Color Psychology in Logo Design and Branding

Color Theory DesignHow color affects the human mind

Color is possibly the most powerful element of imagery next to the actual image itself. Colors can evoke different emotions and the colors you choose for your branding should align with the image you which to portray for your organization. Mixtures of different colors combine to create even more powerful impressions and companies can become so strongly identified with their color scheme that it is impossible to think of them in any other way.


Try to imagine a yellow Coca Cola™ can, or UPS™ trucks in bright blue. Home Depot™ choose the standard safety orange for their logo and uniforms. Starbucks uses a forest green and designs all their stores in neutral earth tones.

Color can be a strong tool to differentiate yourself in a competitive marketplace. Sometimes bold choices can help you stand out from your competition. Understanding colors and the emotions they evoke is essential for good design, but even with the study and understanding of color psychology, it takes a skilled designer to properly apply those colors to create an effective design. Learn more about the cost to design a logo here.


Wrong Color Branding Logos

Something doesn’t look right with these colors.


Color Psychology

Here we will show common emotions and ideas associated with different colors. This can help you decide on a color scheme for a new product, logo, website, or any visual aspect of your business or organization.


color wheel


Cool, Water, Ice, Sky, Calmness, Serenity, Peace, Tranquility, Security, Order, Sadness, Astronomical: Uranus

Blue is not associated well in the mind with eating and is associated with spoiled food.

A blue dog, you know, is the opposite of a yellow dog. And a yellow dog was somebody who was willing to follow his party even when he knew it was wrong.
– Mike Thompson

Cool colors recede, while hot colors jump out at you.



Cool, Water, Nature, Ecology, Natural, Earthy, Serenity, Peace, Organic, Luck, Health, Jealousy, Astronomical: Venus

A bland smile is like a green light at an intersection, it feels good when you get one, but you forget it the moment you’re past it.
– Doug Coupland




Warm, Cheery, Positive, Bright, Sunny, Outgoing, Energetic, Astronomical: The Sun

Be like Curious George, start with a question and look under the yellow hat to find what’s there. James Collins




Warm, Energetic, Safety, Caution, Enthusiasm, Astronomical: Jupiter

Beauty and the Beast seemed like it all was really brown. The whole thing was just so brown and orange and yellow, like Burger King or something. I don’t think I would have liked Beauty and the Beast at any age.- 
– Mike Judge




Hot, Warm, Force, Danger, Stop, Bold, Strong, Exciting, Love, Alarming, War, Anger, Brash, Alert, Astronomical: Mars

Famous Red Logos

A blond in a red dress can do without introductions – but not without a bodyguard.
– Rona Jaffe



Warm, Wealth, Royalty, Wisdom, Spirituality, Love, Prince, Astronomical: Neptune



Wealth, Riches, Royalty, Value, Flashy, Gaudy, Tacky, Astronomical: The Sun



Mystery, Beauty, Desire, Metal, Wealth, Riches, Astronomical: The Moon



Reliable, Strength, stability, nature, organic, natural, Astronomical: Mercury



Corporate, Conservative, Serious, Gloomy, Sad, Soulful, Astronomical: Saturn



Darkness, Evil, Death, Loss, Astronomical: Pluto

Even though black as a color tends to have negative connotations, it has the ability to strengthen other colors around it. When used in this way the negative aspects of black are actually negated by the increase given to the colors being enhanced.



Purity, Innocence, Light, Milk, Snow, Cold, Ice, Heaven, Truth, Healing, Astronomical: The Moon

White is mostly used as negative space to help give balance and form to images.


Artists can color the sky red because they know it’s blue. Those of us who aren’t artists must color things the way they really are or people might think we’re stupid. – Jules Feiffer



More about Color / Sources:
Color Psychology
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