Psychology of Color

Examples of various logos and the potential emotions evoked from the colors used.

Examples of various logos and the potential emotions evoked from the colors used.

When it comes to design, we all know that different colors have certain aesthetic appeals to them, but what about the psychological effects of these colors? Below we will explore the impact certain hues can have on your business and its customers.


Red is said to represent energy, desire, and passion. It is seen as assertive, exciting, and stimulating, and is also an impressive attention-grabber.


Orange represents adventure, communication, optimism, and friendship. It is an enthusiastic and rejuvenating color, sometimes seen as extroverted and socially stimulating.


Yellow is a creative color, representing intellect, happiness, and fun. On the other hand, it can be very anxiety-inducing in certain settings, which is an important aspect to keep in mind.


Green is widely recognized as an ‘environmental’ color, representing harmony, balance, growth, and hope. It can also represent greed and envy, as it is the color of money.


Blue is easily the most popular color, commonly representing peace, honesty, wisdom, and trust. To some, it also has a strong connection to democratic or liberal political ideologies.


Purple is also a creative color, representing spirituality, empathy, wisdom, and individuality.


Black is a powerful and mysterious color, but in certain settings can also represent depression, negativity, and death.


White is seen as more of a ‘modern’ color, representing purity, innocence, efficiency, and balance. It is a nod to the future, often associated with new and innovative technologies.


Like green, brown is somewhat of an ‘environmental’ color, seen as natural and wholesome as related to the earth. I can also be comforting, protective, and secure.


So, as you can see, it is possible to evoke different feelings out of your employees and customers by using various colors and color combinations in your logo and materials. Color psychology has been widely studied over the years and is put into practice, in some form or another, by all designers. Keep these points in mind when starting a new business, or evaluating your current operations. Are you sending the right message? Call Signsational Graphics today at 651 633-2233 and let our experts guide you in the right direction.