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Are you wondering how the colours and shapes in your logo influence consumers? Are you concerned your logo design is appealing to the wrong people?

Zeka Graphic share their guide to logo design psychology in this infographic.

They cover the following feelings:

  • Excitement, energy and passion
  • Cheerful, friendly and optimistic
  • Youthful, energetic and happiness
  • Growth, nature and harmony
  • Trust, security and confidence

Check out the infographic for more.

Psychology of colour infographic

Logo Design Psychology: How Colours & Shapes Influence People [Infographic]

Logo design psychology

In the world of business and marketing, logos play a significant role in brand identity and recognition. A well-designed logo can instantly convey a company’s values, message, and personality, making it a powerful tool for connecting with consumers.

However, what many people may not realize is that the colours and shapes used in logos have a profound psychological impact on how individuals perceive and interact with a brand.

In this blog post, we will delve into the fascinating world of logo design psychology, exploring how colours and shapes can influence people’s emotions, behaviours, and perceptions.

The Power of Colour

Colours are one of the most critical elements of logo design, as they evoke emotions and create associations that can significantly impact a brand’s success.

Different colours can convey a wide range of emotions and ideas, and understanding the psychology of colours is essential for designing a logo that effectively communicates a brand’s identity.

Red: Passion, Energy, and Urgency

Red is a colour that demands attention. It is associated with passion, energy, and urgency, making it a popular choice for logos of brands that want to convey excitement and intensity.

Companies like Coca-Cola and Red Bull have successfully used red in their logos to evoke a sense of energy and excitement in consumers.

  • Create Urgency and Excitement: Red is a colour that demands attention and creates a sense of urgency. It’s a powerful choice for brands aiming to capture the viewer’s immediate interest. Consider using red in call-to-action elements within your logo to encourage action.
  • Convey Passion and Energy: Red is often associated with intense emotions like passion and energy. If your brand embodies these qualities, red can effectively convey that enthusiasm. Just be mindful of the balance, as too much red can be overwhelming.
  • Use Red Accents: To avoid overwhelming your logo, consider using red as an accent colour rather than the primary one. A red accent can draw attention to specific elements of your logo, making them stand out.

Blue: Trust, Dependability, and Serenity

Blue is a colour often associated with trust, dependability, and serenity. It creates a sense of calm and reliability, making it a common choice for logos of banks, tech companies, and healthcare providers.

Brands like IBM and Facebook use blue in their logos to establish a sense of trustworthiness.

  • Establish Trust and Dependability: Blue is a colour that exudes trustworthiness and reliability. If your brand aims to build trust with your audience, blue is an excellent choice. Many financial institutions and tech companies use blue for this reason.
  • Explore Different Shades: Blue comes in various shades, from navy to sky blue. Each shade can convey a slightly different message. Darker blues often symbolize professionalism and stability, while lighter blues can evoke a more approachable and friendly vibe.
  • Combine with Complementary Colours: Blue pairs well with colours like white and gray to create a balanced and harmonious colour palette. These combinations can enhance the overall impact of your logo.

Green: Nature, Health, and Growth

Green is strongly linked to nature, health, and growth. It represents harmony, freshness, and environmental consciousness.

Companies in the health and wellness industry, such as Whole Foods Market, often incorporate green into their logos to convey a commitment to healthy living and sustainability.

  • Embrace Nature and Growth: Green is strongly associated with nature, health, and growth. Brands in the organic, environmental, or wellness sectors can effectively use green to convey their commitment to these values.
  • Utilize Different Green Tones: Depending on your brand’s personality and message, you can choose from a range of green tones. Darker greens may represent stability, while brighter greens can evoke freshness and vitality.
  • Pair with Earthy Tones: For a logo that feels more grounded and connected to the earth, consider combining green with earthy tones like brown or muted yellows.

Yellow: Optimism, Cheerfulness, and Warmth

Yellow is a bright and cheerful colour associated with optimism, cheerfulness, and warmth. It can create a sense of happiness and positivity, making it a popular choice for logos of brands aiming to convey friendliness and approachability.

Brands like McDonald’s and IKEA use yellow to create a welcoming and inviting atmosphere.

  • Infuse Optimism and Warmth: Yellow is a bright and cheerful colour that radiates optimism and warmth. Brands aiming to create a friendly and positive image can incorporate yellow into their logos.
  • Manage Saturation: Highly saturated yellows can be intense and challenging to work with. Consider adjusting the saturation level to find the right balance that suits your brand’s personality without overwhelming the viewer.
  • Accentuate Key Elements: Yellow can be used strategically to highlight specific elements within your logo, making them more prominent and eye-catching.

