What Colors Say About Your Logo and Brand Identity

Tuesday, November 28, 2017

Color Psychology is an area that focuses on how colors influence our behavior and decision making. When defining your brand, the first thing your customers will think of is a logo design and so color is incredibly important.

Article 2 Minutes
What Colors Say About Your Logo and Brand Identity

One of the most important things to keep in mind is the choice of color. This is because each color will communicate a certain message about your business identity.

Each color will convey and communicate a meaning without words. A brand’s custom logo design and visual identity will include visual cues, such as shapes, numbers, and words, but the most remembered visual element is color.

Color evokes much emotion, but these emotions are usually attached to cultural and personal references or experiences, which is why your audience is the most important factor when deciding what colors to use for your brand.

As yourself questions such as;

  • What do specific colors say about your business?
  • Which colors speak your brand?
  • Do they go with the emotions of your audience and your culture?

Why select specific colors?

What Colors Say About Your Logo and Brand Identity

Brands communicate meaning with the language of colors and shapes.

Color is the visual component that people are most likely to remember. Shapes and symbols are a close second, then numbers and finally, words.

Research shows that color can increase brand recognition by up to 80%, and 60% of the time people will decide if they are attracted to a brand by color alone.

You know your brand, its strengths and its goals. Before picking your logo color scheme, rethink your brand and the message you intend to deliver.

Research shows that people make subconscious decisions about a product as early as 90 seconds after viewing it.  Defining your brand identity is not simple, but once you understand the psychology of colours behind it, you can stand out from the crowd. It’s not as simple as just picking a color, it requires thought and reasoning to find a color that suits the best for your brand.

Psychological effects of colors

Specific colors can result in very different meanings:

IFP color meaning chart


Selecting a color palette is one of the most impactful decisions you can make while developing your brand aesthetic.  Choosing the right logo colors can highlight your business’ strengths and help you attract the right customers. Moreover, as you might guess, the wrong combination can be damaging to your branding.

Loius Martin

Loius Martin approaches digital marketing as not just a profession but a creative thinking process. He knows how to join all the dots of a brand to make it look well in the industry. He has a passion for writing about design, content and social media marketing. Read more of his articles @loiusmartin1.


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