Colour choice in logo design is critical. The colour you decide on to represent your business can greatly affect peoples perception of your business.
What the colour red represents- Passion, love, anger, hunger, excitement and life.
Red may be the most powerful colour in the spectrum. Less sombre than black, but more powerful than orange, it is a colour which incites emotions and causes people to react, in both biological and psychological ways. Red is one of the most popular colour choices for a logo as it has the power of attraction. Most commonly used in logos for food and beauty, it grabs the attention of the consumer.
What the colour black represents- Authority, power and sophistication.
When used in design black can represent prestige, luxury and sophistication. Black is commonly used to target the youth and high-end audience. It creates mystery while still communicating power, authority and elegance.
Represent- happiness, food, optimism and alertness
Yellow is a warm colour that creates feelings of happiness and relaxation. Yellow is commonly used by food and automotive industries.
Represents- Trust, loyalty and freedom.
Blue when used in a logo can create a sense of security while still showing loyalty and professionalism. The colour is popular with software, finance, pharmaceutical and government industries. Navy blue attracts shoppers on a budget while royal blue attracts impulse shoppers.
Represents- harmony, nature and health
Green in a logo is predominantly used to represent eco-friendly businesses with a focus on agriculture, recycling or gardening. Dark green is associated with the military, money, finance and banking. It is a masculine and conservative colour and implies wealth.
Represents- Playful, energetic and vibrancy
Orange is another popular colour used by the food industry. While it can evoke appetite it also suggests playfulness, creatively and energy. It is a popular colour for logo’s for childrens products and food.
Represents- Royalty, luxury and education
Purple is the colour of royalty and is commonly used for religious institutes and educational organisations. Chocolate is one food which is commonly represented with purple.
Represents- Purity, peace, clean and spiritual
White is a neutral colour and provides contrast for strong colours (black, orange or blue). Can be found in logos as reverse text or negative space ( the white arrow in FedEx). White is often used for health-related products, skincare and modern technology.
Represents- feminism, innocence, youth and beauty
Pink is a rather popular colour when it comes to branding especially for the female population. It is used for logos in beauty, fashion, childrens clothes and accessories as it is playful and innocent.
Represents- reliability, masculine, solid, down-to-earth, wholesome and practical.
Brown evokes a sense of strength and reliability. Brown brings to mind feelings of warmth, comfort and security. Brown is commonly used for agriculture and construction industries. Food related products such as chocolate and coffee are also best represented by brown. Brown is often described as natural, down-to-earth and conventional, but brown can also be sophisticated.
Represents- security, reliability, intelligence, modesty and maturity
Grey is considered a neural colour. The colour grey has connotations of common sense and calmness. Grey is often used for the type within logos because it is neutral and works well with most other colours.