When designing your company logo, there are many factors to consider. But did you know that the colours you choose may influence how people feel about your brand?
This is called colour psychology, and it’s something many businesses think about when they’re designing their branding and products.
What is colour psychology?
Colour psychology is the study of the effects of colours on people. There have been many studies based around the psychology of colour and how different shades can bring out different emotions in people.
In business, colour psychology is used to determine what effect the colours of products, logos and adverts might have on an audience. Companies sometimes use colour psychology to choose shades that they hope will influence customers to feel a certain way about them, their products or their services.
The meaning of colours in logo design
Because every brand is different, there are no universal “best colours” for a logo. However, you may want to think about your business and audience to come up with a colour scheme to suit your business.
Yellow is the colour of the Sun and creates a warm, happy feeling in lots of people. It can also be a fun colour, with splashes of bright yellow grabbing the attention.
However, you should be careful when picking out yellow shades as some can be hard on the eye. You should also think about whether you want to pair yellow with another colour in your logo. Lots of logos make great use of yellow with black as it really grabs the attention.
Orange logos stand out in a crowd, and they are youthful and fun. Both child-friendly and suitable for adults, orange is perfect for catching the eye of customers.
A bright shade of orange can be summery and fresh, where a darker shade can remind people of the autumn. Be careful when picking colours to go with your shade of orange, as some can clash and look less appealing.
Red gets the pulse racing and is linked to energetic or passionate feelings. Red can create a sense of urgency in customers and is often used in retail and fast food.
Using a red shade in your logo is great for creating a powerful brand image that really stands out from the crowd. You should use with caution, as red is also linked to warning and danger in some places, which could make customers feel uneasy.
Pink is often used in logos and products that are trying to appeal to women, as it is associated with femininity.
It’s also seen as a positive colour, or a good way to bring a youthful touch to a more formal or established brand. However, you should be careful when using pink to appeal to a wide audience as you don’t want your logo to appear too feminine.
Purple is associated with royalty, creativity and wisdom. A rich purple speaks of opulence and sophistication, while a bright purple can appear fun and quirky.
Brands who are trying to create a respectable brand image often use purple, as it can appear regal and prestigious. Sometimes, purple can be associated with excess and extravagance, so you could try using it alongside other colours if that’s not quite what you’re looking for in your logo.
Blue is strong, but also calming. It brings to mind the sea and sky, but also creates feelings of trust, making it an ideal colour to convey dependability.
It doesn’t inspire feelings of hunger, so perhaps it wouldn’t be suited to a logo for a food company, but it does make people feel safe and secure. You should be careful when choosing your shade of blue though, as you don’t want your logo to appear cold or unwelcoming.
Unsurprisingly, green reminds people of growth. Using green in a logo would be suited to environmental brands, or brands involving health and nature.
Green is also associated with money in certain places, so could also be suited to a logo in that area. Light and bright shades of green can be fresh and youthful, and deeper shades of green can be more opulent and sophisticated.
A simple black and white logo can be sleek and sophisticated. Just black can be professional but also edgy, and just white can be modern and pure.
While a monochrome logo can be really well suited to certain industries such as retail, it might not be the best choice for other industries such as health or food, as it can come across as cold.
Colour psychology in promotional products
You could also bring the psychology of colour to your promotional items. If your logo is black and simple, but you’re looking to make people feel excited and energised, you could go for some promotional pens in a vibrant red to get their pulses racing.
Or, if you’re looking to promote the trustworthy nature of your business, consider some promotional stationery in a calm blue shade to let customers know your company is dependable.
You could go for colours that contrast with your logo for some products that really stand out when used as freebies at your next event, or you could select some pieces with a subtle colour palette to use as sophisticated corporate gifts for clients and partners.
With so many colours to choose from, it’s easy to pick out the perfect shade to promote your business with branded merchandise.
We’re here to help
If you’d like to know more about using colours to market your brand, contact us and a member of our expert team will work with you to design the perfect promotional products for your business.