What effect do colors have in your branding?

What effect do colors have in your branding?
June 28, 2016 Madeleine Helme

Color plays an important role in the branding and marketing of your business, its products and services. Your brand colors are what can make you stand out and make your customers remember you. In fact, 80% of people believe that color improves brand recognition and almost 85% of consumers have cited color as the main reason they choose to buy a product.

What do your brand colors mean?

Many studies have been carried out to research the effects that colors have on people and what emotions they instil in them. While these are quite generic, they can still be useful in deciding how your branding will put across the message and personality that you want your company to portray. Here are a few associated characteristics and emotions of colors:


  • passion,
  • intensity
  • urgency
  • excitement


  • cheerful
  • optimistic
  • youthful


  • cool
  • calm
  • trustworthy
  • dependable


  • warm,
  • enthusiastic
  • confident
  • aggressive


  • wealth
  • health
  • nature
  • growth


  • regal
  • wise
  • relaxing


  • sleek
  • sophisticated
  • uncomplicated

You should think about the connotations of each color when deciding on your branding. However, these traits are not definite and it is important to remember that a person’s personal preferences and experiences will also affect how they perceive different colors. For example, if you hate the color yellow, then it is not going to make you feel happy and optimistic. Perceptions of colors can also vary based on a person’s age, gender and cultural background, among other factors.

Your brand’s personality

What is more important when choosing your brand colors is that they match your brand in the eyes of your audience. They need to support the personality that your brand wants to portray, otherwise your audience will view your branding as misaligned, making it much less convincing and trustworthy.

Plus, different brands use the same color to promote a different message. The color green, for example, is commonly used among both financial institutions and ones associated with nature and the environment. Brands also have the option of going against the norm in order to stand out from their competition.

If banks always use corporate colors such as blues and blacks, a newly emerging bank with a bright pink logo would really turn heads. It may be a gamble, but it could end up working in your favor. However, you still need to think about how it will fit into your brand message. Perhaps you are the new, trendy online bank that is geared towards younger people. If it doesn’t fit with your message, then stick with the classics.

How does color impact your marketing campaigns?

Color should also be considered in terms of marketing and advertising more broadly. The colors on your website, in your e-newsletters, on a poster or in a shop display will affect how your audience responds, what they think about your brand, and even whether or not they buy from you. For example, the color red is usually used in store when sales are taking place as they promote the urgency of the situation. The intention is that customers will subconsciously think that they have to act fast to take advantage of the sale. It may be worth trying out different colors on your website, for call to action buttons, for example. A/B testing can give you a good insight into how colors change the behavior of your website users.

So, if you’re just creating your brand or if you want to fine tune your marketing, think long and hard about the message you want to put across and which colors can communicate this message in the best way.

After working in marketing for two years I decided to become a freelance writer. In my spare time I enjoy watching films and television and keeping fit through going to the gym and practising taekwondo.