When you think of Nike, your mind most likely goes to their iconic swoosh logo. For McDonalds, it’s the golden arches. And for the retailer Target, you’re probably picturing their red and white bullseye.  

When you look at each brand’s logo, you’re subtly reminded of their reputations, the bond you have with the company and your enjoyment of the products and services you can’t live without. There’s a reason why each logo draws out specific feelings – color psychology. 

If your business is in the midst of designing a logo or even redesigning your current one (in fact, we’ve discussed this in a previous blog) and would like a logo that connects you to consumers in a deeper way, continue reading to learn more. The idea behind the colors of logos are deeper than you may think. 

Examining the Psychology of Color and The Importance Behind It 

Color psychology is defined by Very Well Mind as, “the study of how different colors affect  human mood and behavior. It explores how colors can influence emotional responses, as well as how responses to color are affected by factors such as age and cultural background.”

According to HubSpot, “Color psychology plays a major role in how consumers make decisions and evaluate brands.” But don’t just take their word for it, consider these statistics:


  • 90 percent of initial impressions come from color
  • Color can increase brand awareness and recognition by up to 80 percent
  • 93 percent of consumers make decisions on whether to make a purchase based on visuals. 
  • 85 percent of consumers say that color is their primary reason for buying a product. 


What Emotions Specific Colors Evoke

When you think about your business, its products and services, what emotions do you want to elicit through your logo? Consider this as a guide on the types of emotions specific colors bring out.

  • Red: associated with both positive and negative emotions. According to Adobe, “red symbolizes strength, passion, and confidence. But it can also be aggressive, symbolizing anger, alerts, or danger.”
  • Green: is a more versatile color, representing a soothing feeling when the tone of green is a lighter hue. A more vibrant green can represent an energetic feeling. Brands typically associated with food and health use the color green.
  • Blue: can be calming, soothing, friendly, professional and is often viewed as a trustworthy color. Blue can also evoke sadness due to it being on the cold end of the color spectrum.
  • White: symbolizes purity, cleanliness and simplicity. The color is often used as a contrast for designs. 
  • Yellow: brings out feelings of optimism, happiness and warmth. But on the negative side, it can also trigger feelings of anxiety, caution and fear.

When considering the type of messages and feelings you want your business to convey to the public, think about the importance of colors and what each color can do to represent that message. 


Blufish Knows Design 

If your business is interested in creating a logo or redesigning your current one, the dedicated individuals at Blufish can help! Our design team understands the importance behind colors, shapes and conveying specific messages behind our designs. We would like to help push your brand to the next level with a classic logo that you’ll be proud to share with the world. Contact us today for more information on our design process. 

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