We’re designers right? Meaning that we create something and make it look good. And we have to be responsible for what we’re making, because the same design project may be adored by one person and provoke negative reactions in another. Let’s take Color. One may say, “Hey, come on, dude, you’re taking it way too deep. Who cares? I make one logo design, take money and go spend it.” Well, I’m not gonna be too deep with this, I’ve ran through many pages of information about color and just wanted to make a brief conclusion on what a designer should keep his mind on.

There’s lots of info on color meanings on the Net. Starting from theory up to physical effect on our body (i.e, according to American surgeon Edwin Babbitt, warm colors of red, orange and yellow stimulate the rise of blood pressure!).

That‘s too deep, yeah. I’ll just focus on most used colors and their meanings with examples and keywords.

Note:  color meanings are only for a single color, thus, the “feel” of the whole picture will change as you apply different schemes. It depends on the context and the target auditory (you won’t use pink colors in a logo for some business company).

So, let’s start with the Red color.

1. Red

Info: color red is mainly a warning color, as you see on any warning signs. Also used to gain attention to it. A stand-out color. In Western cultures mostly means danger, excitement, stop, love, while in Russia for example, it reminds of Communism. It is a color of courage as well (how many national flags have it?). Some car companies charge more for red colored models since red car owners are more open to a challenge or risk.
Tips: When used too much may become disturbing  (just like almost every other color).
Keywords (associations): blood, fire, life, energy, activity, will, fight, passion, aggression, wrath,  love
Examples:

2. Blue

Info: Blue is a calming color and most everybody will probably like its shades. It’s a color of intelligence, remember classroom walls? You got it. In Eastern cultures, the color Blue indicates Heaven and spirituality, while in the West it is mostly a corporate/office color.
Tips: Use for logos of cleaning services (water purification, cleaning liquids, etc.), airways, hi-tech. It is a masculine color, attracting almost every male, think of it too.
Keywords: wind, sky, cold, ice, purity, sincerity, talk, manipulation, control,  indifference, corporate, creativity
Examples:

3. Yellow

Info: Yellow is a warming color. Provokes positive emotions (remember smiley?). Also, Yellow is a warning sign (“do not cross” yellow tape).
Tips: When used too much may have a disturbing effect (it is known that babies cry more in yellow painted rooms). Don’t make babies cry, save the world!
Keywords: sun, daylight, freedom, celebration, fun, tolerance, stubborn, critique, worry, betrayal, warning
Examples:

4. Green

Info: Green is color of life, nature and growth. Darker shades of green means dollars for sure It is a positive color, mostly used to represent nature, fertility. It also symbolizes innocence. In China, green hats tell that man’s wife is cheating on him (weird, huh?), while in the East green means Islam.
Tips: use green for floral, drug, medicine logos. Again, I’m telling you – it depends on the context and target auditory.
Keywords: nature, life, faith, harmony, generousness, softness, egoism, fertility, innocence
Examples:

5. Purple

Info: Purple is mainly color of royalty, luxury, wealth and wisdom. Lighter shades are more feminine, closer to pink. Darker may cause sadness and frustration. It is also used as a color of mystery and magic. Most of the cartoon magicians wear a purple hat. But in logo design, primal meaning that purple bears is luxury.
Tips: Remember: lighter shades – more feminine, don’t use light purple in a logo for screw-driver selling company.
Keywords: wisdom, spirituality, mystery, inspiration, nobility, law, power, fanaticism
Examples:

6. Orange

Info: Orange is the color of … Oranges Ok, seriously, color orange symbolizes joy, healthy food, happiness and tropics. It stimulates your appetite when used correctly. In Western cultures it symbolizes Halloween, creativity and autumn.
Tips: orange is color of creativity, give your designer mind a go!
Keywords: motion, speed, rhythm, joy, emotions, sensitiveness, laziness, dependence, creativity, tropics, healthy food
Examples:

7. Gray

Info: Gray(grey) color is a neutral one. Gives a conservative feel. But nowadays it is often used in IT logos, usually as background. You can’t say if gray is a negative or a positive color, it’s like in the middle, indifferent to what’s going on. Psychologists don’t recommend this color to indecisive, way-too-calm personalities.
Tips: best used with pink, white and blue and their shades. It also may symbolize silver provided that you apply proper effects.
Keywords: shadow, clouds, immobility, stability, realism, boredom, anguish, neutrality, depression, calm
Examples:

8. Brown

Info: Brown symbolizes reliability, firmness, stability. Mother-Earth is brown. It lets you feel “ground under your feet”.
Tips: Use it with white, yellow, black.
Keywords: ground, Earth, autumn, reliability, dedication, endurance, hard-work, conservatism, fear
Examples:

9. Black

Info: Well, Black is not actually a color at all since it absorbs the light. It is a color of power, elegance, formality. You see a man in a black suit, black tie and shades, coming out of a black Mercedes Benz and unconsciously accept him as a businessman, right? And of course it is associated with death, funerals, mystery. You won’t go to a funeral wearing an Elton John suit.
Tips: Combined with powerful colors like red, yellow, orange, Black gives a very aggressive tone. However, at the same time it goes well with almost all colors.
Keywords: night, calm, darkness, secret, challenge, sadness, death, power, elegance, evil, mafia
Examples:

10. White

Info: White symbolizes purity, cleanliness, perfection. Angels have white wings, dove the symbol of peace , is usually white. Doctors are usually depicted in white clothing. White color is almost 100% positive color when used on its own. However, in Japan, white carnation symbolizes death.
Tips: White is color-friendly, goes well with almost all other colors. Best used for medicine, clinic, hospital, charity logos.
Keywords: light, calm, tranquility, cleanliness, innocence, emptiness, focus, loneliness, doves, angels
Examples:

Hope you find this article useful. Let me know what you think. Next time I’ll be talking about some useful tools for working with color.