Psychology of ColorsAnd how companies choose the color of their product’s logo and packaging.

By Maksim Yorsh

Have you ever thought why different companies choose certain colors for their logo?

Is it just because it looks better or there is a meaning behind the color?

PURPLESecondary Color

Features/Emotions Demonstrates royalty, success,

wealth, wisdom Many kings used to wear purple

cloths

Marketing Often used in products for

beauty and rejuvenation Represents creativity, rich

imagination, wisdom of a brand.

BLUEPrimary Color

Features/Emotions Associated with water and peace Mostly preferred by men Associated with tranquility and

serenity Curbs hunger Is called cold color, perceived as

permanency in life ( like ocean and sky)

Increases productivity Used in offices very often

Marketing Used in corporate businesses

due to productivity and neutrality

Creates a feeling of safety and makes you trust the brand

REDPrimary Color

Features/Emotions Evokes strong emotions Stimulates appetite Increases passion and intensity Red roses symbolize love

Marketing Increases heart rate Is used in restaurants to

stimulate appetite Is creating a feeling of an

emergency, used for SALE signs in stores

Works great with impulsive buyers

YELLOWPrimary Color

Features/Emotions Increases happiness and

cheerfulness Stimulates brain and

psychological activities Stimulates neural system Stimulates interpersonal

communication Very tiring for your eyes

Marketing Presents optimism, youth Is used to attract attention of

buyers who like to “just look around”

Demonstrates clearness

ORANGESecondary Color

Features/Emotions Reflect anxiety, enthusiasm Demonstrates warm feelings Warns to be careful

Marketing Can show aggression Forces you to make a decision:

to buy, to sell or to subscribe Very effective with impulsive

buyers If used for a brand, promises to

be funny, friendly and confident

GREENSecondary Color

Features/Emotions Symbolizes health and

peacefulness Symbolizes money Associated with nature Reduces depression Doesn’t irritate eyes Represents development and

growth

Marketing Used for relaxation Associated with wealth Used to serve as a symbol of

fertility