Black: Elegance, Sophistication, and Power

Black is a colour that exudes elegance, sophistication, and power. It is often used by luxury brands to convey a sense of exclusivity and prestige.

Companies like Chanel and Rolls-Royce utilize black in their logos to establish a high-end image.

  • Elegance and Sophistication: Black is synonymous with elegance, sophistication, and power. Luxury brands often use black to convey exclusivity and prestige. If your brand aims for a high-end image, black can be an excellent choice.
  • Moderation is Key: While black is a powerful colour, using it in moderation is essential. An entirely black logo can feel too heavy or serious, so consider pairing it with other colours or using it for specific elements within your design.
  • Maintain Legibility: Ensure that text and other logo elements in black remain easily readable, especially against lighter backgrounds. Legibility is crucial for a logo’s effectiveness.

Purple: Creativity, Royalty, and Mystery

Purple is a colour associated with creativity, royalty, and mystery. It can create a sense of luxury and uniqueness.

Brands like Cadbury and Hallmark use purple in their logos to evoke a sense of creativity and elegance.

  • Foster Creativity and Mystery: Purple is linked to creativity, luxury, and mystery. Brands that want to stand out as innovative or unique can benefit from incorporating purple into their logos.
  • Experiment with Shades: Purple comes in various shades, from deep violet to lavender. Different shades can evoke different emotions. Darker purples may emphasize luxury, while lighter shades can suggest creativity and imagination.
  • Balance with Neutrals: Pairing purple with neutral colours like white, gray, or black can create a visually appealing contrast that enhances the overall impact of your logo.

Orange: Energy, Enthusiasm, and Playfulness

Orange is a vibrant colour that represents energy, enthusiasm, and playfulness. It can create a sense of fun and excitement, making it a suitable choice for logos of brands targeting a youthful and adventurous audience.

Companies like Nickelodeon and Fanta use orange to convey a sense of excitement and joy.

  • Inject Energy and Playfulness: Orange is vibrant and energetic, making it a suitable choice for brands looking to create a sense of excitement and playfulness. If your target audience is youthful and adventurous, orange can resonate with them.
  • Use Orange as an Accent: Due to its intensity, orange is often best used as an accent colour within your logo. This allows you to capture attention without overwhelming the viewer.
  • Experiment with Complementary Colours: Consider combining orange with complementary colours like blue or purple to create dynamic and visually appealing colour schemes.

Pink: Romance, Femininity, and Compassion

Pink is a colour often associated with romance, femininity, and compassion. It can create a sense of sweetness and empathy.

Brands like Victoria’s Secret and Barbie use pink in their logos to target a predominantly female audience and convey a sense of femininity.

  • Evoke Femininity and Compassion: Pink is associated with romance, femininity, and compassion. Brands targeting a predominantly female audience can effectively use pink to connect with their target demographic.
  • Challenge Stereotypes: Be aware that pink is often stereotypically associated with gender. If your brand wants to challenge these stereotypes or appeal to a broader audience, consider using pink in innovative ways.
  • Blend with Other Colours: Pink can be paired with other colours to create a balanced and versatile logo design. Experiment with colour combinations to find the right fit for your brand.

Brown: Reliability, Earthiness, and Simplicity

Brown is a colour that represents reliability, earthiness, and simplicity. It is often used by brands in the food and agricultural industries to convey a sense of naturalness and authenticity.

Companies like Hershey’s and UPS incorporate brown into their logos to create a down-to-earth image.

  • Convey Reliability and Simplicity: Brown represents reliability, earthiness, and simplicity. Brands in the food, agriculture, or natural product industries can use brown to convey authenticity and grounded values.
  • Explore Different Brown Shades: Brown can vary from warm and rich to cool and subdued. The shade you choose should align with your brand’s identity. Lighter browns can evoke simplicity, while darker browns emphasize stability.
  • Pair with Earthy Colours: Combining brown with other earthy tones like green, beige, or muted yellows can enhance the natural and authentic feel of your logo.

White: Purity, Cleanliness, and Simplicity

White is a colour associated with purity, cleanliness, and simplicity. It creates a sense of minimalism and purity. Many healthcare and technology brands use white in their logos to convey a commitment to cleanliness and simplicity.

Apple is a prime example of a company that utilizes white in its logo to represent simplicity and elegance.

