Color palettes are something everyone is familiar with, but a lot of people don’t realize that colors are also associated with emotions and ideas. Ever notice that the majority of fast food restaurants have a red or yellow logo?—that’s color psychology. It’s also why we associate Valentine’s Day with pink + red. Different colors evoke different emotions. Oftentimes this is a subconscious thing we do, but in Branding it is intentional.
If you use color intentionally in your business, it can have a big impact on how your audience views your business and the types of emotions they associate with it. When I am starting with a new client, color psychology is something that I go over and pay attention to as we choose a color palette. Depending on the audience you are trying to reach and the business you are hoping to portray depends on which colors are appropriate. Just because you love the color pink doesn’t always mean it is the best business decision for your branding. Below is a little cheat sheet on color psychology:
While Color Psychology is important in Design, it is not the only thing that drives emotions. The correct use of typography, line, wording, etc. is also incredibly important to create a balance within your business. This is why it is imperative to not only create a beautiful logo with a great color palette but also have a complete and cohesive Brand Identity that mirrors your business’s values as well.