Infographic: How Color In Graphic Design Can Influence Customers

by Taylore Bryant, 09/04/18



Color in graphic design helps businesses create a mood and improve the overall relationship with your brand. Our brains have a preference over recognizable brand than something different and unfamiliar. It’s even been suggested that it is ideal for new brands to specifically target logo colors that ensure differentiation from competitors. Properly using color in graphic design will increase the probability of a customers returning to your site. Here are some examples of how color in graphic design can influence the moods of your customers.

Primary Colors

Red- There’s a sense of urgency when the color red is seen by consumers. Red is typically associated with “stop”, this makes customers pay attention. Adverts can benefit from this from this while using selective call-to-action words with the color in their logo. It has the ability to stimulate the mind while also raising blood pressure and heart rate simultaneously. The color red is normally associated with the feeling or act  of energy,excitement,and boldness.

Yellow Yellow creates an array of emotions including optimism and warmth and is often considered simple, or a bit childish. Due to its playful nature, yellow is an ideal color option for advertising children’s activities. It is the most appropriate to use it in family oriented businesses such as amusement parks, family restaurants, and toys.

Blue- Studies show that blue is the preferred color of men. Blue transmits a message of conviction,reliability and triumph.This is why blue is  one of the most popular colors in corporate logos designs. Contrary to popular belief, companies use this color because it brings no negative emotions to consumers.

Secondary Colors

Orange- Orange is a dynamic and energetic color, similar its counterpart, red. Unlike red, orange doesn’t imply a sense of urgency. It draws attention to itself for its enthusiastic nature and can be used successfully for modern age advertisement. The color orange used in logos create imagery that stand out from the rest for campaigns with a youthful target market.

Purple- Purple conveys a subconscious message to the customer of  imagination and creativity. Penji’s logo, for example, demonstrates the company’s creativity with graphic design. Purple is associated with luxury, royalty, dreams, mystery and elegance. Shades of purple are soothing and can work well for beauty oriented advertising as well.

Green- The color green promotes feelings of tranquility, health, and nature.This is the most popular color among the eco-friendly brands. It is the perfect color to market material for companies concerned with environmental matters. Green corresponds with finances and safety. This makes the color great for banks and other financial institutions.

White, Black and Gray

White – The color white portrays traditionalism, conservatism and purity to consumers. This creates a feeling of simplicity and innocence. More often than not, white is used with some other colors to make a stronger statement. It is important to choose the right colors to compliment the simplicity of white.

Black– When a business wants a logo to convey feelings of authority and power in people, black is the go-to color. Customers who want to feel confident and powerful will be drawn to black logos. Playing off customers insecurities can be used very effectively in advertising.

Gray – Gray can symbolize practicality for customers. When done wrong, it does have the ability to come off depressing or bland. When done right, however, the color can be seen as sophisticated and high class. Gray normally associated with the feeling or act  of  balance , neutrality and calmness.

color in graphic design