The Power of The Color Yellow

Black Canon camera on a bright yellow background

In the world of advertising, color is a potent tool that graphic designers use to command attention, elicit a range of emotions, and shape consumer behavior. Yellow is a color that has proven to be particularly effective in selling different products. In this article, we will explore the psychology of yellow and how it can be leveraged to make your logo and products more appealing to your target audience.

The meaning and history of the color yellow

The early civilizations in China and Egypt revered yellow as a symbol of divinity and power. In Egypt, the color yellow was a symbol of immortality. Meanwhile, in olden China, yellow represented the emperor and the earth’s abundance. It was a color that stood for prosperity and authority.



With the advent of trade and exploration, new materials and dyes were brought into Europe, making yellow more accessible. It began to be used in painting, fashion, and even in medicine. From Van Gogh’s unforgettably bright sunflowers to the gold leaf design in medieval manuscripts, yellow signified warmth and enlightenment in the arts. Golden logos are historically interesting as well. 

The color yellow in logo design

Yellow is often associated with happiness and optimism. It is a warm and bubbly color that catches the eye and tickles the imagination. Logos like the golden arches of McDonald’s inject a sense of cheerfulness and vibrancy. They also spark an instant connection between a product and the audience. Yellow logos shine strongly in an ocean of competition. They also convey a message of freshness and wholesomeness. Just think of the bright yellow of ripe bananas or that of a juicy lemon. A yellow logo acts as a beacon that leads prospects and consumers toward your brand.

Bright yellow lemon on a yellow background

The psychological effect of yellow

Yellow logos are especially popular in the food industry. This is no coincidence since yellow has been shown to stimulate the appetite and improve the perception of flavor and sweetness. The reason for this is that yellow is tied to feelings of warmth and comfort, which are primal cues of safety and nourishment. Our brains release dopamine, a neurotransmitter linked to pleasure and reward, when we see the color yellow. Hence, we are likely to enjoy and crave yellow-colored foods, regardless of how they really taste.


But yellow does not only appeal to our sense of sight. In color psychology, this color is also associated with vitality, youthfulness, and energy. Since these qualities are treasured in the health and fitness industry, it is no wonder that companies use the color yellow to signal that their products are meant to help consumers feel and look their best.


Following these principles, lots of food brands use yellow in their logos, packaging, and advertising. More specifically, incorporating yellow in the branding of lunchmeats can evoke feelings of health and positivity, making these products more enticing to consumers.

How companies can use yellow in their logos and ads

So, how can you take advantage of the color yellow to make your products stand out in the best way? Here are some tips:


Highlight the natural colors of your ingredients. 


Many healthy foods, such as fruits, vegetables, and grains, are naturally yellow or have yellow undertones. By showcasing the vibrant colors of your ingredients, you can create a visually appealing and nutritious image that suggests freshness, vitality, and health.


  1. Try out different shades of yellow. 

Experiment with the different shades of yellow, from bright and bold to soft and muted. Based on your brand and message, select a shade that aligns with your values and speaks to your target market. For instance, if you are trying to appeal to athletes to buy your energy drink, a vibrant yellow would be most suitable. 

  1. Use color theory to make memorable contrasts.

Yellow works remarkably well when paired with contrasting colors such as purple or black. Using these combinations strategically will make your ad or logo pop. This striking contrast will also help your brand leave a striking and lasting impression.

  1. Draw out vitality and optimism.

Energy and optimism are two of the top emotions evoked by yellow. So, using this vibrant hue in your logo conveys a sense of liveliness and cheer. To fully maximize the impact of this color, make sure to consider the typography and shape of your logo as well.

  1. Play up the warmth and happiness.

The sun’s warm, comforting rays are strongly connected to the color yellow. Tap into this association to inspire a sense of comfort and joyfulness among your customers. Yellow backgrounds or elements in your advertisements can create a cheerful setting and inviting tone that captivates your audience.

  1. Emphasize freshness and health.

In terms of marketing food and health-related products, yellow is a powerful tool. It highlights the freshness and nutritional value of your products and ingredients. Incorporating yellow in images of fruits or vegetables subconsciously conveys a message of nutrition and wholesomeness. So, don’t hold back on the yellow!

Yellow wallpaper

Recapping the power of the color yellow

Yellow is an eye-catching color that can give your products an irresistible appeal especially in terms of depicting health, vigor, and happiness. Maximize your knowledge of color psychology by integrating yellow in your logo, marketing, and overall branding. Whether you’re selling fresh produce or comfy clothes, a splash of yellow will help you connect with your audience faster, and with a warm, energetic embrace they won’t soon forget. Why not try triadic color combinations with the color yellow and green? Go on use your imagination. 


Do you need a fresh, custom logo? Turn your dream concept into a reality with the branding and design experts at The Logo Company.

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