A Guide to Choosing Colors to Represent Your Brand

Thursday - January 9th, 2014

Written by: Tristan Pelligrino

A Guide to Choosing Colors to Represent Your Brand

When it comes to your brand identity, one of the most important choices to make is what colors you will use to represent your brand. Each individual color projects a very different message, from sophistication and timelessness to exuberance and creativity. With this guide, you will be able to choose colors that accurately represent your brand and draw in your target audience.

Some Color Statistics
Research shows that the colors your brand chooses have a big impact. Between 60% and 80% of a consumer’s decision to make a purchase is influenced by the color of the product. Furthermore, color is the first aspect of your logo that customers notice, and consumers definitely take note of whether or not the logo and the color work well together. When it comes to brand color use, 95% of brands use just 1-2 colors. Most brands (33%) use blue, while 29% use red, 28% use black or grayscale, and 13% use gold or yellow.

The Meaning Behind Different Colors

  • Red: Red is associated with passion. It is aggressive, energetic, and grabs your attention. Red is often used for the food, technology, automotive, and agricultural industries.
  • Orange: Orange is a bright color that evokes excitement and a sense of vitality. It is considered playful, fun, and exuberant. Industries that do well with orange include technology and healthcare.
  • Yellow: Yellow is another energetic color that is associated with hope, optimism, creativity, light, and motivation. Yellow is popular in the energy, food, and household industries.
  • Green: Green is associated with freshness, calmness, and good health. While light green evokes serenity, darker greens evoke wealth and prestige. Green is frequently used by businesses in the technology, household, energy, food, and finance industries.
  • Blue: The most popular color by far amongst brands, blue tells customers that your brand is trustworthy, secure, responsible, and dependable. Blue is widely used by the energy, finance, technology, health, agricultural, and airline industries.
  • Purple: Purple evokes both sophistication and mystery. It is often associated with royalty as well as spirituality and nostalgia. Industries that utilize purple include finance, health, and technology.
  • White: White is popular in the health and clothing industries as well as businesses related to children because it is associated with purity and cleanliness. White is also a soft and noble color.
  • Black: Black is a classic color associated with timelessness, sophistication, value, and prestige. Many businesses offering expensive, luxury goods use black, including those in the clothing, technology, and automotive industries.

Rules for Color Choice
There are a few simple rules you can follow to further help you choose the colors that will represent your brand. First, use the 60-30-10 rule. This means that you should choose three colors to work with using a ratio of 60%, 30%, and 10%. Second, be sure to choose a color that is the opposite of your main competitors. This will help your brand stand out. Finally, remember to keep your audience in mind. Choose colors that you know will resonate with your target audience in terms of gender, age, interests, and other key factors.

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