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When designing a logo, among all the elements you have to consider, there is one that must absolutely be taken care of if you want to convey the appropriate message: color. Everything in our daily lives is designed to provoke an emotional response and color plays an essential role. We have prepared a brief summary to help you make the right choice. RED The warmest of all colors, and also the most common when it comes to evoke masculinity. Red has something to do with passion, energy and risk. It increases blood pressure, appetite and respiratory rate. It's a dynamic color, and a wise choice if you want to grab people's attention; if you want a visually striking logo full of energy, this is exactly the color you need. ORANGE The color orange represents alertness, imagination and youth. Think of an orange that is juicy, fresh and full of vitamins C!

It's a color you often find in everyday life, a true resource of happiness and joy. It promotes comfort and enthusiasm; if life is assaulting you with disappointment, it's the color to hold on to. It is also, like red, a color that easily grabs your attention.

Research has shown that orange is an appetite-inducing color and is frequently used in food products or in restaurants. If you work in this sector, you have found the new color for your logo. YELLOW Joy, optimism, good humor, spontaneity and positivity; and that's just a taste of what yellow represents. Imagine the smiling faces and the sun!

This vivid color is intimately linked to the joy of life. It stimulates mental activity and makes us happier. While yellow works with most activities, it is a delicate color to use and should not be abused. A yellow that is too light or too dark, and you quickly find yourself with visual fatigue or the impression of dealing with a dirty color. Use in your logos sparingly. PINK Pink is a young color that symbolizes romance and femininity. It is an association very anchored in the collective unconscious, at least in the West. Pale pink shades are rather soothing, while brighter shades approach red and become exhilarating.

For the anecdote, in some prisons, pink is used to channel the aggressiveness of inmates. Sports teams use the same scheme by painting opponents' locker rooms pink to make the players more apathetic!

Pink is generally synonymous with gentleness, kindness and compassion. For your logo, it's perfect if you sell sweets or children's toys. PURPLE Purple reflects imagination, elegance and spirituality, mixed with an aura of mysticism. It is an excellent compromise between the ardor of red and the calm of blue.

It is a color long considered very precious, perhaps because it was rarely found in nature and purple clothing was a visible sign of prestige. The dye was so expensive to produce that only emperors, kings or queens could adorn themselves with silk of this color.

Today, it is still a color of choice if you want to give your logo a touch of glamour. By incorporating it into its design, you will give it a luxurious look and a genuine sense of sophistication. BLUE Blue is synonymous with calm and reliability. It is the tone of the sky and the seas, a soothing color that caresses your heart with harmony and freedom. It is in addition a color that represents stability and fidelity; it is frequently used by financial institutions, large companies and small businesses wishing to give themselves an aura of respectability.

However, two shades of blue can produce vastly diverse results; a logo designed with a beautiful light blue, for example, will have all the qualities described, whereas a blue that is too dark can easily be confused with black if the luminosity is not perfect. It's up to you to dose the intensity correctly. GREEN The color of nature, if nature could ever have preferences. Green is a true symbol of life and fertility, associated with the outdoors and wide open spaces. It's also a color frequently used to represent wealth and money, especially in North America. Paradoxically, it is rarely employed as a logo for a financial institution; there are colors better suited for this purpose.

In the Middle East, this color represents religion.

Green easily attracts attention because it occupies a large place in the spectrum of the human eye and as such is an interesting background color. As a main color, it should be reserved for companies using nature as a support for their activities...or for those trying to give themselves an ecological image. BROWN Brown is a down-to-earth color that closely reflects the values of nature itself: reliability and unity.

Its earthy tones are easily adapted to many logos. Light browns, such as beige, are often used as neutral colors in design and fashion, while darker shades, such as brown, are associated with safety and chocolate.

As a logo, it's perfect if you want to evoke order and trust: think JP Morgan or UPS. On a completely different note, you'll find this color at Hershey's or M&M's! BLACK, WHITE and GREY White is a sign of innocence and cleanliness. You can't go wrong; it helps mental clarity, stimulates reflection and purification. The use of white in the design of your logo will give it a simple and clean look, and since these are the dominant trends right now, you can consider using it without fear.

Black is an intense, beautiful and elegant color. Frequently used by luxury companies, it is also associated with companies that want to look serious. If you want to give your logo an air of prestige, look no further; you can trust it.

Grey is an excellent compromise between black and white; it represents cleanliness and simplicity while maintaining the prestigious look typical of black. In a way, gray is the neutral color par excellence. It is important to keep color theory in mind when designing your logo, website and any other element of your communication. Colors are powerful tools, and with the color palette you select, you can convey the right message...or a completely inappropriate message. Depending on your business, some colors will work better than others!

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