Colour psychology: how to choose the colour of your logo

What colours really say

A colour does not “make” people buy. In a few tenths of a second it creates a first impression: serious or playful, accessible or high-end, natural or technological. These associations come from culture, industry and habit, not from a universal law. Treat them as reference points, not rules.

• Blue #2563EB
  Trust, calm, reliability. Very common in banking, insurance and tech.
• Red #DC2626
  Energy, urgency, appetite. Catches the eye, use sparingly.
• Green #16A34A
  Nature, health, growth, balance.
• Yellow #FACC15
  Optimism, warmth, attention. Hard to read on a white background.
• Orange #F97316
  Friendliness, dynamism, accessibility.
• Purple #7C3AED
  Creativity, imagination, sometimes prestige.
• Black #0F172A
  Elegance, restraint, premium.
• Pink #EC4899
  Softness, youth, boldness depending on saturation.

Choose according to your industry and positioning

Two questions guide the choice: what should your customer feel, and how do you stand out from your competitors? In an industry saturated with blue (finance, insurance), a deep green or a restrained purple will make you instantly recognisable.

If your brand needs a full palette, also read how to build a brand colour palette.

One colour, a gradient or two separate colours?

• Solid: the most versatile. It prints anywhere (stamp, embroidery, engraving) and stays legible when small.
• Gradient: modern and dynamic, perfect for screens. Always prepare a solid version for media that cannot carry a gradient.
• Split: a symbol in one colour and the text in another. The text stays very legible while the symbol carries the personality.

5 mistakes to avoid

1. Too many colours. Beyond three, the logo loses sharpness and becomes expensive to print.
2. Ignoring contrast. Light yellow on white is almost invisible. See contrast and accessibility.
3. Following the trend of the moment. A trendy shade ages fast. Prefer a colour that lasts.
4. Copying the industry leader. You would only be their imitation.
5. Not testing in black and white. A good logo stays recognisable without colour.

Frequently asked questions

What is the best colour for a logo?

There is no universal one. The best colour is the one that matches your message, sets you apart from competitors and stays legible on all your materials.

How many colours should a logo have?

One to three is enough. A single colour is the most versatile. Beyond that, legibility at small sizes and printing cost both suffer.

Can I change my logo colour later?

Yes, but it has a cost (materials, signage, customer habits). It is better to choose well from the start and prepare light, dark and monochrome versions.