Companies choose the colors of their logo design for any number of reasons: to convey power or serenity, engender safety or trust, or create hunger or warmth - or just because they like them. That decision may be based on a variety of reasons from the owner’s favorite color or the color of their first car, but how important are they?

Consumers can make observations about and create attachments to a brand based on the colors of the logo

• Red: Attracts attention more than any other color and is associated with energy, strength, power, passion, and love.

• Orange: Represents enthusiasm, cheerfulness, creativity, determination, success, and inspiration.

• Green: Often connected with growth, harmony, freshness, and money. Green also suggests stability and strength. 

• Blue: As the color of the oceans, blue is often associated with depth and stability. It symbolizes trust, wisdom, confidence, intelligence, tranquility, and calmness.   

• Yellow: Associated with joy, happiness, intelligence, and energy and is an attention grabber.

• Purple: Symbolizes power, nobility, luxury, wealth, and indulgence. Purple is often associated with wisdom, dignity, independence, creativity, mystery, and magic.

• Black: Associated with sophistication, power, elegance, prestige, formality, authority and formality.

While there is evidence that color can impact buying decisions, selecting one hue over another without considering the reasons why it is part of your brand may leave you wanting a new design in a few years.

So when you are brainstorming up logo colors and design, think about the context, mood, and image you want: Sophisticated and elegant? Trustworthy and safe? Pure and simple?