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The Emotional Story behind Logo Colours – How to Choose your Brand’s Colour

bdigital - July 27, 2020 - 0 comments

The Emotional Story behind Logo Colours - How to Choose your Brand's Colour

Quick Guide on How to Choose your Brand’s Colour

A logo is your brand’s face. It gives your brand visual recognition that portrays your company’s value and personality. It enhances the aesthetic appeal of your brand and, at the same time, conveys your message to the customers. It gives your audience a glance at your business, its services, and, most importantly, its reliability.

But, how can a logo communicate so well with your audience?

Your brand logo is an intuitive blend of colour and design, which attaches to it a specific feeling. While the design works behind the aesthetics, the colour palette evokes emotion in the consumers.

We, humans, are psychologically attached to colours – every colour has a deep meaning associated with it and elicits a specific behaviour when the brain identifies it. Understanding this psychology can help you design your brand logo in a way that leaves the right impression on your audience’s mind.

It is essential to choose the right colour palette for your brand because inappropriate choices can affect its reputation. Since colours directly impact 85% of shopping decisions, you should be very careful while choosing your brand’s colour.

Let’s learn the psychology behind colours to select the right palette for your brand.

Your brand logo must reflect its personality because customers look for products that can resonate with their personas. If your brand fails to exhibit its own disposition, how will your audience map it with theirs’?

Define your brand’s personality based on six factors:

  • Gender

Who are you targeting specifically as your audience? Is your brand masculine or feminine? Are you a women-cosmetics brand or sell men’s skincare products?

Answering these questions can help you decide your brand’s colour based on gender. For example, men and women like blue colour the most while brown and orange being their least favourite ones, respectively.

  • Tone

What’s the notion behind the establishment of your business? Who does your brand address? Do you sell beverages (your brand may sound playful) or deliver software solutions (professional/ambitious/serious tone).

This determines the brand’s colour based on how you communicate your message. Colours like red and orange reflect a playful tone while blue is the colour if you want to sound serious.

  • Value

How are your products priced? Is your brand affordable to everyone? Or, do you make products only for the luxury-loving people? Do you provide marketing solutions for small businesses also or only for Fortune 500 companies?

There’s a different colour associated with each of these sections. Green is the colour for CTA – the “Buy” button! But specifically, orange presents your brand as affordable while black reflects luxury.

  • Time

Has your brand evolved or is consistent since its foundation? Think of Lipton Ice Tea, a modern brand (difference in the logo when it was first introduced and the present). Or, your brand is classic just like BMW (consistent for a century)?

Your brand’s colour reveals whether you are delivering a promise or are guided by a purpose. Gray is the colour for classic brands whereas black is for modern ones.

  • Age

How far have you come with your brand? Is it a mature brand, staying firm since its foundation? Or, you represent a youthful brand with a fresh approach to the same product?

Some colours differentiate a brand based on its age – youthful or mature. Yellow reflects youthfulness while brown reflects a sense of maturity.

  • Energy

Is your brand loud, with a zest to impress others, following fashion and new trends, or you believe in being quiet and reflective?

Loud brands have a different colour representation than subdued brands. Go for red if your brand is loud, else gray can represent subdued brands well.


Red is the colour of passion, love, energy, warmth, and comfort. At the same time, red represents excitement and anger. It signifies importance and commands attention.

If you’re a brand with a playful, loud, and youthful reputation, red is your brand’s colour. Think of stop signs, unnerved bulls, and fast food joints. It makes sure to leave a powerful impact on your audience.


Yellow reflects cheerfulness, friendliness, positivity, and happiness with shades of warmth, comfort, and youthfulness. It encourages communication. But, yellow is also the colour of caution with some brighter shades causing strain to your eyes.

While your brand can be affordable and radiate youthful energy just like smiley faces, it can also reflect a serious tone. It can represent automotive industries very well.


Orange is a refreshing mix of red and yellow with more energy and playfulness filled into it. If your brand can stand out of the crowd, represent it with orange.

The colour stimulates brain activity, enough to trigger your conversions – it prompts customers to take action. Food industries and companies dealing in kids’ products can make orange their brand colour.


Green is the colour of nature, harmony, health, wealth, fertility, tranquillity, and versatility. If you are into finance or gardening, Green is your brand colour. It portrays money, prosperity, and growth.

It also signifies a fresh start and security but lacks the energetic warmth needed for making bold statements.


Blue signifies calmness, spirituality, wisdom, respectability, loyalty, sophistication, and mystery. Healthcare and medical brands convey a feeling of peace and healing.

At the same time, blue helps corporate brands like technology companies reflect confidence and professionalism. Brands with a serious tone can embrace blue as their brand colour.


Black exhibits power, strength, modernity, intelligence, glamour, and luxury. It symbolises professionalism and seriousness. Brands that target the luxurious side of lifestyle and believe in making powerful statements adopt black as their brand colour.

Think of BlackBerry or The New York Times or BBC, brands that don’t seek attention but are subdued.


White symbolises purity, clarity, innocence, youthfulness, hygiene, and cleanness. It represents sophisticated and efficient brands reflecting exclusivity and luxury.

But, being a neutral colour, white is economical and can work for almost any brand. Companies prefer it as a secondary accent to highlight other colours. Technology, healthcare, and luxurious brands are effectively utilising it.


Pink is the colour of women. Being versatile, it also represents love, warmth, physical tranquillity, with shades of calmness and energy. Cosmetics brands and sweet food brands (Baskin Robbins or Dunkin Donuts) are creatively embracing pink as their colour.

Even retail brands can go in bold pink. Companies like LG are very well leveraging the feminine side of pink.

Before you pick any colour for your brand logo, make sure that it resonates with your company’s value proposition. If you think it’s tricky to design your brand logo while invoking the right emotions, feel free to contact our experts. We will delve into your brand’s personality to find the right colour palette for your brand.

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