When you ask a kid what their favorite color is, most of the time they will say blue. That is because blue has a calming effect that promotes tranquility and peacefulness. It is a friendly, approachable color that slows our metabolisms and relaxes us. Just picture a day at the beach, the blue water lapping at the shore, a clear blue sky above. You can’t help but feel relaxed, calm, and peaceful. Blue is undoubtedly the most pleasant color in the spectrum so it’s no surprise people like it so much!

When looking at logos, it is hard not to notice a definite trend: nearly all technology companies, social networking sites, car companies, and vodka brands have blue logos. That is because blue suggests cleanliness, trust, loyalty, organization, and intelligence, making it a versatile option for almost any company.

Blue is also the widely accepted color of masculinity, and darker shades of blue suggest expertise and stability, which is undoubtedly why so many corporations opt for blue identities. If you’re looking to gain your customer’s trust you’re not going to make your logo red, the color of passion, fire, and danger, warning, and vengeance. Your safest choice is good old reliable, stable, trustworthy, soothing blue.

Blue does have a dark side though. It can often be associated with sadness and depression, so take heed when using it in your designs and choose bright shades of blue. Unless of course, you’re designing ads for Prozac.