Color Psychology and Your Brand: How to Use Color to Your Advantage

Have you ever thought about what color and design mean for your brand? Sure, one major piece of building your brand is designing a logo that represents the brand, but how important are the colors you use in your brand identity design?


Well, I believe color is essential for your brand! Let’s explore a bit of color

psychology and how that plays into creating a brand that attracts your ideal customers.


Color Meaning and Your Brand

Selecting colors for your brand is a mix of both art and science, blended to produce a color scheme capable of influencing decisions. 


You’re probably aware that different colors can evoke an emotional response. For example, red can exude passion and sensuality, or on the flip side, anger. Blue is seen as calm, like the sea and sky, and symbolizes loyalty and productivity.


If you’re designing a logo and deciding on your brand’s color palette, it’s

essential to pay attention to your ideal audience and what might cause them to respond to your brand favorably. Your target audience is the exact people for whom you are creating your business. The demographics and psychographics of this group reveal their specific needs that only your brand can satisfy. It would be best if you considered how to attract this group specifically through your brand style.


A few things to ask yourself when deciding on your brand’s colors:


● What do you want your brand to exude?

● What feelings does your brand induce?

● What colors would your audience respond to?

● Do the colors you’ve chosen speak to your audience?


Did you know? 

It takes 90 seconds or less for people to decide whether they like a brand or not. Can you believe that 90% of this decision to like or dislike something is based on color alone? So, the colors in your branding are critical.


Don’t let this scare you. You want the colors and design you choose for your brand to attract the target audience you define (more on that in a bit). And remember, your brand can change and grow as your business evolves. You’ve probably noticed some big brands (say, Apple) who have changed logos and branding over the years.


Creating a Color Palette for Your Brand

Creating a color palette can be confusing at first, but don’t fret; we can go over this one step at a time.


Understand your Audience

While you may want to instinctively pick your favorite colors for your logo and branding, it’s important to remember that your brand is built for your

audience. Of course, feel free to choose colors you love, because, well, it’s your company! However, be aware of your audience because you are creating images and designs to attract them. 


You want to define all aspects of your audience in detail. You can even create a target persona of the customers you want to reach. This persona is far more than age, gender, income, how many children they have, or where they live. I find these simple demographics to be less valuable than focusing on people you already know. Not some made-up fictional persona but a living, breathing person that you would consider your ideal client. Who are they? Maybe you’ve already worked with them. Could it be your best friend or neighbor? This real person is who you want to think about when not only designing your brand style and choosing brand colors, but this is the person you think about when writing content for your website, blog, or email communication. You’ll find that everything you do related to your brand building will be easier when you keep

this person in mind.


Do a Little Research on Color Meaning

You don’t have to be a pro here, I promise! Colors and their meaning are a bit intuitive, but this information is widely available to research color meaning before designing your brand style. If all you investigate is this blog, that’s okay too! The point is to understand the meaning behind colors because consumers purchase based on visual cues.


Color is descriptive and shows us a bit of your brand before we know what it is. For example, you can assume red is bold. If you notice, red is in many fast-food restaurant logos because they want to grab your attention. 


Green stimulates thoughts of growth, renewal, life, wellness, and abundance. Banks and grocery stores often use green in their logos.


Have you noticed that silver tends to be dignified, forward-thinking, luxurious, and prosperous? Silver logos are often used in branding for luxury vehicles, jewelry, and tech companies.


Be sure your color palette, your business, and your audience align harmoniously.


Begin Your Color Strategy

I find that opening Pinterest and creating a new board is the best place to begin your investigation into the colors that may be best for your brand. Search all pins for visuals that exemplify your brand. As your board fills out, you’ll begin to see specific colors repeated throughout the board. These colors that keep popping up are a perfect place to start with your brand’s color palette. You’ll want to narrow down your color choices to three, four, or even five colors. Select a primary signature color, a secondary color, and an accent color or two.


When choosing your primary signature color, be sure it embodies your brand and the audience you want to attract. The secondary color should be complementary to the first, and the accent colors are highlight colors. For a brand that stands out, choose both light and dark tones in your palette.


Don’t Forget to Get an Expert Opinion

Brand style design is not everyone’s forte. The creative angles of your brand are vitally important, though, so it’s good practice to consult a branding expert to make sure you’re right on track. 


Here’s where we come in. Get in touch if you’re going it alone; we’d be happy to spend a little time with you to discuss your brand, logo, and colors to help determine if you’re moving in the right direction. We’re here to help you get started in a way to move your business forward. We’ve seen too many passionate business owners ignore these foundational aspects of brand clarity and design and find themselves wondering why they’re not attracting clients or seem to attract the wrong clients. We’re interested in ensuring that every minute and dollar you spend getting started is well spent.