Colour Psychology In Your Brand Logo

Posted on
June 12, 2020

Creating the perfect brand logo can be a long process: after all, logos are an essential part of your business's branding, so you need to make sure you get yours right. Brand logos are often the first thing that website visitors and potential leads notice about your company, so you must take the time to craft the perfect logo and work with creative experts who can turn your ideas into a beautiful, instantly recognisable logo.

Colour Psychology

One of the most significant considerations you'll have to take into account is the colour of your logo. Colour is what makes a logo stand out from the rest, so you need to find a bold and inventive set of colours for your logo that will draw potential customers in, and that will represent your brand correctly.

Your brand logo's colour will also impact every other aspect of your branding; your website design, printed literature and more will need to reflect your logo's colours. So, in effect, the colours you choose for your business's logo will have an impact on your entire branding strategy. That's a lot of pressure to put on one, seemingly insignificant decision.

At Kopa Marketing, we understand how hard it can be to find the right logo and colours for your business, which is why we've explored the world of colour psychology and how you can use it to influence this vital choice.

What Is Colour Psychology?

Colour psychology is the effect that seeing certain colours has on human psychology. It is deeply personal, as in some cases, colours can represent specific events or be associated with special memories. However, there are general emotions and feelings that most people associate with specific colours, so logo designers and branding experts can make an informed decision when picking a colour or shade. The psychology of colours allows companies to create a branding strategy, logo and website that will embody their vision and become a physical representation of what they stand for and what they can offer to potential clients.

What Does Each Colour Represent?

Every colour on the spectrum represents a different emotion and elicits a distinct response. Often, the emotions that the colours represent connect to common items; for example, many people associate red with fire and green with nature.

Here's what all of the most common colours represent:

  • Black: A shade, rather than an actual colour, black is often connected to power, opulence, mystery and darkness. When opposed with white, its opposite, many people consider black to represent evil, as opposed to white's goodness
  • White: Another shade, white induces thoughts of purity, cleanliness, celestial elegance and goodness
  • Grey: A combination of the two shades mentioned above, grey has many connotations depending on its shade. In general, grey represents neutrality and plainness. Darker grey can remind people of industrial spaces and utility, while lighter grey and greige, a combination of grey and beige, can remind people of detachment
  • Brown: A rustic colour, brown invokes memories of times spent in nature, as well as stability and solidarity. It can also be considered dull to some people
  • Red: Red is a bold, physical colour, strongly linked with fire, passion, anger, love and romance
fastcompany color chart
  • Blue: Blue represents calm, serenity and relaxation. It is also the colour of confidence and determination
  • Orange: Bold and bright, orange represents vibrancy, confidence, happiness and excitement
  • Yellow: A cheerful and playful colour, yellow is often associated with joy, happiness and energy
  • Green: As a prominent colour in the natural world, in psychology, green is linked to growth, fertility, nature, freshness and healing
  • Pink: Often associated with love, pink can also evoke memories of childhood and thoughts of femininity
  • Purple: In the mind, many people associate purple with royalty and luxury, as well as mystery
  • Silver: The colour silver often represents justice and ageing gracefully. More metallic than plain grey, silver often invokes memories of jewellery, beauty and weddings
  • Gold: Psychologically, gold is an organic colour that represents warmth, sunshine, wisdom and intelligence. It can also have religious connotations and emotional links to enlightenment

Do Colour Shades Influence Psychology?

Each colour comes in a wide variety of different shades, and each shade means something different. For example, if you take pink, a dark shade could remind people of blood, cherries, freshness and life. However, a pastel pink could invoke thoughts of childhood, femininity and cuteness. As such, the shade is just as crucial for your brand logo as the colour you choose. You need to consider both the shade and the overall colour, and you could even use multiple shades to reinforce your branding and drive home your business's message.

How Does Colour Affect Consumer Behaviour?

When you're choosing a colour for your brand logo, you need to find one that will represent your business and create the right first impression.

