How to Use Different Colors in Your Logo to Impact Customer Opinion

different colors

Are you creating a new logo or redesigning your current one?

If so, you need to decide which color (or different colors) you’ll use in your logo design.

However, choosing the right color is not as simple as picking a personal favorite. Science has proven that different colors exert powerful effects on consumers.

What do the facts show? And how can you choose the best colors to use in your logo design?

Read on to find out.

Does Color Really Matter?

First of all, does it truly matter which colors you use in your brand logo? The answer is a resounding yes!

Consider a few interesting stats:

  • 85% of shoppers admit that color is a primary reason for buying something.
  • Impulse buyers respond most to red-orange, royal blue, and black.
  • Navy blue and teal exert the most influence on budget shoppers.
  • Colors increase brand recognition by as much as 80%.

Still not convinced? Another study found that two-thirds of customers will not buy a large appliance unless it comes in their preferred color.

The same study reports that Heinz ketchup increased their revenue by $23 million when they switched the product’s color from red to green.

Clearly, different colors make a huge impact on consumers and conversion rates. With that said, how can you decide which color(s) to use in your company logo?

What Different Colors Represent


Here are some emotions commonly associated with the color red:

  • Excitement
  • Energy
  • Boldness
  • Youthfulness
  • Appetite
  • Passion

Red is warm, positive color. It draws attention to itself and encourages viewers to take some sort of action.

Red is also frequently associated with lust, desire, and sexual passion. It’s also believed to stimulate hunger. This is one reason so many fast-food restaurants use red in their branding.


What does the color orange represent?

  • Cheerfulness
  • Confidence
  • Friendliness
  • Adventure
  • Enthusiasm
  • Flamboyance

Similar to red, orange exudes warmth, strength, and energy. It’s often associated with extroverts and risk-takers.

On a psychological level, orange is thought to promote creativity and inspiration.

For marketing purposes, there are many different colors of orange that companies can choose. Subdued oranges like coral, salmon, or terracotta are popular and tasteful options.


What feelings are associated with the color yellow?

  • Happiness
  • Optimism
  • Warmth
  • Clarity
  • Uplifting
  • Logical

Yellow is considered to be the happiest color in the spectrum. It’s viewed as positive and illuminating, fostering feelings or warmth and well-being.

Which companies have successfully used yellow in their branding? Think of IKEA, Best Buy, DHL, and Hertz.

And let’s not forget McDonald’s iconic golden arches.


The color green conjures images of:

  • Healing
  • Growth
  • Peace
  • Harmony
  • Balance
  • Nature

Green is a dynamic color associated with life, growth, and vitality. It’s closely linked with nature and the environment — hence the expression “go green.”

Lighter greens are seen as new and fresh, while darker greens remind us of money, prestige, and wealth.

Green is viewed as a nurturing, compassionate color. It fosters feelings of sympathy, kindness, and generosity.

Where can you find examples of successful branding with green? Check out the logos for Whole Foods, John Deere, and Animal Planet.

Green also helped coffee superpower Starbucks to expand to 24,000 locations in 70 countries!


Along with red, blue is one of the most popular choices for company branding. What can blue do for you?

  • Strength
  • Trustworthiness
  • Dependability
  • Honesty
  • Confidence
  • Responsibility

Of all the different colors, blue is the most universally favored. It’s closely linked to loyalty, trust, and reliability.

Blue is generally associated with personalized, one-on-one interactions over mass communication. It’s predictable and conservative, with few (if any) surprises.

On a psychological level, blue has a very calming effect. It slows the heart rate, lowers blood pressure, and reduces feelings of anxiety.

Because of its association with trust, blue is an excellent choice for corporate branding. It’s a popular color for accountants, banks, and other financial institutions.

For examples of blue in branding, look at American Express, JP Morgan, Facebook, and NASA.


Purple may not by the first color that comes to mind for branding, but consider its associations.

  • Imagination
  • Creativity
  • Innovation
  • Wisdom
  • Extravagance
  • Fantasy

Going all the way back to ancient times, purple was associated with royalty, wealth, and extravagant lifestyles. Purple is the color of fantasies and dream worlds.

The color purple is also closely linked with spirituality and personal enlightenment.

Because of its beauty, purple heightens people’s awareness and appreciation for beautiful things. It’s often used to show the finest and most superior quality items.

Which companies have successfully used purple in their branding? Consider Cadbury, Yahoo, Hallmark, and Taco Bell.


The color black often conjures images of:

  • Authority
  • Power
  • Elegance
  • Mystery
  • Sophistication
  • Seduction

Used incorrectly, black can appear intimidating or unfriendly. In the right setting, though, black conveys feelings of control, authority, and dignity.

The darkest of all colors, black is frequently associated with mystery, intrigue, and secrecy. In small amounts, it can be used to inspire confidence and strength.

Black is also linked to ambition and personal achievement. In marketing, black packaging makes a product appear heavier and more valuable.

Where can you find examples of black in logos?

It’s favored by fashion designers like Gucci, Prada, and Louis Vuitton. You’ll also see in powerhouse corporations like Disney, Adidas, Nike, and Sony.


The last of the different colors we’ll consider is silver (or gray). What comes to mind when we see silver?

  • Balance
  • Neutrality
  • Prosperity
  • Modernity
  • Purifying
  • Patience

Silver’s reflective nature speaks of intuition and emotional sensitivity. It’s soothing and dignified, but like black, it possesses an air of mystery.

Silver and gray also relate to female energy, perseverance, and self-control.

Where can you find examples of gray or silver logos?

Consider Apple’s famous icon or the old Nintendo logo. Many auto companies use silver, too, like Honda, Nissan, Toyota, and Audi.

Final Thoughts on Logo Colors

With these thoughts in mind, you’re ready to choose the perfect colors for your new company logo.

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