Clients resources

Understanding the psychology of Color

If you’ve ever had doubts about what colors to use for your company’s brand image, this might help. Colors tend to evoke feelings and represent ideas. Knowledge of color theories in both web and logo design are crucial.

It is important to understand the psychology of color. A good color scheme can help make an identity system more effective, while a poor color selection can actually damage your company’s image.
We recommend that you leave it up to a professional to select the right color for your company, but this list below might help you understand their selection and see that feelings the selected colors for your company evoke on your clients.

BLACK & GRAYS
Formal, mournful, rich, elegant, serious, seriousness, distinctiveness, boldness, somberness’, authority, practicality and a corporate mentality.

BLUES
Authority, dignity, security, faithfulness, trust, reliability, belonging, coolness.
Deep blues: Analytical, serious. scholarly, academic, naval, regal.
Pale blues: Calm, pacific, ethereal, fresh, clean, cool.

BROWNS & BEIGES
somber, natural, authentic, utility, earthiness, woodiness and subtle richness.

GREENS
Environmental, motion, mobility, wealth, natural, tranquility, health, freshness.

ORANGES
Warm, cautious, hazardous, cozy, energetic, fun, cheeriness, warm exuberance.

PINK
femininity, innocence, softness, health.

PURPLE
Royalty, spirituality, dignity, sophistication, costliness and mystery.

RED
Aggressive, assertive, intense, strength, vitality, life-sustaining, passionate, courageous, insightful.

YELLOW
Tropical, Sunlit, healing, Illuminated, discovering, positively, sunshine and cowardice.

The effects of color in web and logo design differ among different cultures, so the attitudes and preferences of your target audience should be a consideration when you plan your company brand image. For example, ins some cultures white signifies death, but in others it signifies (new) life. People from tropical countries respond most favorably to warm colors; people from northern climates prefer the cooler colors.
Always consult with your graphic design agency before choosing a color for your company.

Tags: brand image colors, colors for graphic design, logo color, psychology of colors, selecting the correct color, website colors