Colour psychology can influence everything from a person's mood through to their behaviour. The emotions and ideas that colours can invoke can affect the choices that consumers make.

For example, if your brand offers washing detergent, then including white in your logo could help you to associate your brand with cleanliness, with pale green helping to make potential buyers think of freshness.

However, grey or brown could make customers think of dirt and mud, making them less likely to choose your washing liquid product. Purple could make the product appear luxurious and worth paying more money for, while yellow will make consumers think of freshness and natural cleaning. As this example highlights, colour psychology makes a subtle difference to the appearance of your brand logo, but it can have a significant influence on consumer behaviour and brand authority.

Consumers might struggle to articulate why they chose a product that incorporated different colours, so brand logo designers sometimes overlook colour psychology, but at Kopa Marketing, we understand its importance. We incorporate it into every logo we design, and every website we create for our clients, to help them achieve their business goals.

How Can You Incorporate Colour Psychology Into Your Logo Design?

When we're designing logos, the experts at Kopa Marketing create multiple versions of the same logo, with each one featuring different colours and shade. The colours are chosen based on what we know of our client, and the image they want their logo to present of their brand and offering.  We then take the time to review each option and narrow down our choices, using colour psychology to represent our client's brand correctly. Using colour psychology, we can turn a set of words that our clients give us into the perfect logo that communicates their brand to their potential customers before they even start working with them.

If you're designing your company's logo in-house, then you should use this blog post to learn colour psychology and what every colour means, then try to find colours that represent what your brand wants to say to potential clients.  Then you should mock-up multiple versions of your brand logo design, each one containing different colours, combinations and shades. Show these options to creative team members and business stakeholders, to gauge what they feel about each logo design and find the perfect colours to represent your brand. You could even consider hosting a focus group to see what potential clients and people who've never heard of your brand think of your brand logo ideas. Once you've gathered all of this data, you can finesse your idea and create the perfect logo to represent your brand and communicate its values to the world.

What Other Considerations Do You Need To Think Of When Designing A Brand Logo?

Every aspect of your brand logo will influence your decision, but some vital factors to consider are:

  1. Shape: the shape of your logo can elicit a different response. For example, spikey shapes often evoke feelings of threat and dynamism, while smooth shapes often make people think of calmness
The psychology of shapes
  • Size: Your logo needs to be clear and recognisable no matter what size it is, so you'll need to make sure that it is clear and that your brand logo size fits in with your website design
  • Font: If your logo has words on it, then you'll need to find the perfect font. Seek out a clear, professional font that represents your brand. For continuity, you'll need to include your font on your website, and even on any animated video marketing content that you create, so you must find one that will accurately represent your brand
  • Complexity: Trying to convey a complicated message with your brand logo is unnecessary. Your brand logo needs to be recognisable and unique, but it should only give a general overview of your company. You can then reinforce this with the rest of your branding and marketing strategy. As such, you should try to keep the design of your logo simple: too complicated, and it might confuse potential customers, and the message might get lost
  • Individuality: Your logo will become the pictorial representation of your brand's identity, so it must be completely unique. If you choose a logo that looks similar to another brand's design, then you could find that customers get confused and your brand logo doesn't make a positive impact on your business

If you're interested in learning more about colour psychology and how you can incorporate it into your business branding, then get in touch with Kopa Marketing. We specialise in logo design, website design, and overall branding and digital marketing support, so whatever you need to grow your business, we can help.

Posted on
June 12, 2020

You Might Also Like

We create amazing Webflow templates for creative people all around the world and help brands stand out.


Why its important to repurpose marketing content in 2022

Whilst UK marketing budgets, for some companies, have averagely increased by 6.4% versus 2021 figures, there is no denying that every penny matters. Furthermore, for 78.8% of companies, budgets have not changed or are less than in previous years. The current state of financial affairs in 2022 demands more effort and money be spent but with less disposable consumer income up for the taking.


All-In-One Digital Marketing Agency Launches in North Wales

Lifelong friends Osian & Dylan have officially launched their new Digital Marketing Agency based in North Wales after starting the idea in early 2019.


