The document discusses how the colors that companies choose for their logos and packaging have psychological meanings and marketing impacts. It analyzes the colors purple, blue, red, yellow, orange, and green, describing the emotions and feelings each color evokes as well as how companies use each color in marketing. For example, it notes that purple represents royalty and creativity, blue promotes tranquility and safety, and red increases passion and stimulates appetite. The colors' psychological associations influence how companies employ them to achieve marketing goals like attracting attention or conveying certain brand attributes.

1. Psychology of Colors
And how companies choose the color of their product’s logo and packaging.
By Maksim Yorsh

2. Have you ever thought why
different companies choose
certain colors for their logo?
Is it just because it looks better or there is a
meaning behind the color?

3. PURPLE
Secondary Color
Features/Emotions
 Demonstrates royalty, success,
wealth, wisdom
 Many kings used to wear purple
cloths
Marketing
 Often used in products for beauty
and rejuvenation
 Represents creativity, rich
imagination, wisdom of a brand.

4. BLUE
Primary Color
Features/Emotions
 Associated with water and peace
 Mostly preferred by men
 Associated with tranquility and
serenity
 Curbs hunger
 Is called cold color, perceived as
permanency in life ( like ocean and
sky)
 Increases productivity
 Used in offices very often
Marketing
 Used in corporate businesses due
to productivity and neutrality
 Creates a feeling of safety and
makes you trust the brand

5. RED
Primary Color
Features/Emotions
 Evokes strong emotions
 Stimulates appetite
 Increases passion and intensity
 Red roses symbolize love
Marketing
 Increases heart rate
 Is used in restaurants to stimulate
appetite
 Is creating a feeling of an
emergency, used for SALE signs in
stores
 Works great with impulsive buyers

6. YELLOW
Primary Color
Features/Emotions
 Increases happiness and
cheerfulness
 Stimulates brain and psychological
activities
 Stimulates neural system
 Stimulates interpersonal
communication
 Very tiring for your eyes
Marketing
 Presents optimism, youth
 Is used to attract attention of
buyers who like to “just look
around”
 Demonstrates clearness

7. ORANGE
Secondary Color
Features/Emotions
 Reflect anxiety, enthusiasm
 Demonstrates warm feelings
 Warns to be careful
Marketing
 Can show aggression
 Forces you to make a decision: to
buy, to sell or to subscribe
 Very effective with impulsive
buyers
 If used for a brand, promises to be
funny, friendly and confident

8. GREEN
Secondary Color
Features/Emotions
 Symbolizes health and
peacefulness
 Symbolizes money
 Associated with nature
 Reduces depression
 Doesn’t irritate eyes
 Represents development and
growth
Marketing
 Used for relaxation
 Associated with wealth
 Used to serve as a symbol of
fertility