Most business owners choose favorite colors for logos, study finds

If you’re asking how to choose a logo for my business, don’t discount the importance of color psychology. Unfortunately, research from global creative platform 99designs found that most entrepreneurs are missing this critical component from their logos. A recent poll found that 65% used personal taste and preference to choose colors for their logos. Additionally, nearly half (49%) of respondents did no research on what the right colors can do for their brands.

But if you want to choose the right colors for your brand, 99designs can help. The company announced today that it has launched an interactive logo discovery tool to help you find the right color for your brand personality. It’s part of a study that includes academic insight on the psychology of color and analyzes over 14,000 logos.

How to choose a logo for my business

The 99Designs study digs deep into retail, real estate, technology, finance and accounting, legal, marketing and communications, healthcare and agriculture. What the analysis found as it relates to how to choose a logo for my business and choosing a color for your logo includes:

  • Technology: Blue accounts for around 60% of tech logos both on 99designs and within wider industry leaders. Consumers associate blue with knowledge, security and trust. It makes sense that companies breaking new ground and shaking up consumer behaviors want to reflect these traits in their branding.
  • Retail: Overall, attention-grabbing red is the most prevalent color in retail. Characteristically, red is a loud, playful, youthful and modern hue. The color makes particular sense in the context of a storefront enticing customers in the door.
  • Legal: Logos for law firms tend to be simple and minimalist. Among industry leaders, there is a trend to have one dominant color and either a neutral secondary color or no secondary color at all. Shades of blue lead the color pack. However, black and red are also popular choices, as are neutral colors—black, white and gray.
  • Marketing/Communications: Blue also dominates in marketing and PR. It appears as the dominant hue in nearly half (43%) of logos in this sector created on 99designs. Lighter shades of blue signify friendliness and trust, and darker blues evoke professionalism and security. These shades reflect the important role these companies play in shaping a client’s public image.
  • Agriculture: Green dominates both the agriculture logos of industry leaders (60%) as well as 99designs customers in the sector (64%). The top pairing colors are black, white and blue.

“Research clearly shows consumers are heavily influenced by color, and yet many entrepreneurs do little to no research when choosing theirs,” said Pamela Webber, COO of 99designs, in a prepared statement. “While color psychology is an inexact science, we are committed to bringing research, resources and now an interactive tool to help small businesses think about what color best fits their brand personality.”

For more details and tips on choosing logo colors in specific industries, visit

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