What Color Should Your Brand Be?

Choosing the right colors for your brand affects consumer behavior. Just think about the brands you see regularly. Let’s say, Facebook. Can you name the color of the Facebook brand? Blue. How about YouTube? Red. So basically, if you close your eyes right now and think of famous brands, chances are you’ll be able to conjure up their colors right away. 

Importance of Color in Brand Identity

Without color, every brand would look the same. The colors of your brand are a reflection of your brand identity and are the most important element in creating a visual identity with an impact. All colors used in your branding efforts should therefore align with your values and the messaging that you wish to communicate.

How Do I Find My Brand Color?

You know that branding represents identity and values, so the next step is examining the effects of choosing the right colors for your business branding by understanding the basics of color theory.

Why is Understanding Color Theory So Important?

Understanding the basics color theory will:

  • Helps you select colors people remember and ideal for your target audience.
  • Color is often thought to have an impact on moods and emotions. Sometimes these reactions are related to the intensity of a color, while in other cases they are the product of experience and cultural influences.
  • Purchasing intent is greatly affected by colors due to their effect on how a brand is perceived; colors influence how customers view the “personality” of the brand in question.
  • Some of the effects of color psychology are even baked into the way we talk about colors. Knowing what is said about colors may help you predict what people will think of your products or messaging when presented in certain colors. 
  • You can easily use Color for Customer Conversion.

When it comes to persuasion, emotion is the primary target. That’s why it’s important to understand the psychological effects colors might have on an average person  as well as the fundamentals of color theory  and the meaning of colors.

There are, however, colors that on the whole work better than others for different industries and demographics.

By strongly defining your target market/demographic and even customer personas, you can then find out which colors align with your high-value segments and leverage this. 

Six Colors and the Emotions They Evoke

Color invokes emotions, whether we are cognizant of these emotions or not.


White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. 


Red excites the emotions and motivates us to take action. It signifies a pioneering spirit and leadership qualities, promoting ambition and determination. It is also strong-willed and can give confidence to those who are shy or lacking in will power.


Blue calls to mind feelings of calmness or serenity. It is often described as peaceful, tranquil, secure, and orderly. Blue is often seen as a sign of stability and reliability. Businesses that want to project an image of security often utilize blue in their advertising and marketing efforts.


Yellow is the color of the mind and the intellect. It is optimistic and cheerful. However, it can also suggest impatience, criticism, and cowardice.


Green is often associated with health, nature, peace, and even money. You’ll find this hue in hospitals, spas, yoga studios, and other places promoting healthy living or relaxation. It also symbolizes nature, so eco-friendly companies often use the color in their brand.


Purple is a royal color. It’s connected to power, nobility, luxury, wisdom, and spirituality. Just avoid using the color too much as it can cause feelings of frustration. 

Wrap Up

A color system is one of the most important aspects of branding, and one that can never be planned too carefully.  There is no magic formula for finding the perfect color scheme.  You just need to do the research and have an understanding of color psychology and how it would affect what your target audience might like or perceive your brand.

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