Welcome to part two, which looks at the psychological effects of colour in logo design. If you haven’t read part one, off you go – we’ll wait! Part two focuses on how to put your logo plan into action. If you want your logo to have more impact and last longer, it’s important to know the psychology behind logo design.
Logo Psychology and its Significance
When our brains form associations with previously stored memories, this process is called priming. Repetition is “the process by which an individual’s reaction to one stimulus is associated with their reaction to another, similar stimulus” (Psychology Today). Words or visuals that are thematically linked are typical examples of these stimuli.
Keeping this in mind, well-designed logos can evoke an emotional response, prompt processing of visual information, and ultimately sway consumers to choose a brand and remain loyal to it. The outward design and, more importantly, how people perceive a logo are crucial to its success. Your logo needs to be meaningful, relevant, and aimed at the correct people if it wants to have an unconscious psychological impact on your customers.
The Psychology of Logo Colour
Many things should be thought about before settling on a colour scheme for your logo. Different colours have different meanings and can make people feel different things. The logo colours you pick will symbolise your brand, convey its values, and strengthen its identification.
A better understanding of how colour affects people’s feelings and actions is possible with the help of colour psychology. The colour red, for instance, conjures images of enthusiasm, bravery, and authority. There are cultures and circumstances where red is associated with negative emotions like wrath or danger. Conversely, fast food logos often feature red because of its reputation for stimulating hunger.
If you want to make smarter design choices for your logo and business, you should study the subtleties and consequences of colour.
A brief description and symbolic meaning of each colour:
Red – extreme emotions, love, strength, and self-assurance
Orange – confidence, vitality, playfulness, and hope
Yellow – joy, optimism, vivacity, and leisure
Green – tranquilly, ecology, balance, and rebirth
Blue – serenity, wisdom, trust, and intellect
Purple – immortality, insight, kindness, and originality
Pink – full of life, creativity, optimism, and femininity
Black – powerful, contemporary, sophisticated, and robust
Grey – level-headed, mature, and competent
Brown – earthy, steady, welcoming, and cosy
White – sophisticated, beautiful, and striking
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