Have you ever looked at logo and felt drawn to it instantly? Or you are watching a motion
design and you simply fell in love but you are not sure what is it?
It could be the motion of the image or how the pictures are placed on the logo, but then again
it may just be the colours used on the logo and in the graphic.
Think about it for a second.
Ok times up.
What I am getting at, is colour plays a very important role in our every day lives and it
impacts how we feel about some things. It is the same with graphics and logos.
The colour used plays on our emotions and often dictates whether or not we are going to like
it.
This is called Colour Psychology and if you do not believe me look at a logo in your
favourite colour and look at the same logo in a colour that you don’t like and see how you
feel.
According to a study done by Will Erstad, colour psychology is the study of how colour
affects our emotions and behaviours. It may depend on your upbringing, cultural background
and personal preference.
What Erstad is saying here, is that colours play on people’s emotions and when applied
properly have the potential to invoke the desired response from the reader/ viewer.
In a research done by the New York Academic Film Academy they highlighted that different
colours have different meaning and one colour may have multiple meaning. For example: the
red at the stoplight means stop or danger however for Valentine’s Day it reflects a symbol of
love and passion. “It (colour) is about using certain colours to effectively market a brand and

subtly persuade the customer to trust it, thereby influencing their purchasing decisions,” the
study revealed.
This is what graphic designers use when creating a brand for a company. So for example;
yellow is a bright colour and often promote memory and focus.( Eryn Stubblefield)
“Yellow opens the mind and draws attention to its surrounding elements.”
Further in Stubblefield study he explained what others colours such as green and blue may
mean in design
“Green is very calming and gives a sense of peace and serenity. Many people find nature
calming because of the green undertones found in plants, trees, water, insects, and natural
habitats. Blue is also a calming colour. It promotes productivity and trust. Blue is a very
dependable colour. Most people associate blue with integrity and sincerity making it an
excellent choice for most professional and large corporate branding.”
So next time you see a design or logo take the time to access what the colours mean to you
and how it appeals to you. Until next time have fun, reading about colours.

By Alicia Barrett

References

Erstad, W (2018, January 01) The Graphic Designer’s Guide to the Psychology of Color
Retrieved from: https://www.rasmussen.edu/degrees/design/blog/psychology-of-color/

New York Film Academy (2017  February 13) What is Color Psychology and How to Use it
in Your Graphic Design

Retrieved from: https://www.nyfa.edu/student-resources/what-is-color-psychology-and-
how-to-use-it-in-your-graphic-design/

Stubblefield, E (nd)An Introduction To Graphic Design: The Psychology of Color
Retrieved from:https://www.freepik.com/blog/an-introduction-to-graphic-design-the-
psychology-of-color/

For further reading
(2015 April 3) Symbolism Of Colors And Color Meanings Around The World
Retrieved from: https://www.shutterstock.com/blog/color-symbolism-and-meanings-
around-the-world