The impact of color on human behavior is a broad subject in psychology, and is particularly relevant to logo design and marketing.
In The Psychology of Color in Logo Design, we looked at the impact of the warm colors yellow, orange, and red. Warm colors are open and inviting; they have a stimulating effect. They energize us mentally and physically and rouse our emotions.
The cool colors purple, green, and blue do the opposite: they calm and reassure us, and ease emotionally-rooted tension due insecurity, risk, and the unknown.
Take a look below at the associations and effects of cool colors when used in design, and consider the character of the logos that make use of each color.
The color purple in logo design
Purple is a popular color choice for religious logo design, as it symbolizes mystery and spirit. It’s the color of the crown chakra – our spiritual center and soul connection to the universe.
Purple symbolizes education and ceremony. It’s the color of robes worn by the sainted and the educated, and of the felted crowns and tufted chairs of royalty. It’s said to inspire creativity, wisdom, and intelligence.
Purple lives in the borderland between warm (red) and cool (blue) primaries – a position excellent for representing the calm resolution of important concerns. The most imperial of colors, it symbolizes rule-based governance and nobility.
The color green in logo design
Green is symbolic of life, nature, and growth. It’s the color of shooting buds, verdant hills, moss-covered rocks, and the forest in bloom. Therefore it’s a popular choice in nature related logos. All the associations of the natural world are inherent in green: health, harmony, and renewal.
Green reminds us of the great balance required by any ecosystem, and that we are each a small part of a larger whole. We have a role to play, which is vital to the greater good. For this reason, green is an effective color for non-profits or charity brands.
Green is soothing, mentally and physically, so for businesses that seek to offer peace of mind or respite from daily stress, using green is an excellent way to promote an image of comfort and relaxation.
The color blue in logo design
Blue is the color most heavily used in logo design. Why? Because of its universal appeal. It offer associations that are valuable to almost any business logo: trust, dependability, and strength.
Blue is the coolest of cool colors; it has an aura of security, calm, and order. It’s often used by legal and peacekeeping professionals such as police, security guards, and lawyers.
Strength and dependability are an easy equation for success. Blue is often used for banking, investment, and professional consulting services where trust in the brand is key to market share.
If an trustworthiness and expertise are crucial to your brand, consider using blue in your logo to enhance your image.