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  • Writer's pictureZuzanna Piskorowska


Brand Identity, Logo Design colours

Colour psychology


Colours are everywhere and are part of human nature. From the early years of our life, we start collecting memories and feelings associated with colours. Our brain makes an instant connection between an object and its tint.


If you start listing random objects, your listeners will automatically see their colours in their minds. Green grass, white milk, blue sky, we see those every day. Our experience will decide how we feel about a specific shade. For example, you may start disliking green because it's the favourite colour of your ex-partner. Or you may suddenly begin to love orange because it reminds you of a great time you had on your holidays.


Logo design, brand identity colours

Social norms


People are social beings, and we often care what people may think about us. That's why you won't see people wearing red to a funeral or pink suits to a business meeting. Some colours don't belong to specific situations, even if we like them.


The same happens in business. Some colours don't fit your industry due to social norms and may affect how people feel about your brand.



Same colour, different shade


A single colour can have multiple meanings depending on the situation. Different shades of the same colour can cause different feelings as well.


Imagine you are an owner of an organic food shop, and you want to use brown for your logo. Brown is associated with natural and organic products. But on the other hand, it can bring images of rotten vegetables and mud. So the right shade is very important here.


Meaning of specific colours for Marketing


When choosing colours for your brand it's good to check what the potential meaning behind the shade is. This may influence how people feel about your brand and persuade them to do business with you. Colour has a big impact on the first impression. One look at your logo design and they will know if they like your brand. Here I will list some of the main colours and feelings and associations they represent.


Black as the brand colour


Black colour represents:


  • Elegance

  • Luxury

  • Timeless

  • Grief

  • Expensive

  • Sophistication


Brand Identity - Black as Brand Colour
Brand Identity - Black as Brand Colour


White as the brand colour


White colour represents:


  • Purity

  • Sincerity

  • Perfection

  • Innocence

  • Cold

  • Distant


Brand Identity - White as Brand Colour
Brand Identity - White as Brand Colour

Pink as the brand colour


Pink colour represents:


  • Feminine

  • Sincerity

  • Love

  • Innocence

  • Immature

  • Emotional


Brand Identity - Pink as Brand Colour
Brand Identity - Pink as Brand Colour

Grey as the brand colour


Grey colour represents:


  • Modern

  • Natural

  • Neutral

  • Pessimistic

  • Sad

  • Practical


Brand Identity - Grey as Brand Colour
Brand Identity - Grey as Brand Colour

Blue as the brand colour


Blue colour represents:


  • Masculine

  • Competence

  • High quality

  • Corporate

  • Depressed

  • Predictable


Brand Identity - Blue as Brand Colour
Brand Identity - Blue as Brand Colour

Orange as the brand colour


Orange colour represents:


  • Warmth

  • Excitement

  • Energy

  • Creativity

  • Impatient

  • Exhibitionism


Brand Identity - Orange as Brand Colour
Brand Identity - Orange as Brand Colour


Purple as the brand colour


Purple colour represents:


  • Royal

  • Mysterious

  • Creative

  • Power

  • Emotional

  • Arrogant


Brand Identity - Purple as Brand Colour
Brand Identity - Purple as Brand Colour


Red as the brand colour


Red colour represents:


  • Love

  • Lust

  • Anger

  • Warning

  • Power

  • Speed


Brand Identity - Red as Brand Colour
Brand Identity - Red as Brand Colour

Brown as the brand colour


Brown colour represents:


  • Wisdom

  • Natural

  • Old

  • Honesty

  • Boring

  • Reliable



Brand Identity - Brown as Brand Colour
Brand Identity - Brown as Brand Colour

Green as the brand colour


Green colour represents:


  • Fresh

  • Natural

  • Eco

  • Healthy

  • Materialism

  • Inexperienced


Brand Identity - Green as Brand Colour
Brand Identity - Green as Brand Colour

Yellow as the brand colour


Yellow colour represents:


  • Happiness

  • Joy

  • Warmth

  • Cheap

  • Low quality

  • Alert


Brand Identity - Yellow as Brand Colour
Brand Identity - Yellow as Brand Colour

Build your Brand Identity with Brand Loud


I will help you choose the right colours and fonts for your business. I will make sure that your logo design and all your visuals are consistent and follow your brand guide. You can learn more about my Brand Identity services here.

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