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The Right Brand Color for your business

A RED can of cola; the BLACK apple, YELLOW arches. You know the brands we’re talking about. For each, the predominate element of identification and association was the brand color.


Because, brand colour enables us to instantly recognize and draw emotional associations.

It is the very first perception customers will have with your brand, and along with perception comes a whole host of emotional associations.

The Role of Colour in Branding

The brand colour you choose can help your business establish trust and familiarity by eliciting the right emotions. Most of the popular brands in the world have a strong association with their logos as their colours tend to reflect their branding, even when they don’t involve any text on them.


This happens because of the power of colours and their ability to increase the brand recognition with the desired reactions that they might provoke. Colours trigger a diverse set of responses within the cerebral cortex of your brain.

The brand colour you choose defines the value proposition and represents your offering to the customers.

The importance of brand colour in brand strategy and brand recognition:

Every colour elicits a different trigger. Like said, it’s the first impression a customer makes of your branding. The right brand colour palette can increase recognition of your brand and in turn increase interaction and sales

The basic is that colours can be divided into two main categories: warm and cool.

Warm tend to be associated with energy, while cool colours are linked with calmness and security.

Lets breakdown some common brand color psychology:

Red: Aggressive, energetic, provocative, attention-grabbing, passionate

While it is provocative, it certainly evokes a passionate response and is generally associated with energy and excitement.


While it is a sophisticated colour, it is also mysterious. Primarily used in high end brand color palettes, they defines royalty and elegance.


The most popular, blue is known to put people at ease. It is associated with trust and security while also reflecting confidence.


This earthy colour reflects simplicity and is usually associated to reflect stability and strength. A comforting colour, you do need to be careful while using it as it can come across as too basic.

It’s always good to understand the psychology and tonality of your brand when creating a colour identity. The colour you choose can either build the brand’s aesthetics and work in your favour or completely destroy the essence.

 Things to keep in mind when choosing brand colours:

  1. Emotions: It’s important to understand the audience you are catering as different colours mean different things to people. If the emotion you wish to evoke is high energy then choose bright colours, if your brand is more serious and mature audience oriented then more muted colors work best.
  2. White Space: Never underestimate white space! You don’t want the colours to overwhelm your customers. White space enables viewers breathe.
  3. Complementary colours: If using multiple colours you need to make sure they make aesthetic sense.

Using specific brand colours will not always assist you in achieving success with your brand strategy, as there are certainly strong parallels between brand colour palette and brand perception across different product sectors. You need an expert to break this down for you and derive what brand colour is best for you.

Get in touch today at for expert advice on the same.

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