What Color is Your Brand?

Over the past few weeks, we’ve had several discussions with new clients about their branding, logos, and colors. One question we often ask ourselves is, “What color is your brand?” What feeling and meaning do you want your brand and logo to portray? Your brand’s color can do and say a lot about your business to your potential customers.

When you hear the phrases: What Can Brown Do for You? or The Golden Arches, what companies come to mind? You probably guessed it correctly, UPS and McDonalds have all built incredible brands through their branded color choices.

What do colors mean?

When deciding what colors to use to represent your brand, we recommend thinking about the psychological meaning of the colors and how it relates to your business and brand. What message do you want your brand to send?

  • Black: Black is serious, bold, powerful, reliable, and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy. On the contrary, it is also attributed to bad, fear, anger, grief, and sexuality.
  • Blue: The color blue represents confidence, reliability, authority, intelligence, trust, security and wisdom. Blue is strongly associated with the sky and sea and is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust
  • Green: Green represents optimism, rebirth, relaxation, fertility, freshness, growth, spring, serenity, environment, healing, and good luck. Green’s meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.
  • Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons. Orange can also be associated with force, encouragement, vitality, competition, potency, energy, success, and strength.
  • Purple: If you use purple in your brand, your customers usually relates it to wealth, dignity, competition, magic, luxury, spirituality, and mysticism. Purple is also a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality, and royalty. Lavender evokes nostalgia and sentimentality.
  • Pink: Pink’s message varies by intensity. Hot pinks convey energy, youthfulness, fun, and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.
  • Red: The color red invokes determination, desire, energy, love, power, courage, passion and potency. Red also can mean aggressive, energetic, provocative, and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one.
  • Yellow: Think of the sun! Yellow represents optimism, creativity, caution, intellect, light, warmth, energy, and joy. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.
  • White: White connotes simplicity, cleanliness, and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.

So, what color is your brand?? Leave a comment below and tell us.


  photo credit: Peter Talke Photography via photopin cc