Gray in Marketing – Color Psychology
Sitting somewhere along the color spectrum between black and white are the many different shades of gray! While on one hand it “is conservative, boring, drab and depressing”, on the other hand, it can also be seen as “elegant and formal” as well. It is often used in logos because it goes well with many other colors, but it is not as bold as black or white is.
In terms of color psychology, it “can drain you of energy [or] be depressing or uplifting, depending on how much lightness and white is in the gray. Dark gray is more depressing than light gray”. It also “has a steadying effect on other colors with which it comes into contact, toning down the stronger and brighter colors and illuminating the softer colors”. Additionally, too much of the color “creates sadness and depression and a tendency to loneliness and isolation”. Many people are indifferent to the color because it is “cool, neutral, and balanced”, regardless of the shade. It evokes a sense of “calmness and tranquility” because of its “simple and clean look”. Since “people with a highbrow taste have a fascination for this elegant color”, it also is seen as a color of class and maturity.
While gray is not always the primary color in logos, it is seen throughout many logos as a supporting color that enhances the main colors and brings together the look and feel of a brand.
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If you’d like to read more about color psychology, read our blogs about the color green, red, blue, yellow, purple, orange, black and white, pink, brown, multicolored, and March Madness by team colors. Look for more color psychology blogs coming soon.
Sources: http://inkbotdesign.com/logo-design-psychology/, http://www.empower-yourself-with-color-psychology.com/color-gray.html, https://www.surveycrest.com/blog/6-revealing-facts-about-color-psychology/, http://www.empower-yourself-with-color-psychology.com/gray-in-business.html