  • Symbolize Purity and Cleanliness: White is a colour that represents purity, cleanliness, and simplicity. Brands in the healthcare, technology, or minimalist sectors often use white to convey a sense of cleanliness and elegance.
  • Ensure Contrast: When using white elements in your logo, ensure that they contrast well with the background colour or surface. High contrast enhances visibility and legibility.
  • Embrace Minimalism: White is often associated with minimalism. If your brand values simplicity and clarity, a predominantly white logo can convey these principles effectively.

Colour Combinations: Creating Balance

While understanding the psychology of individual colours is crucial in logo design, it’s equally important to consider how colours interact when combined. The way colours complement or contrast with each other can significantly impact the overall message your logo conveys.

Here’s how to create balance and meaning through colour combinations:

Complementary Colours

Complementary colours are pairs of colours that sit opposite each other on the colour wheel. When used together, they create a strong visual contrast, making each colour appear more vibrant. This contrast can be used to your advantage in logo design:

  • Red and Green: The classic example of complementary colours is red and green. This combination creates high contrast and can evoke a sense of excitement and vitality. It’s often associated with the holiday season but can also be used to convey a dynamic and energetic brand.
  • Blue and Orange: Blue and orange are another complementary pair. This combination can create a visually striking logo with a sense of balance. Blue provides stability and trust, while orange adds energy and enthusiasm. Brands like Firefox use this combination effectively.

Analogous Colours

Analogous colours are colours that sit next to each other on the colour wheel. Using analogous colours in your logo can create a harmonious and visually pleasing effect:

  • Blue and Green: Blue and green are analogous colours that are often used together in logos to evoke feelings of nature, tranquility, and growth. It’s a combination that works well for eco-friendly brands and those emphasizing sustainability.
  • Red, Orange, and Yellow: This combination incorporates warm analogous colours. It can create a logo that radiates warmth, energy, and optimism. Brands like YouTube have used these colours to convey a sense of creativity and vibrancy.

Triadic Colours

Triadic colour combinations involve three colours evenly spaced around the colour wheel. This approach can result in a logo design with a vibrant and balanced appearance:

  • Red, Yellow, and Blue: These primary colours form a triadic combination. When used together, they create a logo with a sense of diversity and completeness. It’s an excellent choice for brands that want to communicate versatility and a wide range of offerings.

Monochromatic Schemes

A monochromatic colour scheme involves using different shades, tints, and tones of a single colour. This approach can create a sophisticated and unified look for your logo:

  • Shades of Blue: A monochromatic blue logo can convey a sense of professionalism and trust. By using various shades of blue, you can add depth and dimension to your logo, making it visually appealing without introducing other colours.

Triadic Harmony

Using a triadic harmony in logo design involves selecting three colours that are evenly spaced around the colour wheel. This approach creates a balanced and visually striking logo:

  • Yellow, Red, and Blue: This primary colour triad can create a logo with a timeless and classic appeal. It’s a versatile choice for brands aiming for a balanced and traditional image.

Creating Emotional Balance

Consider how the combination of colours influences the emotional tone of your logo:

  • Warm vs. Cool: Warm colours like red, orange, and yellow tend to evoke feelings of energy and excitement. Cool colours like blue and green create a sense of calm and tranquility. Balancing warm and cool colours can create a logo that conveys both energy and stability, depending on your brand’s messaging.
  • Contrasting Emotions: Combining colours with contrasting emotional associations can create a dynamic logo. For example, pairing the warmth of red with the calmness of blue can convey a sense of excitement with a touch of reliability.
  • Gradations of Emotion: Using a gradient of colours can evoke different emotions. For instance, transitioning from a bright red to a soft pink can symbolize a shift from intensity to sweetness.

Creating balance in colour combinations is about selecting colours that harmonize with each other while aligning with your brand’s identity and message. By understanding how different colours interact and the emotions they convey, you can craft a logo that effectively communicates your brand’s unique personality and resonates with your target audience.

Experimentation, professional design guidance, and feedback can help you find the perfect balance in your logo’s colour palette.

Psychology of shapes infographic

Logo Design Psychology: How Colours & Shapes Influence People [Infographic]

The Influence of Shapes

In addition to colours, shapes are another essential element in logo design psychology. Different shapes can evoke specific emotions and perceptions, and understanding how shapes work can help designers craft logos that resonate with their target audience.

Circles: Unity, Wholeness, and Community

Circles are often associated with unity, wholeness, and community. They convey a sense of inclusivity and balance. Many social media platforms, such as Facebook and Instagram, use circular icons in their logos to represent the idea of interconnectedness and community.

