Whether you’re aware of it or not, the colors that you use in your logo have certain hidden meanings. Simply seeing a specific color can light up specific emotions and feelings in the mind of the viewer.
The wrong color can send your audience the wrong messages. Instead of just setting up the color wheel and picking shades that look pretty, it’s best to choose a logo color with meaning relevant to your product or service.
Be aware that we’re assuming your business is targeting a primarily American audience; colors can have different connotations.
- Love, passion, sexuality
- Heat, fire, energy
- Action, danger, violence
Since it’s a “warm color`,” red is often used in association with yellow or orange to create logos for restaurants, especially fast food. “Seeing red” tends to make people hungrier; this is likely because the most delectable types of food (such as steak and ripened fruit) contain red tones.
- Happiness, fun, friendship, youth
- Heat, fire, energy
Like red, orange is an energetic color that suggests heat. It projects a more youthful meaning, and it’s often used to promote children’s media and toys.
- Sunshine, cleanliness, comfort
- Happiness, youth, optimism
- Caution, alertness
Yellow is a light, happy color; in fact, it’s the lightest shade on the color wheel, which makes it one of the best colors for grabbing a person’s attention. That’s why you see it used on many street signs and taxicabs; it’s noticeable even from a considerable distance.
- Nature, cleanliness, refreshment, renewal
- Affirmation, comfort, security
- Money, health
Green has a meaning commonly associated with the natural world, making it perfect for environmentally-focused companies or any product designed to create a feeling of “freshness.” Cleaning supplies, hygiene products, beverages, and mint candy all tend to use green in their identity design.
A blue color scheme is used in many corporate logos because its meaning evokes a feeling of professionalism and loyalty. People trust the color blue, which is why it’s the dominant color in many police uniforms. Seeing the color blue creates a calming effect, and it’s the overall most popular “favorite color.”
- Royalty, nobility, elegance, decadence, wealth
- Creativity, magic, fun, flamboyance
Favored by rock stars such as Prince and “offbeat” organizations such as the Red Hat Society, purple has a meaning associated with creativity and artistic spirit. It’s a somewhat uncommon color for logos, but can be used to express an unconventional, flamboyant style.