Brand Identity: Picking the Right Colors

Designing a new logo? Maybe a completely new look & feel for your now-dated site?

Pay close attention to color selection. Picking the right colors to go with your brand, will have a huge impact on how your company is perceived, for years to come.

To get you on the right track, here's a brief summary of the top colors used in the business world and how they affect consumers -

Blue



Blue is the overwhelming "favorite color." Blue is seen as trustworthy, dependable and established.

Dark Blue = Credible, confident, dependable
Light Blue = Cool calm, faithful, quiet

Green



Green occupies more space in the spectrum visible to the human eye and is second only to blue as a favorite color.

Dark Green = Traditional, trustworthy, well balanced.
Bright Yellow Green = Trendy, whimsical, lively.

Yellow



Yellow shines with optimism, enlightenment, and happiness. Shades of golden yellow carry the promise of a positive future.

Sunshine Yellow = Sunny disposition, Joyful, Young-at-heart
Yellow Gold = Intelligent, Warm, comfort

Orange



Orange, a close relative of red, sparks more controversy than any other hue. There is usually strong positive or negative association to orange and true orange generally elicits a stronger "love it" or "hate it" response than other colors.

Orange = Fun-loving, talkative, fickle, and trendy

Red



Red has more personal associations than any other color. Recognized as a stimulant red is inherently exciting and the amount of red is directly related to the level of energy perceived.

Vibrant Red = Sexy, speedy, high-energy, and dynamic.
Burgundy Red (or blue red) = Similar message but much less obvious

Purple



Purple embodies the balance of red simulation and blue calm. This dichotomy can cause unrest or uneasiness unless the undertone is clearly defined at which point the purple takes on the characteristics of its undertone.

Purple = Creative, individualistic, pride, original, rare

Pink



Brighter pinks are youthful, fun and exciting while vibrant pinks have the same high energy as red. They are sensual and passionate without being too aggressive.

Pink = Happy, Young, Fun, Sexy

White



White projects purity, cleanliness, and neutrality. Doctors don white coats, brides traditionally were white gowns and a white picket fence surrounds a safe and happy home.

White = Fastidious, Pure, Clear

Black



Black is authoritative and powerful; because black can evoke strong emotions too much can be overwhelming. Black represents a lack of color, the primordial void, emptiness.

Black = Empowered, not easily manipulated, elegance, classics

Brown



Brown says stability, reliability, and approachability. It is the color of our earth and is associated with all things natural or organic.

Brown = Down-to-earth, no nonsense, Timeless, Basic