  • Symbolize Unity and Wholeness: Circles are inherently symbolic of unity and wholeness. They have no beginning or end, making them an excellent choice for logos that want to convey a sense of completeness and inclusivity. Brands that emphasize community, collaboration, or holistic well-being can benefit from circular elements in their logos.
  • Create a Balanced Composition: The symmetry of circles naturally creates a sense of balance. When used in logo design, circles can help maintain visual harmony, making the logo more aesthetically pleasing and easy to remember. Consider using circles as the central element or as part of the overall composition to achieve this balance.
  • Represent Community: Circles are often associated with the idea of community and interconnectedness. They can convey a sense of togetherness and harmony, which is ideal for brands that prioritize building strong and supportive communities around their products or services.

Squares and Rectangles: Stability, Balance, and Trust

Squares and rectangles represent stability, balance, and trust. They convey a sense of order and reliability. Brands like Microsoft and Adobe use square or rectangular shapes in their logos to establish trust and professionalism.

  • Convey Stability and Trust: Squares and rectangles are known for their stable and reliable appearance. They have straight edges and right angles, which evoke a sense of order, structure, and trustworthiness. Brands in industries such as finance, law, or real estate often use these shapes to instill confidence in their services.
  • Create Clean Lines: The precise geometry of squares and rectangles allows for clean and well-defined lines in logo design. This sharpness can be used to create a logo with a professional and polished appearance. It’s particularly effective when representing brands that value precision and attention to detail.
  • Emphasize Professionalism: Due to their associations with structure and professionalism, squares and rectangles are popular choices for corporate and B2B brands. They convey a sense of formality and seriousness, making them appropriate for businesses that want to appear dependable and serious about their offerings.

Triangles: Energy, Progress, and Ambition

Triangles are dynamic shapes associated with energy, progress, and ambition. They convey a sense of movement and direction. Companies like Delta Airlines and Adidas incorporate triangles in their logos to create a feeling of forward momentum and aspiration.

  • Evoke Energy and Ambition: Triangles are dynamic shapes that naturally convey a sense of energy and ambition. The upward-pointing triangle, in particular, symbolizes growth and progress. Brands that want to express forward motion, innovation, and determination can effectively use triangles in their logos.
  • Emphasize Progress: Triangles can be powerful symbols of progress and advancement. They suggest movement and direction, which makes them a fitting choice for brands in technology, startup culture, or any field where pushing boundaries and making strides are core values.
  • Experiment with Orientation: The orientation of triangles matters. An upward-pointing triangle typically conveys positivity and aspiration. In contrast, a downward-pointing triangle may emphasize stability or a focus on the foundation. Consider which orientation aligns better with your brand’s message and adjust accordingly.

Curves and Spirals: Creativity, Playfulness, and Flow

Curves and spirals are fluid shapes that evoke creativity, playfulness, and flow. They create a sense of movement and flexibility. Brands like Disney and Coca-Cola use curved elements in their logos to convey a playful and dynamic brand personality.

  • Infuse Creativity and Flow: Curves and spirals add an element of creativity, playfulness, and flow to a logo. Their organic and free-flowing nature can represent innovation and adaptability. Brands that want to break away from rigidity and embrace a more creative approach can benefit from incorporating these shapes.
  • Create Movement: Curved shapes naturally imply movement. In logo design, they can symbolize dynamic action or transition, making them a good choice for brands associated with sports, entertainment, or experiences that involve motion.
  • Appeal to Emotion: Curved and spiral shapes have an emotional appeal. They can connect with viewers on a subconscious level, evoking positive feelings of joy, freedom, or excitement. Brands looking to create an emotional bond with their audience can use these shapes strategically.

Geometric vs. Organic Shapes

The choice between geometric and organic shapes can also impact how a logo is perceived. Geometric shapes, with their precise angles and symmetry, often represent order and professionalism. On the other hand, organic shapes, which are free-flowing and irregular, can create a more relaxed and natural impression.

  • Choose Based on Brand Personality: The choice between geometric and organic shapes should align with your brand’s personality and values. Geometric shapes often convey order, precision, and rationality, while organic shapes can represent a more natural, free-flowing, and emotional approach. Determine which best reflects your brand identity.
  • Blend for Versatility: Sometimes, a combination of geometric and organic elements can offer versatility. It allows your logo to appeal to a broader audience by capturing different aspects of your brand’s identity. Such logos can communicate both structure and creativity, appealing to a wider range of consumers.

Cultural and Contextual Considerations

It’s important to note that the psychological impact of colours and shapes can vary across different cultures and contexts. What may be seen as a positive colour in one culture might have negative connotations in another. For example, while red symbolizes luck and prosperity in Chinese culture, it can represent danger or warning in Western cultures.

