How To Choose the Perfect Brand Colors For Your Business

Color in Branding

You can’t deny it…

Color plays an enormous role in the buyer decision process.


In tandem with copy and website design, color can actually help you draw in consumers and persuade them to take action. But it’s no easy feat!


That being said, here’s where you can start.

By learning the meanings of each color and its effect on people, you can continue on knowing your brand colors hold their weight.


The Language of Color:

  • Red: The color red symbolizes passion, excitement, and anger. In images, it usually attracts your attention first. For brands, red can symbolize youth or boldness. Use this color wisely.
  • Orange: Orange is sometimes a forgotten color, but it is used way more often than you think. Orange is seen as friendly or confident and sometimes even energy-evoking. It’s an exciting color, that’s for sure.
  • Yellow: Yellow, like its close relative red, is a very attention-grabbing color. It can evoke happiness, optimism, and warmth.
  • Green: Green is one of the more earthy colors in the spectrum. It reminds us of life, growth, health, and even prosperity.
  • Blue: Blue is an interesting color. Did you know some hospitals paint their walls blue to lower heart rates? That’s because blue gives us a sense of security, trust, and tranquility.
  • Purple: The color purple may signify royalty, luxury, and creativity. It’s another one of the less used colors, but only because it’s tricky to incorporate into the average brand.
  • Black/ Grey: Black evokes power, sophistication, and modernness. Grey stands for neutrality, mystery, or maturity. And if you were wondering, white evokes cleanliness, simplicity, and good health.
  • Rainbow: Some brands just can’t choose one! Google, Windows, and eBay are great examples of multicolored logos. In case you were wondering, rainbow logos can either portray all of the values of each color simultaneously, but may also be seen as playful, youthful, and innovative.


Don’t just pick blue because it’s your favorite color! (And remember, the values stated here are only the positive ones… a color can have negative connotations too!)

Here’s the low down on how to decide your brand colors:

  1. You can choose one color, but don’t choose more than three.
  2. The colors you choose should complement each other.
  3. You will need to choose a base/primary color, which means the other two will act as accents.
  4. Your color choices should be made based on your target audience, the market you’re in, your primary competitors, and so much more. Take some time to make this decision. And do your research!


In this blog, we touched on the bare minimum of color in branding. If you’re interested in this topic and would like to learn more, check out this article!

So you decided on a few captivating colors?

It’s important to know the HEX color codes for those colors so that you can reproduce them in your branding materials later on. Lucky for you, we wrote a blog on that!

You can also check out our upcoming newsletter (10.29.19) for some super helpful color and branding resources!

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