The Psychological Impact of Colors in Corporate Logos

The Psychological Influence and Applications of the 10 Colors in the Munsell Color Wheel.

"Why does McDonald's use red and yellow in their logo?"

Hello! This is My Shopper.Take a look at this familiar logo, it’s recognizable even from a distance, right? The bold and striking design practically shouts “McDonald’s!” But it’s not just the design itself that makes such a strong impression. The colors play a key role in triggering a specific psychological response. Let’s find out how do different colors influence our minds, and how they are strategically applied in various industries.

Munsell’s 10-Color Wheel

American painter and color theorist Albert H. Munsell introduced the Munsell Color System in 1905, defining a 10-hue color wheel based on human visual perception. This wheel consists of ten fundamental hues: R (Red), YR (Yellow-Red), Y (Yellow), GY (Green-Yellow), G (Green), BG (Blue-Green), B (Blue), PB (Purple-Blue), P (Purple), and RP (Red-Purple). Here's how each of these colors influences our minds and how they’re used in various industries:

Red (R)

Red is a bold and stimulating color that symbolizes passion, love, energy, and urgency. Studies show that red activates the sympathetic nervous system, increasing heart rate and even stimulating appetite. This is why McDonald’s prominently features red in its branding - it subconsciously encourages hunger and a sense of urgency. In addition, red’s high visibility makes it a popular choice for marketing campaigns aimed at grabbing attention and driving impulse purchases.

Yellow-Red (YR)

Orange is a warm, energetic color that evokes adventure, sociability, and confidence. It encourages enthusiasm and reduces fear, making it ideal for sports and active lifestyle brands like Nike. This friendly and approachable color is often associated with joy and excitement. Doesn’t it feel like the ultimate extroverted color?

Yellow (Y)

Yellow is the brightest color in the 10-hue wheel, radiating happiness, intelligence, humor, and optimism. It stimulates endorphin production, which helps boost mood and reduce sad feelings. While too much yellow can cause visual fatigue, its high visibility makes it effective for warning signs and attention-grabbing elements.

Green-Yellow (GY)

By adding a hint of green to yellow, you get a vibrant shade associated with youth, vitality, and eco-friendliness. This color symbolizes growth and new beginnings, making it a popular choice for organic products, fresh produce, and health-focused brands. Have you noticed that many eco-friendly product packages use this refreshing shade?

Green (G)

Green represents nature, harmony, balance, and healing. Since green is abundant in the natural world, it naturally evokes feelings of relaxation and stability. This color is widely used to create a calming atmosphere and promote well-being. If you need mental clarity and emotional balance, surrounding yourself with green could help.

Blue-Green (BG)

While green is reminiscent of lush forests, blue-green is often associated with deep oceans and vast skies. It conveys a sense of freshness and tranquility, helping to regulate breathing and create a peaceful environment. Additionally, this shade is often used in corporate and medical settings to establish trust and stability.

Blue (B)

What’s the first brand that comes to mind when you think of blue logos? For many, it’s Samsung. Blue exudes trust, intelligence, and professionalism, making it a top choice for banks, insurance companies, and corporate brands. It also enhances concentration, making it a great color for workspaces and study environments.

Purple-Blue (PB)

A deeper shade of blue, purple-blue feels sophisticated and refined. It is neither overwhelming nor dull, striking a perfect balance between professionalism and elegance. This is why business and luxury brands often favor it in their branding and interior designs.

Purple (P)

Purple is often associated with creativity, mystery, and spirituality. Historically, it was a color reserved for royalty and the elite, symbolizing luxury and exclusivity. Today, it remains a popular choice for high-end brands, artistic industries, and meditation spaces due to its ability to inspire deep thought and introspection.

Red-Purple (RP)

A perfect blend of red’s passion and purple’s sophistication, red-purple is an intense yet elegant color. It represents romance, charisma, and individuality. Many beauty and fashion brands incorporate this color to create a sense of allure and uniqueness.

From the logos we see every day to the way we perceive the world around us, colors influence our emotions and behaviors in ways we don’t always realize. Colors aren’t just design elements, they’re powerful tools that define brand identity and communication.

Next time you look at a brand logo, take a moment to think about why those colors were chosen and what message they convey. If you had to represent yourself with a single color, which one would you choose? What color best reflects your values and personality? Would you go for a vibrant and energetic hue, or something more calm and collected? Let us know your thoughts in the comment section!

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CREDIT

Editor | Jeongyeon Kim