Have you ever wondered why some brands inspire trust in us, others are associated with luxury, and still others with energy and dynamism? The colours in a logo are not accidental – they are a conscious strategy!

Have you ever misidentified a colour you saw? The perception of colours is extremely complex, and the multitude of extraneous factors that influence the final perception of an image is truly mind-boggling. Are you interested in black and white images or expressive and memorable colourful logo designs? A given colour scheme conveys subconscious messages that often determine the point of view of the environment – not so much in visual terms as in emotional terms. The psychology of colour is not a fairy tale, but a real reflection of the influence of colours on our preferences, associations, everyday choices, well-being and feelings. In business, as in life, it is worth consciously using a colour palette, especially when it comes to graphic logo designs. Learn about the beliefs and research on the psychology of colours in business.

Brand favouritism and identification

When we get to know a brand, we usually look at it with a degree of distance. The first encounter with new products often means wading through a sea of considerations and counterarguments about whether to buy or not to buy. The right visual presentation of the product and accurate, evocative logo designs can work wonders in this case. Visual presentation is like clothing – a product that is "dressed" carelessly or randomly will not impress the recipient, just like inappropriate logo designs. Of course, you can count on the product to defend itself with its quality or generally distinctive market features. However, it is not worth taking risks in the realities of today's product market. The value of the product itself must go hand in hand with accurate and well-thought-out branding steps. The right logo designs are crucial not only when creating a product strategy, but also at any time the product is present on the market. 

What colour – logo designs?

There is no clear answer to this question, but it is important to familiarise yourself with the meaning of the colours you are considering in the context of creating a brand symbol. It will accompany us for a long time and will never leave our side. That is why both the symbolic logo designs and their colours must be tailored to the specific nature of the company and brand:

Yellow logo designs

The colour we use to paint the sun is primarily associated with a large dose of energy. It brings to mind happiness, something positive, but also expressive – in Poland, it is used on road warning signs. It is important that logo designs skilfully use yellow to convey its harmonious, positive aura. Yellow cannot scream "watch out!" in panic. It already attracts the viewer with its luminous colour saturation, so it should also hint at "look how positive I am!" Yellow logo designs on the market? – McDonald's

Red logo

Colour can evoke extreme emotions! In our minds, it is primarily love, passion, but also great strength and aggression. The latter may not sound appealing, but the colour can aggressively (in a good way) attract consumers. Red logo designs, like the colour itself, invite action. Thanks to the strong influence of colour on the environment, it can be very effective in promoting a product. You shouldn't overdo it with the colour of the bull's cape, but all-red logo designs can be perfectly justified – Coca-Cola and Orlen are good examples of this.

Or maybe orange?

Orange evokes positive emotions – fun, warmth, inspiration, abundance, vitality, safety and inexhaustible energy! Similar to red, orange logo designs can stimulate consumers to take action. They send a consistent message – "pay attention to me". A good example of an orange logo design is Allegro – known to almost everyone. The colour increases the interest and warmth radiating from the brand and its products towards the consumer. Good logo designs using orange take into account the risk of reduced visibility on a white background – skilfully created designs significantly reduce this risk.

Green logo designs

The colour green inspires calm – it brings to mind being in nature, the world of plants or ecological activities. It soothes the senses and is associated with relaxation, building loyalty, harmony, but above all, health, lightness and freshness. Green logo designs are a good choice for brands that draw on nature or work for its benefit. Green stimulates creativity and gives consumers a sense of security. The gentleness of this colour is also simply pleasing to the eye. Green-toned logo designs subconsciously make viewers enjoy looking at them longer than usual.

Blue in logos

It is bliss, but also… purity! Graphic designs of logos with blue colours are associated with brightness, trust and stability. The choice of colour shade is also very significant here. The blue of the sky, the crystal clarity and purity of water indicate a deep breath, something delicate and dreamy. Fans of blue colours believe that graphic designs with blue suggest openness to change and modernity. The colour facilitates communication between the manufacturer and the consumer and increases focus on the product. It is not without reason that insurance companies, banks and medical institutions are keen to choose shades of blue for their logo designs. This colour sends a subliminal message: trust me.

Pink or purple logo

These colours symbolise stability, dignity and authority! They inspire respect and make graphic logo designs containing these colours present the brand as a professional in a given field. Purple is shrouded in mystery, but also in the wisdom that lies within it. It encourages reflection and contemplation, and indicates a kind of wealth associated with independence. Logo designs using pink correlate in the mind with a kind of elegance, mystery, but also romanticism and tenderness – and as we know, a cared-for consumer is a satisfied consumer.

Black or white logo design?

A colour reflecting brightness as opposed to a colour representing darkness – why have we put them together in one point? These colours very often complement each other, and graphic logo designs containing contrasts are not only expressive but also legible. We associate white with holiness. It symbolises purity, truth, hope and peace. The simplicity emanating from the colour exudes elegance, giving the illusion of pleasant coolness and light. Black is sometimes associated with darkness, but in product branding it brings to mind prestige, elegance, luxury and success. It is often used in brands offering products for men. It can become the missing element, correlating with other colours.

Brown and beige logo designs

The colours of wood, soil and minerals – thanks to this, we associate them with durability, reliability, timelessness, versatility, but also trust. Logo designs containing these colours may suggest that the products marked with them will be perceived as ecological and raw or sweet like caramel or chocolate. In this case, logo designs may suggest a range of different product features – depending on the specific shades used, their message may vary.

The effectiveness of a logo design

Creating a logo design is a very complex process. It is not enough to simply "commission" someone to do it – you should be aware that many designers have not sufficiently explored the field of colour psychology. It is also worth noting that logos and logotypes are different, and these terms are often confused (if you want to learn about the differences, read our article Logo vs. logotype). Free AI image creators and generators also do not take into account issues related to colour psychology and the emotional layer of the message, and they are even less likely to create a logo that is consistent with your company's image. Logo designs created with their help may not always be as effective as we think. So what design will be right and what colour should you choose? We will be happy to advise you.

Summary

Colour psychology is one of the elements of graphic design that we pay attention to when creating logos for our clients. We learn about the specifics of the brand, its mission and strategy. Thanks to our experience with many projects from various industries, we are able to create competitive, clear and modern logos tailored to the 21st century.