The Colors of Success: Why Your Brand Palette Matters

Posted on July 23, 2021

When you’re developing your brand, always think about how your brand personality will make people feel. One thing you don’t want to do is use your favorite colors at random because they may not be associated with what your business does. Don’t mistake your personal feelings with what your audience wants.

To better attract your audience, think about what colors are likely to mean. Here’s a quick rundown on color psychology in the United States (colors may mean different things in other countries:

  • Red suggests strength, energy, danger, action, passion, power, and even anger.
    • Thanks to caffeine, Coca-Cola was an energy drink long before Red Bull was invented. Small wonder the company red-and-white cans and bottles are instantly recognizable.
    • Statements such as “Danger!” “Error!” “Warning!” and “Urgent!” and calls to action like “Don’t miss this event!” often appear in a red font.
  • Orange signifies change, play, and curiosity.
    • Nickelodeon (AKA “Nick”), a well-known producer of children’s television, includes orange as a predominant brand color
  • Yellow typically denotes happiness and a sunny outlook.
    • Fast-food restaurant McDonald’s has long been known for its Happy Meals, clown mascot, and iconic Golden Arches. There’s plenty of optimism to go around at Mickey D’s!
  • Green evokes money, growth, and nature.
    • American Century Investments uses green as a primary brand color because of its connection with money. LeapFrog uses green to market children’s toys because green also means growth—in this case, growth through learning.
  • Blue implies trust and honesty.
    • Financial companies such as Visa, Chase, and American Express include blue in their color palette because that color promotes the impression of trust and honesty.
  • Purple signifies luxury, nobility, power, and wisdom.
    • Purple can be used to express the power of information that’s gained through wisdom. Therefore, it’s a natural fit for the logos of FedEx and Yahoo.

Be careful when choosing colors for your brand. If you want to use pink but your business is a financial company, people may turn away because pink isn’t associated with trust. In addition, different shades can have different connotations. A soft yellow can suggest optimism, but a brighter shade signals caution. Finally, the wrong color combinations can make your content difficult to read. It’s important to know what color combinations are ADA-compliant so that even readers with vision loss can understand what’s on your website.

Your brand palette can make the difference between people turning away and becoming loyal customers. The skilled professionals at Badie Designs can help you make the right color choices for your business. Contact us today for a consultation.