What your brand's colors say about your business

Understanding the effects of color on consumer behavior is important if you're starting a new business or rebranding an existing one.


They say first impressions count. This is especially true when it comes to your brand since your brand color is likely to be the first thing customers see. Colors elicit emotions and feelings, plus they convey certain information. This enables customers to form an initial impression without even knowing what your product is about. Put simply, brand colors are powerful in helping customers decide whether or not they want to engage.


According to a study, 62‐90% of a product assessment is based on colors alone, so it’s important to get your brand palette right.


Consider the meanings behind different colors:

Every color has a meaning and a personality behind it. Leveraging these facets in branded imagery can have a massive effect when it comes to customer engagement, attracting new business, and standing out in a specific market.

  • Red evokes feelings of urgency, danger, passion, and energy.

  • Yellow is a calmer color that also translates to high-energy and positivity.

  • Orange blends the effects of red and yellow, extolling fun and youthfulness.

  • Green can convey wealth and prestige, but also natural beauty and serenity.

  • Blue tends to convey reliability, wisdom, and responsibility.

  • Purple often correlates with luxury and high quality, but also nostalgia and spirituality.

  • Brown conveys durability, natural simplicity, and earthiness.

  • Black can send a message of high quality, luxury, professionalism, and sophistication.

  • White conveys feelings of cleanliness, purity, and softness.

In the end, the colors that are selected should resonate the most with the company’s culture and values. Be deliberate when selecting colors, and mindful of the psychological effects that various colors have on people's behavior as well as the themes that those colors represent.


Brands with great color schemes didn’t come across them by accident, so neither should yours! Research what colors best fit your brand's image and your target audience’s tastes, and above all, don’t be beige (Don’t be boring).