Something that doesn’t get talked about enough is just how much color influences branding and consumer behavior. The colors you choose for your brand aren’t just about aesthetics—they shape how people perceive your business, impact emotions and even drive purchasing decisions. In fact, research shows that color can increase brand recognition by up to 80%, making it a critical factor in brand identity.
When you think about how you want your brand to be perceived, the colors you choose matter more than you might realize. The right color can create trust, spark excitement or communicate luxury, while the wrong choice might send the opposite message.
Each color carries its own psychological associations, which is why businesses in different industries tend to gravitate toward certain colors and even shades of colors. Here’s a quick breakdown of what some of the most commonly used branding colors represent:
Red – Energy, passion and urgency. It’s often used by fast food chains and in sales promotions to grab attention and create excitement. (Examples: McDonald's, Wendy’s, Target)
Blue – Trust, stability and professionalism. You’ll frequently see this color in banking, tech and corporate branding. (Examples: Chase, Samsung, Facebook)
Yellow – Optimism, warmth and creativity. It’s great for brands that want to feel friendly and approachable. (Examples: McDonald's, Post-It, Snapchat)
Green – Health, nature and growth. Ideal for eco-friendly brands, wellness companies and anything nature-related. (Examples: Whole Foods, John Deere, Starbucks)
Black – Luxury, sophistication and exclusivity. High-end brands love black for its sleek and premium feel. (Examples: Gucci and Chanel)
Orange – Enthusiasm, playfulness and affordability. Often used in retail and e-commerce to encourage action. (Examples: Amazon, Fanta, Home Depot)
Purple – Royalty, creativity and wisdom. Frequently seen in beauty, luxury and innovative brands. (Examples: Cadbury and Aussie Hair Care)
Now that you know what different colors represent, how do you actually choose the right ones for your brand? It starts with understanding your brand’s personality, your target audience and the message you want to convey.
1. Identify Your Brand’s Core Values
Your primary brand color should align with your company’s core identity. What’s the most important value you want your brand to communicate? If trust and professionalism are key, blue might be the best fit. If you want to come across as fun and energetic, orange or yellow could be the way to go.
2. Create a Balanced Color Palette
Once you’ve chosen your primary color, select secondary colors that complement it. These should reinforce your brand’s message without overwhelming it. For example, a company that prioritizes professionalism (blue) but also wants to emphasize creativity might incorporate yellow or purple as secondary colors.
3. Consider Your Audience
Different demographics respond to colors in unique ways. Younger audiences are often drawn to bold, playful colors while older or more professional audiences might prefer classic, muted tones. Cultural factors also play a role—some colors have different meanings across regions, so it’s essential to test your branding with your target audience before finalizing your choices.
4. Think Long-Term
Trendy colors might seem appealing now, but will they stand the test of time? A brand’s colors should be timeless and adaptable. Frequent rebranding can confuse customers and reduce brand recognition, so aim for a color scheme that will stay relevant for years to come.
Need help choosing the perfect color palette for your brand? Let’s talk!