Why you should be making the most of Small Business Saturday!

Small Business Saturday is one of the leading social media holidays you should be making the most of if you are an applicable business. There is no denying that people love shopping small, with 91% saying they would rather choose a smaller, local business over a large chain of stores. As a champion of local and small companies ourselves, at Kopa Marketing, all these companies should be shouting from the rooftops about what makes them unique. Whether you are a local family business or a small online retailer trying to carve out its place online, small business Saturday is a brilliant opportunity to promote your brand to interested consumers. 


Your Guide to Last Minute Black Friday Preparations

One of the most significant dates in the eCommerce calendar is fast approaching, are you ready? We think every business should consider Black Friday as it not only means big consumer spending but ensures that your brand looks relevant.In 2021, UK consumers went mad for the spending data by flashing £9.42 billion of cash during the Black Friday weekend. We can also confirm that our team at Kopa Marketing love a good bargain and will definitely contribute to the estimated spend of £200 from each person in Wales this year.

How to maximise on Autumn as an eCommerce retailer

If leaves turning beautiful orange hues, rainy walks, and evenings snuggled in front of the fire marks your favourite time of the year, you are not alone! In fact, 1/3 of Brits say that Autumn is their favourite season. As the fear of a recession looms and retailers are fighting harder for essential sales, we believe now is the time to make the most out of savvy shoppers. Even though retail sales fell by a further 1.6% in September 2022, we are heading towards the most popular time of the year for people to part with their cash.


The Cost-of-Living Crisis: Has Marketing Changed?

It is impossible to avoid articles and content online about the cost-of-living crisis. With UK inflation set to peak at 13.1% as of Q4 2022, it is clear that consumers across the country will need to tighten their belts when it comes to all forms of spending. In fact, as many as 57% (26 million people) in the UK will be spending less on non-essential items for the foreseeable future.


The Long-Term SEO guide for Small Business

SEO is the tool everyone knows they need to get right but knowing where to start can be a complex and overwhelming task. With as many as 68%¹ of online experience beginning with a search engine and 70%¹ of digital marketing agencies believing that SEO is the most effective sales-generating method, the importance is undeniable!‍


Why you need to get to know your customers

Every quarter, the social trend allows businesses to get to know their customers by surfing the popular B2B and B2C hashtag activities. As much as you think you know what your digital marketing needs to achieve and how your brand strategy can do this, you can be using outdated content without up-to-date knowledge of your brand consumers. At Kopa Marketing, our work with small businesses and our passion for helping them thrive means we put a lot of emphasis on your relationships with your consumers. Creating your own space on the internet that makes your consumers feel special and valued with help your marketing efforts amazingly.


Want to know how to share your brand's message without words?

National share a story month is a brilliant time to consider how the unsaid word can be used to strengthen your marketing messaging. In fact, visuals have the power to increase engagement by as much as 94% ¹! The reality is that people are busy, and no matter how much effort you put into content, daily habitual scrolling and cluttered minds can mean the fine detail is easily missed. It is therefore essential to provide a mix of tailored marketing copy with information and eye-catching visuals to ensure you are catering to all consumers.


Why 2022 is the year to get your paid social advertising right

Social media has undoubtedly been on the rise since the pandemic's start back in 2020. As of October 2021, Facebook alone averaged 2.89million active users¹, representing a massive opportunity for eCommerce businesses worldwide. The term 'active users' is vital here as that relates to the number of people who interacted with the platform in the previous 30 days. 


Why Every Business Needs To Post Organically On Social Media In 2021

Social media is one of the most important elements of modern digital marketing. There are hundreds of platforms, ranging from popular ones to niche options.


The New Facebook Conversion API vs The Pixel

Over recent years, the Facebook Pixel has struggled to produce accurate data for many of the platform’s advertisers. A rising interest in online privacy has left the solution unable to pick up data from other platforms and browsers that block adverts.