Different colors and shades have different effects on people. Green, for example, is associated with the environment and suits day spas, conservation groups and other companies that need a natural feel. On the other hand, it is also associated with great wealth.

Though we can predict how most people in a cultural group will respond, these effects can vary from person to person and culture to culture. Some people associate green with nausea, while in Chinese culture, green indicates health. In western Anglo cultures it is associated with freshness, regeneration and nature.

Here are a few basic color psychology rules to guide your messaging:

• Warm colors include reds, oranges and yellows, which create a mood of excitement and suggest heat. They stimulate appetite, inspire creativity, and spark activity.


• Cool colors have passive, calming qualities that aid concentration and can create a mood of peacefulness and tranquility, reducing tension. Cool shades include violets and blues.


• Green can be warm or cool. A green with a yellow tint is a warm color, and with a blue tint, it becomes a cool color.


• Neutrals are great for adding stability and balance to a logo, and also for plotting out the main elements. Neutrals include white, black, gray and brown.


• When choosing colors, it is important to consider the effect of the lightness and darkness - or value - of a color. Light colors pop out, and deep colors ground the piece.

A great design can't depend on pretty colors alone. Particularly with logo design, you should color your work last.

By leaving color to the end of the process, you can focus more clearly on your core idea, and create a logo that is easily reproducible and recognizable in black and white printing situations. No gradient or color will rescue a poorly designed mark.

Points to Remember

• It's good to see an RGB and a CMYK version of each logo. Remember that some colors aren't reproduced well in CMYK prints, like bright lime green or bright oranges. They become muddy, unlike colors on screen.


• Remember that green can be a warm or cool color and be careful to select the right green for your purposes.


• Gradients are frequently overused, and they can turn out poorly in print. Be careful with their use.

Activity - Adjective Illustrations 2

Use the earlier 'Be Original' activity, but introduce two more colors in addition to black. Experiment with the them. What happens when you introduce a warm color to illustrate a melancholy adjective?

Want More?

Whatever skill level you're at, it never hurts to dust up on key elements that might help win you a contest. Check out our design articles for some useful tips.

How To Design A Logo - Expert Designer Guide Part 1

Six Reasons Why Pen And Paper Still Matter In The Design Process

How Joining The DesignCrowd Community Can Help Fast-Track Your Design Career

Written by Josh Borja on Wednesday, December 23, 2015

Josh has worked as a graphic designer at DesignCrowd, and is currently an in-house graphic designer for two community groups - Harbour City Bears and Penrith Musical Comedy Company. He credits both groups as being important in helping shape who he is. He says graphic design is a tool getting him to where he wants to be.