Like the logo itself, the color in the logo will tell a story. Colors can influence how we feel about a certain product, even on a completely subconscious level. If you are designing your logo or when your design professional asks for color input, consider the colors carefully. You may love bright green, but it could tell a color story of jealousy. Reds and oranges are usually colors of dynamic leadership and power. Blues can be calming and reliable, and purples can be seen as mysterious, luxurious, or mystic.
However, the psychology of colors varies from region to region. Many cultures wear white at funerals, while others wear black. Thus, if your brand is international, creating iterations for different regions may be appropriate. It is also important to consider how colors pair with each other and to limit your use of color to two or three at the most. This will reduce visual confusion and maximize impact. In addition, a logo with two to three colors will render better should a publication or manufacturing process require it to be reproduced in greyscale.
