The psychology of colors in logo design

What your logo’s color says about your company?

When designing a logo for your business, it’s important to take into account the way people interpret color : we call this ” The psychology of colors“.

Colors play an important role in how a brand is viewed and in giving your logo life.

Reaction to color is instantaneous.  Color has an impact on the choices we make. So it’s important to use color appropriately and understand the meaning behind them .

The Psychology of colors in logo design

Let’s take a look at the effects of some colors.


Basic effects of the most traditional colors in logo design


Professionalism, Trust, Authority, Power, Calm, Peacefull, Confidence, Dignity,   Success, Secure and  and Loyalty.

Blue is the overwhelming ‘favorite color‘. Blue is calming and can stir up images of authority, success and security. Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty and professionalism. This color is used by various businesses related to software, finance, government,  pharmaceutical industry,  and banks.


Royalty, Luxury, Celebration, Education, Wealth, Sophistication, Feminine, Mystery, Spirituality, Justice and Elegance.

When purple is used carefully, it can lend an air of mystery, wisdom and respectability. Being a color of royalty, purple is mostly used to represent religious institutes and educational organizations. Chocolate is one food which is often represented by purple logos. However, because it is rare in nature, purple can appear artificial.


Vibrant, Playful, Happy, Artistic, Energetic, <span”>Affordable, Creativity, Enthusiasm, Fun, Jovial, , High-Spirited and Youthful.

Orange combines  red and yellow attributes. It’s often used in logo design to create stimulate emotions,  playfulness or even appetites. Orange is another beloved color of the food, art and the sports industries.



Optimism,  Happiness, Warmth, Innovation,Caution, Curiosity, Joy, Playful, and Positive. 

Bright and highly visible, yellow can have conflicting messages. It can represent sunshine and happiness or caution and cowardice. People feel more optimistic in yellow room because the brain actually releases more serotonin when around this color. Yellow is most commonly used by the automotive and food industries.


Authority, Power, Mystery, Elegance , Sophistication, Stability and Strength

Black is used to commonly target youth and a high-end audience. It creates a mystery while representing power, authority and elegance in the logo.


Passion, Love, Agression, Health, Movement, Excitement and Life.

The most emotionally intense color, red stimulates a faster heartbeat and breathing. It is also the color of love. Used mostly in food, health, beauty and entertainment logos, it grabs the attention of the consumers. .


Feminine, Floral, Gentle, Soft, Romantic, Gratitude, Delicate, Innocence, Youth and Beauty.

Feminine color, which is why it is popularly used in logos related to beauty, fashion and others. It conjures feelings of innocence and delicateness. The color pink is also widely associated with breast cancer awareness.


Harmony, Environmental, Natural , Healthy, Renewal and Tranquility.

You can often find it used in companies that want to portray themselves as eco-friendly. It is the color of nature and gives a calming effect while representing growth.


Reliable, Solid, Masculine, Earth, Natural, Richness, Simplicity, Serious, Utility and Woodsy.

Solid and reliable, brown is the color of the earth and is abundant in nature. This color is most commonly used for construction agriculture,  and legal industries due to its simplicity, warmth and neutrality.  Some food related products like coffee and chocolate are also best represented by brown.


Authority, Corporate, Mentality, Practicality, Respect.

Often perceived as long-lasting and classic, it is a color that is dignified, conservative and carries authority and respect. Grey is often used for the type within logos because it is neutral and works well with most other colors.


Cleanliness, Pure, Peacefull, Innocence, Peace, Purity, Spiritual and Simplicity.

White is a neutral color that implies peace and purity. White reflects light and is considered a summer color.


Sometimes a color can be more powerful than the words themselves. Just remember that the same colors represent different things in different cultures. It is by no means an exact science and is still largely based on anecdotal evidence.

Sarasota Sign Shop, Inc.  can help you find the right design solution for your logo project. If you would like to start planning your  logo design you can request a free quote or contact us at 941-377-8259.

Author: M. Bryant

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