If you’re using a Black logo for your brand, you need to understand the traits, qualities and mood that it evokes, along with it’s psychological meaning.
Psychologically Black means authority, power and control. In many situations it can be intimidating, unfriendly and unapproachable. Alternatively, in contrast, it can be seen as sophisticated, dignified and serious.
Black is associated with power, elegance, formality, death, evil, and mystery.
Black is a mysterious colour associated with fear and the unknown (black holes). It often has negative connotations (blacklist, black humour, black death). Black denotes strength and authority; it is considered to be a very formal, elegant and prestigious colour (black tie, black Mercedes). In most countries and cultures, black is the symbol of grief.
Black gives the feeling of perspective and depth, however a black background diminishes readability – particularly on screen – so body text should never appear white or in colour on a black background. A black suit or dress can make you look thinner. When designing for a gallery of art or photography, you can use a black or grey background to make the other colours stand out. Black contrasts well with bright colours. It is often used as a neutral colour to compliment a brand’s colour palette.
Generally, Black is favoured by the youth market aged approximately 16 to 25, who are still trying to find their own sense of identity and place in this world. Those who are achievement oriented and ambitious also favour black. Black is often used by high-end, luxury brands as it has an elegant, formal feel.
What does your black logo say about your business?
Positive Color Meanings:
- authority, power, control
- strong, contained, formal
- seductive, mysterious
Negative Color Meanings:
- depressing and pessimistic
- secretive and withholding
- conservative and serious
- power and control
- sadness and negativity