Color can be very powerful when intelligently applied. The
human psyche responds emotionally to color,
and it can communicate to us on levels far removed from reason and intellect.
Color can elicit instant negative reactions, but also uplift, impress,
entertain and stimulate. Awareness of how color
can "color" the
emotions of your audience,
will allow you to make educated decisions in selecting just the right
color for your logo design.
The vast majority of consumers are totally unaware of the
pervasive and persuasive effects of color. It holds the power
of suggestion, and can be seen at every level of visual communications,
from logos and signs to commercials and billboards, from packaging
to print media.
An understanding of the inherent emotional reactions
to color can impart a distinct advantage in the areas of advertising,
site architecture, product design and graphic
design. Color can have a powerful
impact on mood associations, which determine how we emotionally respond
to and "feel" about a product.
Vitality and passion, representing highly charged emotions
ranging from danger and aggression to passion and love. Red stimulates
a faster heartbeat and breathing. It is provocative and stimulating. Red
is the color most commonly found in national flags.
Healthy, sweetness, feminine and childlike.
Pink is the most romantic color. Pink is tranquilizing. Sports teams often
paint the opponent locker rooms bright pink so their opponents will lose
Lighter tints connotate tangy crispness, whereas deeper shades have seasonal
associations. Pale tones like peach and coral lend a soft pleasing sophistication.
Brightness, sunlight and warmth. Cheery yet also mellow. Some shades signal
caution, but yellow is also the color of inspiration, ideas and dreams,
Earthy, provides a feeling of permanence and stability. Although some
associate brown with dirt and uncleanness, positive connotations can
also be perceived in the rich browns of coffee and chocolate hues.
The color of life, representing nature. Soothing, sensuous and healing.
Deeper tints can signify power and prestige, as in the color of money and
The peace and tranquility of an azure sky, blue imparts a sense of serenity,
coupled with a cool quiet. Stronger blues can evidence drama and energy.
Deep blues are imbued with the qualities of logic, order and authority.
Spiritual and sensual with a mystery and elegance, purple carries with
it the associations of contemplation or regal majesty. Purple is a synergy
of the simmering passion and excitement of red, with the cool serenity
A purity of message clarity in simplicity. Overuse can be unsettling
or off-putting. Doctors and nurses wear white to imply sterility.
Strength, class, elegance. Sophistication now adorns the color once only
associated with mourning or death. A black tie event is formal.
A black belt in karate identifies an expert.