Using Colour In Design
The use of colour can bring multiple layers of meaning, from primitive responses to the complex associations we make based on learned assumptions. Every colour, including black and white, has implications for your logo. picking colours carefully enhance specific elements of the logo and bring nuance to your message with the use of shade and tone.
In general terms, bright and bold colours are attention-grabbing but can appear brash. Muted tones convey a more sophisticated image, but run the risk of being overlooked. More specifically, particular meanings are ascribed to different colours in society…
Red
Stimulating, bravery, attention, excitement, speed, fast action, fire, dynamic, heat, eroticism, war, blood, lust, vibrant, provoking, exciting, strength, attention. This is a colour representing masculine energy. It stimulates appetite, and also other physical senses like sexual passion. It increases the metabolism rate and blood pressure.
Orange
Energy, balance, warmth, enthusiasm, vibrant, expansive, flamboyant, justice, fascination demanding of attention. Red-oranges define sexual passion, desire, aggression. Lighter shades mean health, happiness, good manners and sophistication.
Yellow
Joy, happiness, logical, optimism, idealism, imagination, hope, sunshine, summer, gold, philosophy, creativity, practical.
Green
Healing, abundance, safety, fertility, food, organic, hope, resurrection, youth, hope, immortality, health, generosity, envy, quietude, compassion, renewal, moderation, nurturing, diplomacy, calm, misfortune, self-control.
Blue
Peace, tranquillity, calm, stability, harmony, unity, trust, truth, faith, empathy, ideas, inspiration, friendship, infinity, confidence, conservatism, security, cleanliness, order, loyalty, sky, water, cold, technology, depression.
Purple
Royalty, spirituality, nobility, selfless, spirituality, ceremony, mysterious, transformation, fantasy, wisdom, enlightenment, artificial, cruelty, arrogance, immaturity, pompous, mourning.
Black
Power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil, anonymity, unhappiness, depth, style, dramatic, evil, sadness, remorse, anger, underground, good technical colour, mourning, death, control, pessimistic.
White
Reverence, purity, simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, equality, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical, sterile, critical.
Brown
Friendly, warm, strong, practical, sincere, honest, earth, hearth, home, outdoors, reliability, comfort, equality endurance, stability, simplicity, maturity. These traits make brown a favourite among most men.
Pink
Love, affection, heart, tenderness, friendship, innocence, charm, sweet, gentle, good health, thoughtful, kind, intuitive.
Gray
Security, reliability, intelligence, staid, modesty, dignity, formal, maturity, traditional, solid, conservative, practical, old age, sadness, boring.
These associations are not rigid rules, of course, but they’re worth keeping in mind as you make your colour choices.
on average:
33% Of logos use Blue
29% Of logos use Red
28% Of logos use Black or Gray
13% Of logos use Yellow
Multiple colours are difficult to pull off but can work, there are some very successful multi-coloured logos – think of Google, Windows or eBay. The implication of multiple colours is that these companies are offering a wide choice of products and services.
95% Use only 1 or 2 Colours
5% Use More than 2 Colours
