Choosing Logo Colors with Emotions in Mind

When designing a logo for your business, it’s important to take into account the way people interpret color. It’s the right time to ask, what kind of emotion do I want my brand to convey?

What kind of emotion does your brand to convey? What sets your company apart from others? What’s your brand’s personality? These are the questions you need to ask yourself before dreaming up your brand logo – or things to consider when consulting a designer. You will find that just by answering the ‘emotion’ question will help you decide what colors should be in your palette.

Color speaks volumes

For years, psychologists have studied how people are affected by color. They’ve found a strong correlation between colors and emotional responses, further driving home the point that choosing the right color is crucial in determining how your brand is viewed, and remembered.

Think about the brands that you come in contact with every day. Walmart, Target, Apple, Subway – each one has A bold color scheme that enables us to recognize them immediately. But have you ever asked yourself what you “feel” when you see these logos? We even associate specific hues of color with specific logos and brands! Think about the last time that you looked at ‘Target red” and didn’t think of that giant bullseye! Below is a breakdown of each color and what emotional response/ or associations­ we have to each, according to some research reports.

Red: Excitement, Youthful, Bold, Passion

Orange: Friendly, Cheerful, Confidence, Warmth

Yellow: Optimism, Clarity, Warmth, Energy

Green: Peaceful, Growth, Natural, Health

Blue: Trust, Dependable, Strength, Longevity

Purple/Violet: Creative, Wise, Imaginative, Innovative                 

Grey/Monochrome: Balance, Neutral, Calm, Clean

Logos and brands depicting multiple colors typically want to evoke several emotions at once when the initial sale is setting the precedent for the rest of your purchasing decisions.

When it comes to designing a logo for your business, use a color palette to help you choose what will make the most impact. What four emotions do you wish to convey when someone thinks of your brand or sees your logo? Write these down and see where they fall in this color wheel of emotions. Remember, this is only one of many aspects of the logo design process to take into account. Hiring a talented designer or illustrator can take your dream logo and make it a reality!

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