Colors can make a big impact on a room, on you when you get dressed in the morning, and how you perceive the people and things around you. When you see greens and blues, you likely feel calmer and more connected to nature. When you see yellow, you may feel a bit happier and sunnier. All of the colors of the rainbow have an impact on our moods and that is why it’s so important to carefully choose what colors that others are going to perceive you by.
Choosing the color scheme of your brand is going to send a message to your target audience about whether you want to be perceived as powerful, youthful, cheerful, creative, and otherwise. Colors portray an emotion to the world, whether it’s the bold red shirt you put on this morning, the color you chose to paint your office, or the colors used in your brand’s logo. Take a look at what professionals need to think about when they work with an artist to choose the colors that will represent their brand.
One of the most popular colors out there is blue, not only for being a favorite color for many, but also for being one of the three primary colors in the color wheel. About 1/3rd of companies use blue as a primary color before complimenting other colors with it. Blue is a smart color choice for brands because it represents loyalty, trust, and even security. That is why you’ll often see it associated with banks like Chase, PayPal, and Bank of America.
Since it represents these strong traits, along with representing dependability and strength, it’s a common choice for brands. You’ll see tech brands choosing it for the latter, wanting to show customers that their systems are dependable and strong. You’ll find it associated with HP, Dell, Bluehost, and Lowes.
Another earth tone you may want to consider in your color scheme is green, commonly associated with both the side of health, freshness, and serenity, as well as the side that displays creativity. Green is perfect for a grocery store that cares about nutrition and health, such as Whole Foods. Since it also represents prestige or affluence, financial firms and luxury retailers like this color, including Mint, Land Rover, and Fidelity.
While green represents affluence and health, it also can spark creativity and will be noticed by customers in such a way. Green is the perfect color for a company that wants to show their connection to the earth in serenity, their health and freshness in food, their luxury and affluence, or their innovative brand and creativity.
Red or orange
What about those hot colors of red and orange? Red is another primary color on the color wheel and it’s often used for brands that want to portray their competitive edge, their energy, or to make the viewer feel hungry. Red is known to induce hunger making it smart for brands like Coca-Cola and KFC.
Athletes love wearing red to show their competitive edge, and to invoke a sense of youthfulness, boldness, and as the ones who will win. You’ll also recognize red in brands like Netflix, Lego, and Target because they want to attract customers with their energy.
While orange is another hot color, it differs from red in being less competitive and energetic, with more of a focus on being playful, cheerful, and happy. It’s still a bold color, but the focus is on the cheerful vibe along with a sense of confidence. You’ll notice brands like Crush and Nickelodeon have implemented orange, while online retailer Amazon also uses it to instill confidence in customers that all of the details will be handled.
Yellow, purple, brown, black & white
Lastly, you have colors like the brown and purple, yellow, and black and white. Purple is known as a regal color to show sophistication and wisdom, used for brands like Yahoo!, Monster, and Welch’s. You’ve seen brown in coffee brands Seattle Coffee Box and Mr. Coffee to convey more of that earth-friendly, natural vibe. Brown is also used for UPS to convey reliability and durability.
Yellow comes in for brands that want to take notes from orange and add a sense of light-heartedness. It’s perfect for offering some sunshine, optimism, warmth, and even creativity. Unlike green, it wants to seem light-hearted in its creativity as seen by brands like National Geographic and IKEA. It’s also perfect for food brands to encourage hunger, like McDonalds or Denny’s.
Use black and white if you are trying to remain timeless and less complicated. Simple brands like Apple, Chanel, and the New York Times have chosen these colors to look classic and professional.
Keep in mind that yellow is the least favorite color worldwide, red can be seen as provocative, and blue is a favorite dominant color of both men and women. Since color increases brand recognition tremendously and 85% of people are influenced in their decision to purchase because of the color, it’s more important than ever to choose the right colors for your brand.
Your brand isn’t something you want to change often, so make sure you choose the right colors the first time around. If you don’t, you may have to go through an entire rebranding campaign. Use this guide to decide which colors fit with your brand best and what will send the right message to consumers.