Color Psychology and Branding

The role of color in a logo hinges on the perceived appropriateness of the colors that are used for the particular brand. Consumers use brand colors to influence their decisions about whether to use certain services or products. Make sure you use colors in your logo that portray the personality you want associated with your brand and that are distinct from your close competitors.

What Do Your Colors Mean?

  • Red is attention-grabbing, aggressive and masculine.
  • Blue can provide a tranquil or professional impression.
  • Yellow can introduce an element of engagement and exhilaration, especially when it is appropriately offset by other colors.
  • Orange can add a vibrancy that is not as forceful as red, but can be just as striking.
  • Green can hint at modernity and creativity or provide an association to a green environment, depending on the shade that is used.
  • Purple evokes passion and an abundance of feeling. 


The Consideration of Factors Besides the Psychological    

There are multiple other factors that may be considered to determine which colors should be used in your logo. They may include:

Demographics. Potential consumers in a particular age bracket or area may find certain colors or shades of colors more appealing than others. For example, millennials, who tend to be more environmentally minded, may favor green colors.


End product. The type of media in which the logo will be reproduced is a significant factor as there can be a stark difference between the color display on a computer and in a magazine.

When deciding on colors to use in your logo and associate with your brand, reflect on all of the relevant factors. While there are specific colors that are aligned with certain characteristics, it is important to always consider the context in which the color is being used.