Color Theory

Visit these color charts for color names and hex codes. These charts will let you see how the colors will look either on a white background or a dark background.

When choosing colors and shapes for logos, several things should be kept in mind, below are 2 charts that help you associate the right color and shape for your target audience.

Colors

Consumer	Visibility	Retention	Preference	Association
BLUE Male	low	low	high	reliable, intelligent, secure
BLUE Female	low	low	low	depressing, business-like, leadership
PINK Male	low	low	low	calm, relaxing, feminine
PINK Female	low	low	low	therapeutic, feminine
BLACK Both	low	low	high	rich=male, sensuous=female
White Both	low	low	low	pure, clean
RED Both	high	high	high	danger, bargain, excitement=male warm, intimate=female
YELLOW Both	high	high	low	sun, outdoors
BROWN Both	low	low	high	rich, earthy
GREEN Both	low	low	low	money, leisure
ORANGE Both	high	high	low	healthful, warm
GREY Both	low	low	high	security

Shapes

Consumer	Visibility	Retention	Preference	Association
circle male	high	high	low	feminine, soft, weak
circle female	high	high	high	tender, loving, warm
square male	low	low	high	solid, predictable, sure
square female	low	low	low	brittle, hard, abrasive
triangle male	high	high	low	mysterious, exciting, powerful
triangle female	high	high	low	forceful, threatening, danger, feminine
oval both	high	high	high	deapseated associations of secure pleasurable experiences

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