ColorWheel1Did you know that a brand’s logo is its most important design element? Yes, it is, because it is the visual representation of the company and its values.

When creating a logo, it is important to look at things like font, spacing between letters, shape and most importantly COLOUR.

Research shows that people make subconscious judgments about a product, person or environment within 90 seconds of initial viewing. Between 62% and 90% of that assessment is based on colour alone. This means that your logo could make or break a consumer’s decision to become a customer or client.

Now, let’s look at the hidden meaning of the different colours that we see every day and see whether your logo is conveying the message you want it to convey:

  1. Orange – Playful, excitement, warmth, creativity.

An orange logo sends the message that your company is friendly and cheerful.


  1. Red – Powerful, passionate, confident, energetic.

A red logo shows that your brand is powerful and high-energy. If your company is a restaurant, red is a wise choice. It’s been proven to increase appetite, which is ideal for a business that is trying to encourage food purchases.


  1. Yellow – fun, happiness, optimistic, cautious.

A yellow logo shows the friendliness and the positivity of your company. It can grab the attention of  a window shopper and convey a sense of happiness.


  1. Blue – Secure, calm, honest, strong.

A blue logo shows that your brand is professional and logical, but not invasive. It can create a sense of security and trust in your company.


  1. Green – Youthful, earthly, healthy, freshness.

Green represents growth. It provokes feelings of relaxation and healing. It is popular with companies that strive for ethical practices.


  1. Black – Elegant, sophisticated, seductive, seriousness.

Black is seen as a serious, no-frills colour, and can evoke a feeling of sophistication. Although it might look plain, it is often used for luxury products because of its sense of elegance and glamour.


  1. Purple – Luxurious, wise, royalty, wealth.

A purple logo shows that your brand is luxurious and imaginative. It can attract consumers who want to be seen as wealthy or wise, as well as ones who are inclined towards a feeling of magic.


  1. Multi-colour – Playful, bold, boundless, positive.

Multi colours represent power, diversity and fairness all in one. There are some very successful multi-coloured logos like Google, Windows and eBay.