Most Small Business Owners Don't Consider Color Psychology When Creating Their Logo

Oakland, Calif. & Melbourne
14 Aug 2018
Research from global creative platform 99designs reveals that most entrepreneurs are missing out on the benefits that colour psychology can bring to their business and brand. In fact, in a recent poll of small business owners, 65% admitted “personal taste and preference” was the biggest factor in choosing colours for their logo, and nearly half (48%) said they did not research the potential implications when choosing colours for their brand. 

In response to these findings, 99designs has launched an innovative, interactive logo colour discovery tool that helps users identify the right colour for their brand personality based on their business goals. The tool is being launched as part of a comprehensive study that includes insights from academics on the psychological effects of colours and an analysis of more than 14,000 logos created on 99designs.
The study digs deep into eight industries: retail, real estate, technology, finance/accounting, legal, marketing/communications, healthcare and agriculture. Some of the key findings within this analysis include:
  • Technology: Blue accounts for around 60% of tech logos both on 99designs and within wider industry leaders. Blue is associated with knowledge, security and trust, and it makes sense that companies breaking new ground and shaking up consumer behaviours want to reflect these traits in their branding.

  • Retail: Overall, attention-grabbing red is the most prevalent colour in retail. Characteristically, a loud, playful, youthful and modern hue, red makes particular sense in the context of a storefront enticing customers in the door.

  • Legal: Logos for law firms tend to be simple and minimalist, and among industry leaders, there is a trend to have one dominant colour and either a neutral secondary colour or no secondary colour at all. Shades of blue lead the colour pack, while black and red are also popular choices, as are neutral colours—black, white and grey.

  • Marketing and Communications: Blue also dominates in marketing and PR, appearing as the dominant hue in nearly half (43%) of logos in this sector created on 99designs. Lighter shades of blue signify friendliness and trust, and darker blues evoke professionalism and security, which reflects the important role these companies play in shaping a client’s public image.

  • Agriculture: Green dominates both the agriculture logos of industry leaders (60%) as well as 99designs customers in the sector (64%). The top pairing colours are black, white and blue. 
“Research clearly shows consumers are heavily influenced by colour, and yet many entrepreneurs do little to no research when choosing theirs,” said Pamela Webber, COO of 99designs. “While colour psychology is an inexact science, we are committed to bringing research, resources and now an interactive tool to help small businesses think about what colour best fits their brand personality.”  
About 99designs

99designs is a global creative platform that makes it easy for designers and clients to work together to create designs they love. Founded in 2008, 99designs has grown from a small, online forum into a worldwide community of talented designers that is now the go-to solution for businesses, agencies and individuals. With headquarters in Melbourne, Australia 99designs has operations in Oakland, California and Berlin, Germany.