Yellow = happy OR yellow = warning?

I’ve been designing a TON of logos lately - shout-out to our local entrepreneurs! There is nothing more exciting for me than helping a budding business and watching their successes bloom. Not gonna lie, it’s also pretty cool to see stuff I’ve designed on printed materials, vehicles, buildings, billboards and clothing. 

For logos, color plays an important part in conveying what a business is trying to say. Imagine the Walmart logo (the yellow star with blue letters) in lavender. It just doesn’t fit. But, why? Because purples represent luxury and royalty, while yellows conjure feelings of positivity and trust. It makes sense that Walmart wants you to walk in their door with a good attitude and trust in their company.

Colors are specifically chosen for their impact on our psyche. Here are some examples:

Red: Passion, love, excitement, youth, anger
Examples: ESPN, Nintendo

Blue: Calmness, tranquility, trust, reliability, stability, intelligence
Examples: JP Morgan, Ford

Yellow: Happiness, optimism, joy, positivity, energy. WARNING: Yellow can also represent caution or warning in certain contexts.
Examples: Best Buy, McDonald’s

Orange: Enthusiasm, creativity, warmth, vitality, and determination. It combines the energy of red and the cheerfulness of yellow.
Examples: Nickelodeon, Harley Davidson

Green: Nature, growth, harmony, freshness, balance, and renewal. It can also signify fertility and prosperity.
Examples: Tropicana, Whole Foods, Holiday Inn

Purple: Royalty, luxury, spirituality, mystery, creativity
Examples: Hallmark, Syfy Channel

Black: Power, elegance, formality, sophistication, and mystery.
Examples: CBS, Apple

Of course, all rules are meant to be broken and a logo using unexpected or memorable colors can sometimes stand out among competitors. 

Do you see how some of the businesses above use their logos to invoke specific emotions? It’s all by design.

By Valerie Nunnenkamp