Choosing Colors for Your Brand

17 Sep Choosing Colors for Your Brand


Many studies have shown that color can affect our emotions and the way we perceive things.Whether you’ve put much thought into it or not, color is an essential part of your business, and sends messages to your clients all the time. The colors you use for your brand logo, to decorate your space, for your promotional items, and even on your business cards constantly send subconscious messages to your customers about your company. Choosing colors that represent your company’s goals and personality will help to further solidify your brand into the minds of those who see it.

Let’s take a look at the basic colors and what they may be saying to your customers:


  • Neutrals: Neutral colors like browns, whites, grays, and blacks can be used on their own or in conjunction with any other color scheme. When used on their own, neutrals offer a classic, trustworthy feel that can range from clean to powerful, depending on the level of intensity. When used with other colors, neutrals can make the other colors “pop” to add impact.


  • Green: Colors in this range represent all things natural, including growth, food, peace, and health. Green also represents security and money, making it a great choice for anyone dealing with finances.


  • Blue: Another popular color for financial institutions, blue represents stability and tradition. Blue is tied to the sky and the water, invoking consistency and dependability. Calmer colors of blue are very restful and peaceful, and can help people calm down and focus.


  • Purple: Purple is a complex color that doesn’t work in just any scheme. It is a mix of the powerful red and the calming blue, making it somewhat mysterious and unpredictable. It is often associated with spirituality and femininity.


  • Red: The color of power is a big eye catcher and really stands out in the crowd. Red is often thought of as sexy, provocative and alluring, because of its ability to cause an actual chemical reaction in our brains when we look at it. It is also the color used universally to make us stop and take notice.


  • Yellow: Yellow has been scientifically proven to be the easiest color for the eye to see, and the first color for the eye to notice. It is associated with warmth and happiness. Bright colors of yellow can be energetic and cheerful, while a duller yellow can be calming and reassuring.


  • Orange: This intense color is the hottest color available, and is preferred by children and teens in color studies. It manages to be both dramatic and playful at the same time, being comprised of red and yellow.

Using a color scheme for your business that falls into one or two of the general categories above can help to enhance the messages you’re trying to send about your business. You don’t have to be stringent about your color scheme, as each color comes in a wide range from bright to dull, and from cool to warm. You can easily choose a color scheme that suits your business goals and then use your creativity within that spectrum to create a brand that is clear and recognizable.

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