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The Use of Color in Branding

The basis of color psychology relies in different factors such as; personal preferences, culture, and beliefs. Studies have shown that using color psychology can evoke emotions and judgement. Some colors are said to evoke creativity, trust, calmness or excitement. Color patterns are used to make brands more recognizable.


In consequence, when consumers recognize the brand, they tend to like it more and they build a relationship with the brand. Choosing the right colors means your audience will instantly know who you are, what you do and what you’re about. Just like the right colors can make consumers choose you, the wrong colors can drive them away.


Over the years, color psychology has been a favorite topic in many studies. And while the emotional effect of colors differs from one person to another based on personal experience, cultural background, gender, etc. there are some recommendations you can explore in the development of your brand. We highly recommend to test the colors you want to use in your branding. Color psychology works best on a homogeneous audience.


If you have a diverse audience, you might need to test different color schemes on different groups. Try making groups depending on gender, location, age and cultural background.


A good idea might be to think of your brand’s personality in terms of gender, tone, age, and value. There are some questions you can ask yourself when developing your branding strategy.

  1. Is my brand masculine or feminine?

  2. Is my brand serious or playful?

  3. Is my brand mature or youthful?

  4. Is my brand affordable or luxurious?

The answers to these questions will give you a better idea of your brand’s personality and will help you pick the right colors. Your industry can also give you a good idea of what colors you should use. Some industries lean toward certain colors. For example, technology companies often choose blue, agriculture chooses green, fast food chains usually go with red.

Here we explain what colors can do to help your brand identity:

  • Red: Passion and excitement. Include red if you want your brand to be perceived as loud, youthful, and exciting.

  • Orange: Friendly and high-energy. It works great if you want to appear confident and playful.

  • Yellow: Happiness, warmth and optimism. This color is a good choice if you want to be perceived as fun, accessible and affordable.

  • Green: Peaceful, growth and health. Green is an incredibly versatile color and it can be used for just about any brand.

  • Blue: Trust, dependable and strength. Blue can help your brand to appear more stable and trustworthy. It’s recommended to use blue if you’re looking to appeal to a wide audience.

  • Purple: Creative, imaginative and wise. Purple is the color of creativity, so if you’re going for a creative feel in your branding, this a good choice.

  • Black: Classy, modern and bold. If you want to be viewed as modern or sophisticated, there’s nothing as classic and effective as black.

Your brand identity defines how consumers perceive your brand. Color is an important component to that perception. By understanding the psychology of color, you can make a selection based on what emotions you want to evoke in consumers. Choosing the right colors that represent your brand personality is crucial to building an authentic brand.


Which color is right for your brand? Let us create a branding package for you!

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