Golden arches. A red bullseye. A blue soda can. These are all colors associated with brands that are arguably imprinted into our memories forever; and in case you were wondering, yes we were talking about McDonald’s, Target, and Pepsi. Color is the most important aspect of your brand, and the color or colors you decide to use for your business should grab your customer’s attention in addition to representing your company’s values and mission statement. Since about 80 percent of the human experience is visual, you want to associate your business with a pop of color that won’t make your audience forget about you. Although research has shown that even though color can be too dependent on personal feelings to make them universally relatable, 90% of snap judgments made about products can be based on color alone (depending on the product). This means that choosing the right brand color will more than likely sell your product itself.


When thinking of colors to represent your business, think of what can best articulate your product without using any words. Are you looking to be exciting, bold, and youthful, like the bright color red, similar to a can of Coca-Cola? Or does your product bring peace and serenity like the color green? The more strategic you are in building your branding visually, the better experience you give your customer as a whole. Here are a few colors and to consider when creating and determining your brand colors, and what they represent:


Orange: stimulates feelings of energy and warmth, and represents a friendly, cheerful, and confident brand.


Yellow: increases cheerfulness, encourages communication, represents youthful optimism.


Red: increases passion and intensity, symbolizes love, creates urgency and and is often seen used by retail stores to sales.


Blue: invokes feelings of calmness and increases productivity, can create a sense of trust and security in a brand, and is related to communication and truth.


Purple: represents a creative and imaginative brand, used to represent royalty and often is used for beauty brands and for spirituality.


Green: symbolizes money, and invokes feelings of wealth, fertility, and has been known to alleviate depression.


Once you have established your brand colors, the next step is developing a branding style guide in order to create a unique voice in order to stand out from the competition. This not only includes determining your brand colors, but you are also able to give more detailed specifics for your marketing plan that includes typography and fonts, your logo, and tone and images used in promotional materials. The secret to brand success is consistency, so cementing the way your brand looks and makes people feel will help solidify its chances of standing out. A style guide can be anywhere from a few pages when you’re just starting out, to a few hundred pages if you’ve been in the business for a while, and can always change. If you may not know how to get started with a brand guide, a great way to start is to look at companies you admire to figure out what they did and how to bring your own flair to your style guide. If you’re feeling stuck on where to begin, some beneficial websites to help include generators like, Coolors that can give you inspiration for brand color palettes.


Picking a color for your logo while creating your business is one of the most exciting aspects of creating a business. This is a time where you can put your creativity skills to use and find out how to best connect with your audience in order to tell your brand’s story. Whatever you choose, be sure to make it authentic and the best representation of your company. Once you have that figured out, selling your product will be easier to do.

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