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Color Psychology & Readability



There is a whole field of psychology devoted to color and its impact on us and brands have recognized that.

For example, fast food restaurants use red and yellow in order to create a sense of excitement and urgency, while hospitals and spas tend to use blues and greens, which are calming.  

Here is a short list of colors and their associated emotions – what does your logo’s colors say about your brand?

Red is intense and passionate. It grabs the attention of the viewer.

  • Urgency
  • Energy
  • Bold
  • Attention-grabbing

Purple is most often associated with creativity and luxury. In fact, the ancient Romans viewed purple as a regal color.

  • Royalty
  • Sophistication
  • Fond memories
  • Mystery

Blue put people at ease.

  • Trust
  • Reliable
  • Responsible
  • Calming

Green is earthy and symbolizes growth. Green also has a soothing effect on people.

  • Health
  • Prestige
  • Honestly
  • Natural

Yellow produces a warming effect and arouses cheerfulness, energy and mental acuity.

  • Positivity
  • Light
  • Motivation
  • Creativity

Orange is a cross between red and yellow and invokes a sense of boldness and excitement.

  • Fun
  • Vitality
  • Endurance
  • Happiness

Brown, like green, is an earthy and comforting color and denotes simplicity.

  • Durability
  • Natural
  • Simple
  • Richness

Black denotes power and authority and is a formal, elegant, and prestigious color.

  • Prestige
  • Value
  • Classic
  • Sophisticated

White represents purity, cleanliness and new beginnings.

  • Nobility
  • Softness
  • Perfection
  • Sterility

Colors & Readability

It’s also important to understand how colors when paired with one another affect the readability of signs.  Pairing the right colors is critical for any brand.

Interested in learning more about color psychology and sign design?  Email us today: or call: 470.444.SIGN (7446).  

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