The Psychology of Color in Logo Design.

As a designer I work with color every day. Color is one of the most powerful communication devices that designers use. It offers an instantaneous response in the form of non-verbal communication and helps convey meaning in and messaging in logo design. So it is highly important for design professionals in all fields to use color appropriately and understand the meaning behind the colors they choose in their projects.

Our minds are inherently wired to respond to color in certain ways, and we are programmed from an early age to respond to color based on cultural ethnography’s as well. Color helps to shape our feelings and emotional responses to visual stimulus, and according to studies, color affects more than just our mood.  Color has the ability to change our buying habits as well. Studies have shown that color can invoke as much as an 80 per cent change in motivation when it comes to online shopping, advertising, and marketing campaigns.

While the perception of color is in many ways subjective, there are some color effects have universal meaning. The infographic below from Canadian design firm Muse is a great example of how different colors are perceived in relation to logo design. Just a little food for thought on Monday morning.

color-psychology-in-logos

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