Colors and Your Brand

Most business owners aren’t color specialists. So it might be a surprise to some that the colors you use in your branding materials can have a real impact on your business success. Why? Because colors often convey emotional qualities that impact how consumers respond to a brand. Don’t believe us? Keep reading!


 Black can be a tricky color in advertising and marketing. On the one hand, black symbolizes power, authority, mystery and elegance. But black can also suggest evil, mourning or even death. When using black, be sure your message is unambiguous or you may convey the wrong impression. 


White is associated with purity, cleanliness and innocence. For this reason, white is often a good color in health-related campaigns. White can also read as spacious, so it may be a good color for home sales or home improvement services. But white can also suggest a sterile, cold or even unfriendly environment. Choose wisely. 


Although red is sometimes interpreted as an “angry” color, it can also convey passion, strength, love, power and determination. That’s why red is frequently used during sales promotions and new product releases, where it can create a sense of urgency. But in financial circles, red is bad news and should be avoided.  


Orange is another color that gives off an energy “vibe” and some color experts also say orange stimulates appetite. Like red, orange is often associated with excitement, creativity and success and can be a good color for any brand looking to convey warmth and excitement. 


Is there a color that gives off more energy than yellow? Yellow is also associated with happiness and joy. But too much yellow can generate feelings of anxiety, especially if read against a white background. Use yellow sparingly for best effect. 


Green is typically associated with “natural” products and can effectively communicate growth, health, harmony, safety and calm. Many products that are marketed as “healthy” or “organic” use green to communicate these qualities. 


Although some people see blue as a “sad” color, blue also suggests stability, depth, trust and confidence and is the most popular brand color choice on the spectrum. This is definitely a good color choice for financial services companies, law firms, medical practices and other professional service companies. 


From the middle ages, purple has been associated with wealth, power and luxury. High-end car and clothing brands often use purple in their advertising. Purple can also suggest calmness.

Every person responds to colors differently, so these guidelines are only suggestions. Before choosing a color (or colors) for your brand, it’s important to take the full range of brand attributes into account. Need some help with that? Give us a call.


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