Colour is the first noticeable thing about a brand logo. It enables the audience to instantly recognize and build emotional connection to a brand. Most times, it draws their attention and influences them in making positive purchase decisions.

For instance, warm colours such as red, yellow and orange instantly stir up feelings of hunger, energy or excitement. Most fast food joints or restaurants integrate these colours to attract customers to their products, stir up quick hunger and create fun during consumption. Cool colours such as green, blue and purple depict health, honesty and royalty respectively.

It is therefore essential to understand the psychological effects colours might have on your target audience and how a slight difference in contrast or tone can affect your brand perception.