Colours have a strong impact on human psychology and emotions. Like blue has a soothing effect which stands for strength and dependability, red is for passionate and has a vivacious effect and yellow is quite optimistic, playful and denotes clarity in thought and the list goes on.

There’s ample research which says that different colours have different impact on the psyche of a person and this is what brands do with colours in their logos. And our team of pro designers at 90designs understand this well and play with logo shades as per the message which your brands aims to take to the masses. So, let’s delve a bit further into it and see what different shades stand for:

Yellow equals to cheer & optimism

Shade of the sun, it brings positivity, optimism and a different kind of liveliness around. So, the brands which want to put a smile on their customer’s face or have a youthful audience go for it. Take McDonald’s with its golden arches and the child smiles. But if one is looking for maturity and luxury in their brand, then yellow isn’t taken too well by the audience in that case. So, think well before going for it.

Red for power & passion

The power of red surely makes it stand out. Red denotes passion, warmth, excitement. It gets your blood rushing and is easily relatable shade. They say it’s the first shade babies can see – leaving black and white – human mind is evolved as such to see and identify red shade fast than others as there are fruits which are red. Perhaps this is the reason why restaurants and food joints use this shade extensively and Coca-cola is perfect example to this. Going by the evolutionary theory, humans turn red with anger. This makes red quite an impactful shade in your logo.

Blue for Trust

Earth is a blue planet, the sky above is blue and so is the ocean. Blue is everywhere if you see and perhaps this is one reason why it has been used extensively. If we talk of logos, then blue has a clear message to give which are trust, dependability and maturity. Now this can be one reason as to why technology brands rest their image on blue like Dell , IBM, Intel or even the telecom giant AT&T. Now, be careful of using blue if you are in Food and Beverage industry as it’s known to suppress appetite,

Black & white for epitome of simplicity & elegance

Now, if you see black and white aren’t colours per say rather absence and combination of all shades. Black isn’t just pure black but there are many shades to it also and the darkest of them is known as Vantablack. Black always adds to professional and credible image of the brand. White on the other hand is all colours coming together and can always add that panache to your brand. It can work for almost any brand but has been wisely combined with other shade in the background to make it visible.

Zero in the right shade for your brand in logo design keeping in mind these factors.