If you’re an entrepreneur or business owner navigating the expansive world of branding and marketing, you will want to keep reading.

In this article, we explore the magic of color and how color can be the silent ambassador of your brand. We also get into the psychology behind color and how to choose the right palette for your brand.

Let’s jump in!

What is Color Psychology?

Color Psychology Definition: The study of how colors influence our perceptions, emotions, and actions. Think about the last time you felt calm staring at a serene blue sea or got energized by a bright yellow sunflower – that is color psychology at work!

Different colors evoke different feelings, memories, and reactions in people.

For example:

Blue often represents trust, reliability, and calm.
Red can signify passion, excitement, and energy.
Green typically alludes to growth, nature, and relaxation.

By understanding these associations, businesses can use color to shape how customers perceive their brands and products.

Why is Color Important in Branding?

Not to beat the dead horse, but branding isn’t just about having a pretty logo or a catchy tagline – it’s about creating a memorable impression.

Color is an integral part of that impression.

Here’s why:

First Impressions Matter: A study found that consumers make a subconscious judgment about a product within 90 seconds of viewing it, and 62% - 90% of that assessment is based on color alone.

Stand Out in the Crowd: In a bustling marketplace, the right color can make your brand more recognizable. Think of Tiffany’s iconic blue or Starbucks’ distinctive green.

Convey the Right Message: Your brand colors can instantly tell a story. A luxury brand might use muted, sophisticated shades, while a children’s brand could opt for vibrant, lively hues.

How to Choose a Color Palette for Your Brand.

Choosing your brand color palette is like picking an outfit for an important event – you want it to reflect your personality, suit the occasion, and be strikingly memorable.

Here are some steps to guide you:

Understand Your Brand Personality: Are you elegant? Fun? Reliable? Your colors should be an extension of these traits.
Research Your Audience: A six-figure entrepreneur might be drawn to sophisticated and powerful palettes, while a younger demographic might lean towards more playful hues.
Research Your Competitors: You don’t want to accidentally blend in with all your competitors. You want to stand out. Put your logo on a sheet with your competitors’ logos. Does it stand out? Blend in? Is your color palette different enough from theirs?
Test and Get Feedback: Like any brand element, get feedback on your color choices. Sometimes, perceptions can surprise you!
Consider Cultural Differences: Colors have varying meanings across cultures. Ensure your choice resonates positively with your target audience.

What Do Your Colors Say About You?

Your color choices offer a glimpse into the heart and ethos of your brand. Let’s decode some of the messages behind these hues.

Blues: Emanating an aura of dependability, confidence, and trustworthiness, blue is the go-to for businesses that prize reliability. Think finance, health, or tech sectors.

It’s no coincidence that many corporate giants like IBM have blue logos, and just about everyone recognizes Tiffany’s blue box.

Reds: Bold and hard to ignore, red speaks volumes about your brand’s energy, passion, and dynamism. It’s an attention-grabber and resonates well with brands in fashion, food, or the entertainment sector.

Think of the irresistible allure of Cartier’s red box or the youthful Coca-Cola.

Greens: Synonymous with growth, nature, and tranquillity, green is the color of balance. Wellness brands, eco-friendly initiatives, or agricultural ventures find a harmonious match in this shade.

Think of the nurturing vibe of Whole Foods, Seventh Generation, and the vivid Spotify logo.

Yellows & Oranges: Bursting with warmth, creativity, and a zest for life, these colors are instant mood-lifters. Ideal for creative agencies, children-centric brands, or any venture that wants to spread positivity.

Nickelodeon and Fanta come to mind.

Purples: Exuding luxury, dignity, and mystery, purple resonates with brands that want to be seen as unique and elite. It’s a favorite among luxury brands, beauty products, or those in the wellness and spirituality space.

Think of the elegance of Cadbury or the allure of Tarte Cosmetics.

Browns & Beiges: Grounded, sturdy, and reliable – browns and beiges evoke feelings of stability and timelessness. They’re excellent choices for artisanal brands, crafts, or any business rooted in tradition.

Good examples are several leather goods brands or Peets Coffee.

Blacks & Grays: Sleek, modern, and sophisticated. Black and gray communicate professionalism, elegance, and a touch of luxury. High-end fashion labels, tech companies, or premium services often employ these shades for a minimalist, chic look.

Apple and Bentley’s iconic logos are perfect examples.

Whites & Pastels: Representing purity, simplicity, and clarity, whites and soft pastels are chosen by brands aiming for a clean, fresh, and modern image. They’re popular with skincare brands, minimalist lifestyle products, and tech start-ups wanting to communicate clarity and innovation.

Think of the skincare brands ILIA and Kinfield.

It’s important to note that you can dive MUCH further into brand color psychology and the meaning behind the colors you choose. If you want to do a deep dive, I recommend visiting colorpsychology.org.

Resources for Choosing Your Brand Colors

There are many free resources available to use when figuring out how to choose brand colors. Here are a few of my favorites.

Coolers.co is an online palette generator that has a free and premium paid version. You can upload an inspirational photo, browse trending color palettes, see gradients between colors, save your favorites, and much more.

Canva’s palette generator helps you define the brand colors you like and ensure they work well together. The generator also provides the color codes you’ll need in your designs.

CoolHue is an online tool offering a petite yet stunning assortment of gradient inspirations you can view, download, or integrate into your CSS. You have the option to download the entire collection as a Sketch or Photoshop file, save individual gradients as PNGs, copy the CSS code, or simply peruse the collection for creative ideas.

Think about how different photos inspire your mood. Why is that?

Part of that is the scene, cropping, and subject matter — but it also has to do with the colors.

These two images convey very different feelings. Even though the colors are similar, the photo on the left has more muted tones, which gives it a serene quality. The photo on the right has brighter tones, giving it more energy. This is a good example of how colors and emotions work together.

Brand Color Discovery Exercise

Here is a simple exercise that I do with my Brand Accelerator Members that will help you get started with choosing your brand colors.

Make a list of adjectives you want your customers to use to describe you.
Then, find photos online that give you one or many of those feelings. Pinterest and Unsplash can be good starting points to find inspiration. (Feel free to visit my Pinterest color board for inspiration.)
Extract colors from the photos to start building your color palette.

I am a huge fan of grabbing colors from the natural world. Mother Nature puts some pretty amazing scenes together.

For example, here are two palettes created from the same photo:

The lesson: There’s no one-size-fits-all. The best palettes are often those that mix and match to bring out a brand’s unique essence.

Colors are more than just eye candy; they’re a powerful tool that helps tell your brand’s story and connect with your audience. Understanding the nuances of color can pave the way for branding success.

Embrace the spectrum, harness its potential, and watch as your brand shines brighter than ever!

Until next time, keep coloring outside the lines and let your brand’s true colors shine through! 🌈

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