autumn and summer.


Royal purple carries with it feelings of royalty and vitality; it is a rare color in nature and as such is very impactful visually when used for logo design. It also gives off a sense of luxury, refinement, power, nobility, and elegance. It’s a good choice if you want your logo colors to come across as more refined and sophisticated.

Best Logo Design Ideas


Authority, humility, practicality, and stability are well connected to Greys. It’s popular in logo design because it can be used in combination with almost any other color.


Luxsurios golden colors are one of my favorites in logo design. Gold color instills a feeling of regality and sophistication that is lacking with its more vibrant counterpart yellow. It also invokes a sense of wealth and stability.

Gold colors logo ideas


Known for its sunny brightness. It represents energy and optimism and often invokes feelings of warmth and excitement. That being said, different shades of yellow can also carry different meanings. A darker yellow that trends more towards gold can signify a more dignified and regal sort of energy, offering a sense of reliability that isn’t usually present with the more bright and vibrant shades of yellow. Alternatively, yellow can also represent caution and safety, and as such is used often for construction equipment and notifications. Another notable benefit to the color of yellow is that, regardless of the specific shade being used, the color yellow will almost always stand out in comparison to other colors (even if the logo you’re using has a lot going on, the yellow portions will visually pop into focus quite easily).


By nature blue colors more soothing color that inspires feelings of peace and relaxation. Also carries with it a sense of serenity and regality that many other colors lack. If you want your logo to give off a feeling of stability, trustworthiness, and confidence, blue is a good choice. It’s also a solid choice if you want to inspire a feeling of tranquility; some studies have discovered evidence that suggests that the color blue is actually capable of slowing down our body’s metabolism. That being said, don’t go overboard when using the color blue; it is also the color of sadness and melancholy.

blue colors logo ideas


The earthy tones of this color promote feelings of stability and dependability. Brown can help people feel more grounded, and as such can serve as an effective grounding color in your logo design (helped by the fact that it pairs well with most other colors).


Fantastic color association with femininity, but also carries with it an association with love, romance, and springtime. Pink also carries with it a feeling of playfulness energy and youthfulness. We will see the pinks used often in beauty and fashion logos.


Often considered green as the color of nature; the majority of plants are green, after all, and as such the color green carries with it the feeling of life and growth. It can also represent new beginnings and fresh starts, and also carries with it a feeling of safety and security. Alternatively, green can also carry the meaning of money and wealth. Ultimately, green can be a very effective logo color, although many experts seem to feel that it serves as a better background color than as the color of the primary logo design.

Logo colors green logo design ideas


If you are a small business owner, establishing a startup or an entrepreneur, keep in mind that your company branding is going to be a big part of your business successes. Select the best Logo Colors according to the nature of your brand. Consider your target audience, who is the person watching your brand? What emotion would you like to evoke when he examines your colors? These are some of the questions you need to ask when designing a logo and branding business.
The right connection between the logo and the chosen brand colors will not only attract the attention of the viewer but will not leave him indifferent to your brand.


K. Shavit

Keren Shavit is an advertising specialist & brand manager

Keren Shavit is an advertising specialist & brand manager living South Africa, working in the industry since 2011. The founder and CEO of SCC Advertising Agency and The Logo Makers Group. Providing training and lectures in the field of advertising, media, and marketing to government agencies and the privet sector. PR management including radio broadcast.

  • Design & Visual Communication Diploma
  • Publishing & Marketing Diploma