Whether you realise it or not, your mind is inherently programmed to respond to colour. Research shows that it has an effect on buying habits, emotions, even heart rate and body temperature can be effected by just looking at different colours.

Studies suggest that colour can have as much as an 80% effect in changing motivation when it comes to online shopping and marketing.

Now as the recent “The Dress” argument that enveloped social media shows, people do perceive the actual colour of something differently and therefore some colours and colour combinations can be subjective. However, there are some standard colourings that companies use in their branding to subtly or aggressively hit their marketplace and grab their customer’s attention!

White

White is used in a lot of modern brands especially. It is the universal colour of peace and purity. It can be used in logos as negative space to form an image or often just the icon/logo itself.

It is supposed to evoke feelings of cleanliness, innocence and simplicity. Whilst also suggesting a new beginning, even the word white, when used in a brand name can have the same effect as the colour!

Many companies use white in their branding to subtly or aggressively hit their marketplace and grab their customer’s attention! Apple is a great example of this.

Yellow

Often used in conjunction with another colour, yellow is rarely used alone. This is perhaps because it can often produce mixed feelings or messages. It is bright and very visible and often grabs the attention.

It also can be seen as a warm and inviting colour. But is often used in warning signs so can evoke feelings of caution too. The McDonalds M for example.

Orange

Orange is an attention-grabbing colour and usually manages to combine the best of red and yellows attributes. It is often used in logos and branding to create emotion stimuli or even appetites.

It can suggest creativity and fun whilst also studies have shown that many people associate the colour orange with affordability, light-heartedness and youth. Think Nike!

Red

Red is a strong and intense colour, widely used in logos of all varieties. It can evoke emotions such as anger and make people think of blood and warfare and aggression. While it is also used to symbolise love and passion.

It is designed to catch attention and has been known to increase blood pressure or even make people hungry. Coca Cola anyone?

Pink

Fairly obvious this one, it is the feminine colour – it provokes feelings of innocence and delicateness. It is usually used in logos either aimed at women or to give a feminine impression or flair to the brand. Barbie is a prime example of this.

Its seen as gentle, girly, soft and tranquil and is rarely seen negatively, even logos and brands that are for adult entertainment companies that use pink evoke the same emotions making them seem more benign and approachable.

Purple

Purple was used in Imperial Rome for the Pretorian Guard – the men who formed the personal guard of the Emperor. The colours royal connotation has stuck. It implies sophistication and has both warm and cool properties.

It can also create a sense of mystery or spirituality. It is used often in education books and luxury product logos.

Blue

Blue can be a calming colour but also one that suggests authority, success and security. It is a colour that few people dislike – in fact when people are asked to pick their favourite colour – blue comes out on top. Even among a mixed gender group, it’s not just a colour for the boys!

It is the most popular colour in logo design, often used in Government branding and among large companies that dominate the stock market lists.

Green

Green is the colour of life and renewal, it is calming and restful colour. Often used in brands that consider themselves to be “green” or that deal with nature and/or animal/forestry conservation.

It can however also represent inexperience or jealousy. However, studies suggest that this is a far lower perception of the colour among most who view it.

Brown

Brown is quite a neutral colour, it can represent older or traditional values or age. Because of it’s neutrality it is often used in legal branding or on construction company’s logos.

It represents calmness, earthiness and reliability. It is therefore often used by companies who wish to come across as such.

Grey

Often used in conjunction with other colours grey is a soft and neutral colour. Inoffensive and placid it works well within most logos and with most other colours. It is often used for the font to accompany a coloured logo icon.

It can give impressions of authority, corporate and cleanliness and stability. It is rarely used for an entire logo but some examples do exist.

Black

Can symbolise boldness, authority and power. Often used in logos or branding for companies that wish to evoke feelings of simplicity, sophistication and strength.

It can sometimes appear a little boring or negative to some. All-black logos are also reasonably rare but again examples do exist.