How to choose the right logo color

Discover the psychology of color and use our logo color discovery tool to find the best one for your business. Get ready to attract customers and boost your brand.
logo color illustration by Pinch Studio
You love red. Your phone case is red. Your Chucks are red. You’re chewing Big Red. Your logo color should be red, right? Not so fast...
Every color has a meaning and a personality, and that’s why selecting the right logo color can make or break your business. Luckily, our design nerds have analyzed over 14,000 logos so you can position your brand for success (yes, there’s actually science behind this).

Let’s find you the perfect logo color!

How does color work?

Color is everywhere, and whether you know it or not each color you encounter gives you an emotional experience. Green and blue evoke a feeling of calm, and yellow makes you feel upbeat (and hungry).
Understanding the psychology of color can be a valuable asset for designers and entrepreneurs when choosing brand colors. Choosing the right colors means your audience will instantly know who you are, what you do and what you’re about. And—no joke—the wrong colors can drive them away.
Check out these three uses of color in packaging:
Each color speaks to a different aspect of the consumer. Green elicits peace and well-being. Pink is feminine with a touch of luxury. Brown is an earthy color associated with stability (doesn’t hurt that it’s the color of coffee, too).

Successful businesses use color meaning and psychology to influence a consumer’s brand experience.

What colors work best for you?

Just like colors, your brand has a personality of its own, and consumers go after products that match their own personalities. Defining your brand personality helps customers make purchasing decisions, and it helps you target the right people.

So, what’s your brand personality? Start by asking yourself these six questions:

  • Gender: Is my brand traditionally masculine or feminine?
  • Tone: Is my brand playful or serious?
  • Value: Is my brand luxurious or affordable?
  • Time: Is my brand modern or classic?
  • Age: Is my brand youthful or mature?
  • Energy: Is my brand loud or subdued?
Your answers will give you an idea of your brand personality, and we'll use that to see what color works best for you.
The universal sign of excitement, passion and anger. Looking for loud, playful, youthful or modern? Think red. More mature, classic or serious? Red may not be for you.
An invigorating, playful color. Go orange to stand out from the crowd. It’s used less often than red, but still packs an energetic punch.
Accessible, sunshiney friendliness. Yellow exudes cheer, and your brand will radiate an affordable, youthful energy.
The ultimate in versatility, green isn’t linked with many personality traits, but it has strong cultural associations. Are you in finance? Gardening? Consider going green.
The classic king of colors, blue appears in over half of all logos. It’s the symbol of trustworthiness and maturity. True blue will make sure you’re taken seriously.
Paint with purple to appear luxurious, cutting-edge or wise. There’s just a hint of femininity in there, too.
Nothing says “girly” quite like pink. But it’s more versatile than that. From pastel rose to neon magenta, pick pink for a modern, youthful, luxurious look.
Make your brand appear rugged, masculine or serious. Brown is very underutilized, so you’ll stand out from the competition.
Black is the new black. Want to look slick, modern and luxurious? Time to go black. Rather be economical and affordable? Stay away from the dark side.
The absence of color. White is youthful and economical, but can work for almost any brand. As a neutral color, consider white as a secondary accent.
Not quite dark, not quite light. Gray is the middleground of mature, classic and serious. Go darker to add mystery. Go lighter to be more accessible.

What are your industry colors?

Now that you have a sense of your brand personality colors, see where you fit in your industry.

Some industries lean toward certain colors. Tech favors blue and retail chooses red, agriculture goes with green. You can play it safe and join the crowd, or take a risk and do your own thing.
Want more details on your marketplace? Head on over to your industry page:

Accounting | AgricultureHealthcare | Legal | Marketing & PR | Real Estate | Retail | Technology

Over the rainbow? Go with your gut.

Here’s your big takeaway: the best logo color for your business is the one that fits your brand. Most of the time that means follow psychology of color, and our Color-O-Matic tool will give you our best guess of the perfect color matches your business.

But if you’re looking at your logo color and thinking, “That just doesn’t feel right…” Then, it’s time for a gut check. If you’ve always wanted a red logo, then, dang it, get yourself a red logo! Just remember the emotions that your customers will bring to their experience with your business.

Get a logo design now!

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