Color can be very powerful when intelligently applied. The human psyche responds emotionally to color, and it can communicate to us on levels far removed from reason and intellect. Color can elicit instant negative reactions, but also uplift, impress, entertain and stimulate. Awareness of how color can "color" the emotions of your audience, will allow you to make educated decisions in selecting just the right color for your logo design.

The vast majority of consumers are totally unaware of the pervasive and persuasive effects of color. It holds the power of suggestion, and can be seen at every level of visual communications, from logos and signs to commercials and billboards, from packaging to print media.

An understanding of the inherent emotional reactions to color can impart a distinct advantage in the areas of advertising, site architecture, product design and graphic design. Color can have a powerful impact on mood associations, which determine how we emotionally respond to and "feel" about a product.

Red
Vitality and passion, representing highly charged emotions ranging from danger and aggression to passion and love. Red stimulates a faster heartbeat and breathing. It is provocative and stimulating. Red is the color most commonly found in national flags.

Pink
Healthy, sweetness, feminine and childlike. Pink is the most romantic color. Pink is tranquilizing. Sports teams often paint the opponent locker rooms bright pink so their opponents will lose energy.

Orange
Lighter tints connotate tangy crispness, whereas deeper shades have seasonal associations. Pale tones like peach and coral lend a soft pleasing sophistication.

Yellow
Brightness, sunlight and warmth. Cheery yet also mellow. Some shades signal caution, but yellow is also the color of inspiration, ideas and dreams, stimulating creativity.

Brown
Earthy, provides a feeling of permanence and stability. Although some associate brown with dirt and uncleanness, positive connotations can also be perceived in the rich browns of coffee and chocolate hues.

Green
The color of life, representing nature. Soothing, sensuous and healing. Deeper tints can signify power and prestige, as in the color of money and green felt.

Blue
The peace and tranquility of an azure sky, blue imparts a sense of serenity, coupled with a cool quiet. Stronger blues can evidence drama and energy. Deep blues are imbued with the qualities of logic, order and authority.

Purple
Spiritual and sensual with a mystery and elegance, purple carries with it the associations of contemplation or regal majesty. Purple is a synergy of the simmering passion and excitement of red, with the cool serenity of blue.

White
A purity of message clarity in simplicity. Overuse can be unsettling or off-putting. Doctors and nurses wear white to imply sterility.

Black
Strength, class, elegance. Sophistication now adorns the color once only associated with mourning or death. A “black tie” event is formal. A black belt in karate identifies an expert.

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