How to Choose Your Brand Colors


Research shows that people subconsciously judge a product in less than a minute.

The assessment of whether the product is good enough for them is 85% of the time based on the product’s color.

Thus, the color of your logo significantly influences how your customers perceive your business.

Colors are traditionally associated with different meanings. Various groups of people prefer varying selections of colors. For example, blue is the most preferred color by men because it depicts common masculine traits like trust, intelligence, and liberty.

Women enjoy red or pink as colors exude love and warmth.

When choosing a brand color, make sure that it conveys what your company stands for. Also, it should appeal to your target market to make sales and retain clients. Here are tips on how to select a color for your brand:

1. Every Color Depicts a Different Trait

Over time, people have attached colors with particular emotions and characteristics.

You should choose a color for your brand based on the meaning or the idea it reflects. Top brands like Facebook and Twitter use color blue since its calming.

It also denotes dependability, loyalty, and wisdom.

  • Green is perceived as natural. It insinuates freshness, and that is why it is utilized by most eco-friendly products.
  • Black expresses luxury, sophistication, elegance, and authority. Black is a color picked by top companies. Black pairs well with other colors.

Well-established companies such as Adidas, Disney, and Louis Vuitton have designed their logos in black and white. Red, yellow, and orange are intense and warm colors. They show positivity, joy, and innovation.

With these color traits, you can easily pick a brand color based on your product’s ideals.

For somebody who has lived in Texas, one will be met with an overwhelming number of branding companies, with all claiming to be the best. If you are in Houston, you should research widely to make that the branding agency you settle for is credible enough.

2. Build a Brand Color Scheme

Just like Google and Microsoft, you can go for a color scheme of more than one color for your brand.

The color scheme you pick should be a combination of base color, accent, and a neutral color. The base color should exude your company’s most dominant trait that describes your business’ mission.

When choosing the color base, consider the target market you are trying to reach. Your accent can be a color you like or a secondary color that relates to your brand after your base color.

The accent color should blend in with your base color and appease to your target market. You need to be very creative when picking these two colors since not most of them blend well.

The neutral is the background color of your logo, which should not get too much attention. Choose a duller color for your base and accent colors such as shades of gray, white, and beige.

3. Research Your Competitors

You products logo should stand out from others in the market.

Consumers see similar products on the market. However, they will only choose one that is appealing and looks credible. A poorly chosen logo color can damage your brand’s credibility.

It would help if you went through the logos of other companies with similar products. Analyzing your competitors inspires you what they aimed at when picking the color.

Jeff Campbell

Jeff Campbell is a husband, father, martial artist, budget-master, Disney-addict, musician, and recovering foodie having spent over 2 decades as a leader for Whole Foods Market. Click to learn more about me

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