A logo is more than a design symbolizing a business. This visual representation of its mission should communicate a favorable message. All around the world, retailers spend billions on brand building, and they want to make their logos irresistible. Here is why.

It has long been known that colors affect human perception. When chosen correctly, they become a powerful psychological tool. For example, look at the logos on rabato.com, a weekly ad website that delivers hot deals from dozens of US retailers. Businesses use these symbols to attract customers.

Importance of Visual Appeal

Design is among the most significant components of brand development. According to Harvard Business Review, we are now witnessing an unprecedented confluence of brand and design. Think of the famous apple with a bite, for example. Do you think Nike would have achieved the same success without their “Swoosh”?


The design of any logo begins with a few crucial factors. Aside from the colors, these include font, size, shape, and other graphic details. However, the colors you pick are simply crucial. This choice may even change the conversion rate. The indicator determines how many website visitors or app users actually make a purchase through the channel.

Since certain colors evoke certain feelings in individuals, you risk scaring them away with a wrong aesthetic selection. Here are the key colors and the way they are generally perceived.


This color conveys sophistication. It is indicative of luxury, authority, and formality. It can also be seductive — just think of the little black dress.


You have probably heard that red is an aggressive color. However, it would not be used by so many well-established brands if it only conveyed aggression. Psychologists claim it conveys energy, excitement, love, boldness, and passion.


This color used by Yahoo and Cadbury is creative, imaginative. It may also communicate nostalgia.


Grass and nature? You have probably guessed it. Green is often used by companies that associate themselves with concern about the environment (e.g., Greenpeace). Fast-food chains like Subway may incorporate it in logos to communicate freshness and organic origin of ingredients. It is also linked with growth and care.


What feelings does the Facebook logo evoke? If you are thinking along the lines of calmness and security, you are right. Blue is said to convey honesty, reliability, and strength. It also includes notes of caring.


What about that vivid Shell logo? Its creators have probably chosen the color to communicate optimist, forward-thinking, and confidence. The color is also seen as logical and playful.


Logos that include a color combo (e.g., Google, NBC or eBay) are viewed as positive, open-minded, bold, and playful.

The Value

According to multiple studies, an overwhelming majority of purchasing judgments are driven by visual perceptions, including color as the primary motivation. Roughly 85% of consumers claim their purchasing decisions are based on color. 80% are convinced that color boosts brand recognition.

Such impressive figures may not be overlooked. Visual elements of a brand are extremely important for any company today. Therefore, logos must be meticulously developed with these aspects in mind.