Simon McArdle

Psychology Of Color In Logo Design

Color Emotion Guide

Logo designers have several puzzles to solve when presented with a new logo design project. One of the main considerations that a designer must deal with is to understand what it is that the client wants to achieve with the logo design. If you arrived at this page looking to order a logo design for your business, please select your custom logo design here.

Example of everyday brands using color to their advantage

Click on the image to view more examples.

The designer asks the client a series of questions that illicit answers helping to bring the parts of the puzzle together. A typical question might be “What qualities does your business want to be known for?” The answer might be for a doctor for instance, “I want to be known as someone you can trust”. So the question and answer begs: How does the designer portray trust in the logo design?

Feel free to use this color guide on your own site or social media but make sure you credit The Logo Company – Click on the image to enlarge.

Psychology Of Color Infographic

Scientists have been studying the way we react to colors for many years.  Certain colors make us feel a certain way about something. As long as the designer knows what these colors and emotions are, the designer can use that information to help present the business in the right way. These are not hard and fast rules but smart designers use the information to their clients advantage.

This fun infographic lays out the emotions and qualities that well known brands like to be known for. The color psychology is only one part of the puzzle but I think you will agree it is a very important part of it.

Your Take-A-Way

Before you commission a logo designer for your new logo design, make sure they have a good understanding of the psychology of color. It´s so easy to fall into the trap of portraying the wrong qualities and sending out the wrong message if the colors don´t work. That mistake could cost you a lot of money in re-branding, just a short time down the line.

31 comments so far to - Psychology Of Color In Logo Design -

  1. handymanlondon says

    Simon your article is great indeed. I believe that putting color or adding color in the logo will not only make the logo beautiful but it also signify the character of the person.

  2. Elizabeth Cottrell says

    This was fascinating and so helpful, especially for someone who spends more time in words than thinking about colors. You’ve opened my eyes to more possibilities!

  3. Monica Greenwood says

    I was wondering if you have any examples of logos where the colour use has clearly sent the WRONG message. Or perhaps was relevant once but now no longer is? That would be interesting to see.

  4. Maggie Young says

    One of the best color infographics I’ve seen! I never noticed that the greys and whites portrayed a sense of balance. (Learn something new everyday!)

  5. says

    I used your color chart in when advising a letter writer on Personal Branding and the choice of colors for a job interview.
    I wrote:
    According to the author of this chart, certain colors create emotions. Smart designers have been using colors to evoke feeling in the consumer for years.
    I suggest we can use the advice of expert logo designers and extend this to clothes for a job interview.

  6. Chuka says

    I’ve always known that there is a whole lot of emotion around colours, which is why all the colours that exist has a symbolic definition.
    But the way its been fused together into an infographics image is awesome and realy breaks down the emotional side of things in such a way that the dumbest person will not miss it.
    Its indeed a fresh approach to an old insight.

    Thank you very much guys.

  7. Eric says

    Nice infographic. I did a lot of research when deciding on the colours my new business – and this chart re-inforces my choice.
    Thanks for the post

  8. Brooky says

    Love the infographic.
    Would love to use it to explain some color concepts and would put a link back to this site. We would host the pic so no bandwidth for you.
    Is that ok with you.

  9. Christine Dennis-Abilla says

    Call me red. No, call me gold. I’m so HAPPY that we used green for our logo-we chose it to invoke the outdoors and to represent an Oak <name of our street & our gym). Who knew? Thanks for this – I'm so OPTIMISTIC about creating a positive, healthy image. Would love to repost!

  10. says

    Simon, great article and great infographic. I would love to use this in an article I’m posting on our blog regarding the use of color. I would as well put a link back to your site and the article.

    I also wanted to mentioned how impressed I am with how many people have asked if they could use this as well. Bravo everyone that has asked.

  11. says

    Been teaching the rainbow phenomenon for decades and studying the Psychology of Color, more from a personal assessment perspective. Age with your general design! Think this is an awesome collection of logos, with color sending a message at a subliminal level, so many times. Few realize that color is ubiquitous and communicates to us at an archetypal and morphogenic level. Your amazing graphic arrangement has captured that fact in a VERY brilliant graphically displayed ordering!
    . Congratulations… Now I challenge you to create a display along the same lines, in rainbow order, with grounding, as at our feet, at black and brown,next into dark purple, then into the ROY G BIV progression….up the chakras progression. [assuming you are familiar with them, if not let me know?] Progress up from the base or foundational chakras…till white is reached at the top of the head… Fascinating. May you have an illuminating experience…. if you have time for such an adventure…. a next step?

    Thanks for your great image. May I use it in my teaching? ….

  12. says

    Hi Simon, Really nice infographic. It would be great if you included a pinterest share button also. As I would love to share it there with your permission. Also, did you create the infographic yourself. I would like to lear to create infographics and I am looking for a tutor. I have some design skills. Thanks for the great work and sharing.

  13. Dustin F says

    I’ve got a few curiosities. I’ve seen this post a hundred times while looking for inspiration, and it always just gets into my head.
    I can find a logo in almost every field that confuses me. I just don’t get how the company or logo corresponds to the emotion that the color is supposed to produce.
    Neutral (Balance, Calm): The Cartoon Network logo with it’s design reminiscent of a take on the Yin and Yang does have a balanced aspect to it, but when shown on TV, it is bouncing around and three-dimensional. The C and N squares being like rolled dice landing next to one another. Cartoon Network uses that motion, a catchy little tune, and often characters, screen-splats, and other factors to go for excitement, quite the opposite of calm.
    Peaceful (Growth, Health): Two stand out to me here. Animal Planet, with it’s sharp angles and their tendency to use roars and similar sounds to correspond with the shown logo. They try to appeal to a younger demographic with it, and in so doing, try to represent the wild side, shark week, man vs nature, that sort of edgy, exciting thing. Monster as well, has the claw-tear M as their logo, and their slogan of “Unleash the Beast!”. These, combined with the unhealthy nature of the product seem to tear a couple of holes in the idea that green means peaceful.
    The Oreo logo, T-Mobile, and the VLC traffic cone all seem as well to fall outside of the scope that they were placed.

    I just wondered what you think of this. Why those were placed where they were, how those logos convey the feeling attributed to their color group?

    • Simon McArdle says

      It´s certainly an interesting subject.

      Where do you think they should fall and why? Certainly Animal Planet is green for nature. Their product pretty much covers the whole spectrum of nature but I do notice when they have programs like Shark week they also include other logos that are more in tune with the subject.


  14. ronal says

    color is very important in how a logo is perceived.

    i think the color gives the logo life & allows the viewer to identify with business behind the logo.

  15. mikeuffe says

    im writing an sort of an report experiment thing for school is it ok if i use this diagram and information in that report since its about the effects of color in the human behaviour and thought proccesses and brands and logo’s are a big part of this


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