White contains an equal balance of all the colors of the spectrum, representing both the positive and negative aspects of all colors. Its basic feature is equality, implying fairness and impartiality, neutrality and independence. It is interesting to note that babies come into the world with a perfect balance of white, ready to imprint their lives with all the colors of the spectrum from all their life experiences.

Red is an intense color. It can summon conflicting emotions from blood and warfare to love and passion. It is often used in logo design to grip the viewer’s attention and has been known to raise one’s blood pressure or make people hungry.

Orange is made up of red and yellow and can represent attributes from each of those colors. Orange is less intense than red but still packs a lot of punch. It is more playful and youthful than red. You can commonly find it used in logos to create a playfulness or stimulate emotions and even appetites.

Yellow, much like red, can have conflicting messages. It can represent sunshine and happiness or caution and cowardice. Yellow is bright and highly visible which is why it can often be found on caution and other road signs. Yellow is often used in logo design to get attention, create happiness and warmth.

Green represents life and renewal. It is a restful and soothing color but can also represent jealousy and inexperience. You can often find it used in companies that want to portray themselves as eco-friendly.

Blue is calming and can stir up images of authority, success and security. Most people can say they like at least one shade of blue. It is probably the most popular color in logo design and can be seen extensively in government, medical and fortune 500 company logos.

Purple implies royalty, mystery, spirituality and sophistication. Because purple is the combination of red and blue, it has both warm and cool properties. The color purple can be found in many education related and luxury product logos.

Pink is a feminine color that conjures feelings of innocence and delicateness. It’s a softer version of red that can stir up visions of little girls, bubble-gum and cotton candy. It is often used in logos to add a feminine flare.

Brown indicates nature, woodiness, and utility. Brown is used in logos related to construction and legal logos due to it simplicity, warmth and neutrality. “What can Brown do for you?” is the tagline for UPS which might be one of the most recognized brown logos.

Grey, is somewhere between black and white. From a moral standpoint, it is the area between good and evil. It is also known as neutral and cool. Grey is often used for the type within logos because it is neutral and works well with most other colors.

Black is technically, the absence of all color. It’s a powerful and conjures authority, boldness, elegance and tradition. Black can be found in many logos for its boldness, simplicity and sophistication.