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, snesuous=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
| |
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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