Colour of logo and wordmark

When deciding on my app’s colour palette, I first considered the colour of the logo and wordmark (as I plan to use the colour of the logo/wordmark as my primary colour for accenting in the app)

I did some research on what colours are associated with giving and charity, and I found a really good article that gave me some ideas;

The 2022 Guide To Colour Psychology For Nonprofits | Boss Digital

Following advice given by this article and other knowledge gained from online research, I considered the colours;

• Yellow/orange ( happiness & optimism )
• Blue ( trustworthy/ nature - the colour of the ocean )
• Green ( associated with nature and the environment, forest and jungle, nurturing)

Some articles also suggested red and pink ( associated with the threat, grabbing attention, and inspiring action). However, in nature, red is also associated with danger; I decided that these colours would not be suitable for my charity app because the theme of animals has a huge connection with nature and the environment.

I experimented with a few different colour variants on Illustrator to get a feel for the colour;