Moreover, the industry in which a brand operates can influence colour and shape choices. For instance, a law firm may opt for a conservative and trustworthy logo design, while a creative agency may choose a more vibrant and dynamic approach.

  • Research Cultural Symbolism: If your brand operates globally or in culturally diverse markets, it’s essential to research how shapes may be interpreted differently in various cultures. For example, a shape that symbolizes positivity in one culture may have negative connotations in another.
  • Adapt to Local Preferences: In regions with distinct design preferences, consider adapting your logo’s shapes to match local tastes. Shapes can carry different meanings and emotions in various geographic areas, so being sensitive to these preferences can help your brand resonate more effectively.

The Importance of Consistency

Once a logo is designed, it’s crucial to maintain consistency in its use across all brand materials. Consistency helps reinforce the psychological associations that the logo has established with consumers over time.

Whether it’s on a website, a product package, or a social media profile, the logo should remain recognizable and evoke the same emotions and perceptions.

  • Brand Recognition: Consistency helps build brand recognition. When your logo appears the same way across all touchpoints, it becomes easier for people to identify and remember your brand. Over time, this recognition can lead to brand loyalty.
  • Professionalism: A consistent logo design reflects professionalism and attention to detail. It demonstrates that your brand is reliable and cares about its image. Inconsistencies in logo usage can give the impression of disorganization or lack of commitment.
  • Message Clarity: Consistency in logo design ensures that your brand’s message remains clear and coherent. The emotional and psychological associations tied to your logo are reinforced when it is consistently presented, making it more likely that your audience will perceive your brand as intended.
  • Trust and Credibility: A consistent logo builds trust and credibility with your audience. When customers see your logo consistently used in a professional manner, it fosters confidence in your brand. They are more likely to trust your products or services.
  • Ease of Branding: Consistency simplifies the branding process. Marketing materials, advertisements, and promotional content can be created more efficiently because the logo is consistently applied, saving time and resources.
  • Cross-Platform Compatibility: In today’s digital age, your logo is displayed on various platforms, including websites, social media, mobile apps, print materials, and more. Consistency ensures that your logo looks good and functions effectively on all these platforms, regardless of size or format.
  • Improved Recall: When customers encounter your logo repeatedly in a consistent manner, it becomes easier for them to recall and remember your brand. This is especially important in competitive markets where consumers are exposed to numerous brands daily.
  • Legal Protection: Consistency in logo usage helps strengthen your legal protection. When you use your logo consistently, it’s easier to defend against trademark infringement because you can demonstrate a clear and longstanding commitment to your brand identity.
  • Customer Experience: Consistency in logo usage enhances the overall customer experience. When your logo is consistently presented, it creates a sense of familiarity and comfort for your audience. This positive experience can lead to repeat business and brand loyalty.
  • Adaptability: A consistent logo is adaptable to various contexts and marketing campaigns. Whether you’re running a special promotion or expanding your product line, a consistent logo can be integrated seamlessly into these initiatives without losing its core identity.
  • Brand Equity: Over time, consistent logo usage contributes to the development of brand equity. Brand equity represents the intangible value associated with your brand. A strong and consistent logo design can increase the perceived value of your brand in the eyes of consumers.
  • Ease of Brand Updates: If your brand undergoes updates or changes, such as a new product line or a rebranding effort, a consistent logo provides a solid foundation for these changes. It allows for a smoother transition without confusing or alienating existing customers.
  • Competitive Edge: In a crowded market, a consistent logo can give you a competitive edge. It helps your brand stand out and create a lasting impression, making it more likely that customers will choose your products or services over competitors.

Consistency in logo design is not just a matter of aesthetics; it’s a strategic choice that impacts brand recognition, trust, and customer loyalty.

By maintaining a consistent and coherent visual identity, your logo can effectively communicate your brand’s message and create a strong, enduring connection with your target audience.


Logo design psychology is a fascinating field that explores how colours and shapes can influence people’s emotions, behaviours, and perceptions. A well-designed logo takes into account the psychology of colours and shapes to effectively communicate a brand’s identity and connect with its target audience.

By choosing the right colours and shapes, businesses can create logos that evoke specific emotions and convey desired messages. However, it’s essential to consider cultural and contextual factors, as well as industry norms, when designing a logo.

In the competitive world of branding and marketing, a carefully crafted logo can make a significant difference in how a brand is perceived and remembered.

By harnessing the psychology of colours and shapes, businesses can create logos that leave a lasting impression and build strong connections with their audience.

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