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How Big Businesses Use Colors to Affect Your Emotions [Infographic]

by Verónica Jarski  |  
July 26, 2014

How does the color in your logo make your customers and prospects feel? Here's a look at the emotions certain colors elicit and iconic business logos that use those colors.

Blue summons images of the sky and sea, which makes people feel such emotions as comfort, understanding, clarity, calm, and trust, according to the FinancesOnline's infographic.

"Green is associated with the harmony of nature," states the infographic. "What you feel is calm, relaxed, trust, peaceful, and hopeful."

Black conjures ideas of sophistication and boldness. "Black is associated with the formality and mystery of night," suggests FinancesOnline.

To find out more about logos, how much they cost, and how famous ones have evolved, check out the infographic:

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Suzanne Sat Jul 26, 2014 via iphone

    Really enjoyed this article! Some subtle themes running through

  • by Mark Vozzo Mon Jul 28, 2014 via web

    Thanks for this Veronica. This infographic showing some of the costs is amazing. I am an industrial designer with a passion for color theory in product design. Here is a blog post I wrote that has a very complementary "Colour Emotion chart". I thought I'd share it with you and the readers of this excellent post. Here it is -

  • by David Tue Jul 29, 2014 via web

    With all due respect, I think that this colors issue is a marketing joke that got out of hand. Just reading through the infographic reveals that same feelings are being used in different colors (e.g. trust and similar feelings). The examples given are simply forced into the scheme instead of the other way around (e.g. M&M are brown not because of what they want you to feel, but because they are made of... chocolate? Blackberry is black because of.... the brand's name?) .
    Another fine example is the one that is not shown here: Quaker oats. It's a world wide brand, but in several places the package is red and blue and in other places it's brown and black. How does that coincide with the notions above? well, it's not.
    London Olympics logo was pink. How is that associated with feminine features? Again, it's not.

  • by Vanessa Tue Jul 29, 2014 via web

    Problem with the meaning of colours is that different colours will have different 'meanings' across the world. However with all the Western influence the worlds perception of colours may be conforming.
    If, out of interest, you want to read about different colour 'meanings' around the world there's a paper you can access on Google Scholar
    Aslam, M. M. (2006). Are you selling the right colour? A cross‐cultural review of colour as a marketing cue. Journal of marketing communications, 12, 15-30.
    But please be critical of the date it was published, after all we are in the online marketing world where things can change so quickly

  • by Paul Claireaux Tue Aug 5, 2014 via web

    Very neat - thanks for sharing

  • by Willow Pham Wed Aug 6, 2014 via web

    A very helpful information!

  • by srirang Thu Sep 11, 2014 via web

    Nice info graphics, lot of information. Thanks for sharing.

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