The Significance of colors in brand identity

Colors elicit different responses and emotions in humans. We perceive some colors as calm like blue or green, while some, as alarming or more expressive like red. In our daily lives, we associate blue skies to serenity, while the color red frequently seen at traffic signals and stop signs is associated with danger and alertness.

These perceptions are quite personal, influenced by an individual’s experiences or culture. There are, however, certain general characteristics of colors that connect them to certain ideas and traits. Colors in a brand capture a person’s attention and evoke certain feelings about that particular brand, which is why they play an important role in brand marketing as part of the visual representation strategy. In a study titled “Impact of color on marketing,” researchers found that up to 90% of snap judgments made about products can be based on color alone.

The study of colors, their applications in design and their psychological impacts on humans is called Color theory. Graphic designers use this Color theory to create a logo which best represents and reflects a brand’s ‘personality’.

Following are certain colors which have been proven to be best suited for branding and marketing.


Red signifies power, it attracts people’s attention and holds it. It represents energy and excitement, which is why it’s used by Art and Media companies like Netflix and Time magazine. It also stimulates and encourages hunger, which is evident by the use of red by McDonald’s, KFC, Pizza Hut and several others.


Blue signifies serenity. It simulates productivity and is generally associated with wisdom and trust. It’s most commonly used by brands to stimulate trust among customers. This, it is largely used by banks and financial brands like Bank of America, American Express, and PayPal.


Yellow represents optimism and joy. It can promote fun and playful products, thus making it a great fit for lifestyle brands such as IKEA and Best Buy. Due to its bright and attractive nature, it is ideal for retail establishments. The color also promotes creativity and intelligence and is used for academic products like Post-Its.


Green signifies nature and good health. It is often used by brands that promote good health like Whole Foods and the Himalaya Drug company. It is also an essentially warm and inviting color, and has been used by Starbucks, to create a warm environment for a café. It also symbolizes wealth and prosperity.


Orange signifies cheerfulness, energy, and joy and has been used by many children’s channels including Nickelodeon. The color exudes confidence and extroversion, A’s has been made evident by its use in the luxury brand Hermes. It is seen by some as a ‘cheap’ color, so it gives a message of affordability. It is also used by FedEx.


Black signifies power and authority. The color also represents sophistication, elegance and class. It is extensively used in the fashion industry by well-known brands like Gucci, Louis Vuitton, Prada, and Ralph Lauren.


White signifies simplicity and looks pristine. It is used by companies that wish to convey the message of simplicity, like the automobile companies such as Mini and Tesla, which primarily focus on technology. It is also used by the shoe company, Crocs, which favors simplicity in design. The color also represents innocence and purity. Cotton Incorporated uses a white logo, conveying purity and wholesomeness as well.

By now, you must be well-equipped with some knowledge regarding colors and the different ways in which they are perceived in the world of marketing. Use your colors wisely and watch them do the magic for your business!

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