Choosing The Right Color For Your Brand
This article was inspired by President Obama’s first State of the Union address. I noticed he wore a red tie with white stripes and Vice President Biden wore a blue tie with red and white stripes. I laughed at myself as I knew the colors were chosen by someone who knew the meaning / symbolism of color. What did our leaders’ tie scream at me? Red, White and Blue—“America”!
Colors are non-verbal communication. They have symbolism and color meanings. Therefore, as you create your brand identity it is helpful to keep in mind how the eye and the mind perceive certain colors and the color meanings we associate with each color. Here is a list of common colors used in business identities and their meaning*:
RED
Warmth, Love, Anger, Danger, Boldness, Excitement, Speed, Strength, Determination, Desire, Courage
ORANGE
Cheerfulness, Low Cost, Affordability, Enthusiasm, Stimulation, Creativity
YELLOW
Attention-Grabbing, Comfort, Liveliness, Cowardliness, Hunger, Optimism, Overwhelm, Summer, Comfort, Liveliness, Intellect, Happiness, Energy
GREEN
Durability, Reliability, Environmental, Luxurious, Optimism, Well-Being, Nature, Calm, Relaxation, Spring, Safety, Honesty, Optimism, Harmony, Freshness
BLUE
Peace, Professionalism, Loyalty, Reliability, Honor, Melancholia, Boredom, Coldness, Winter, Depth, Stability, Professionalism, Honor, Trust
PURPLE
Power, Royalty, Nobility, Elegance, Sophistication, Artificial, Luxury, Mystery, Royalty, Elegance, Magic
GRAY
Conservatism, Traditionalism, Intelligence, Serious, Dull, Uninteresting
BROWN
Relaxing, Confident, Casual, Reassuring, Nature, Earthy, Solid, Reliable, Genuine, Autumn, Endurance
BLACK
Elegance, Sophistication, Formality, Power, Strength, Illegality, Depression, Morbidity, Night
WHITE
Cleanliness, Purity, Newness, Virginity, Peace, Innocence, Simplicity, Sterility, Snow
Before you launch your brand identity, consider your goals and what reaction you hope to receive from your target audience. Also keep in mind that culture dictates color meaning hence subtle variations in the international business world.
Look at your brand identity…Did you choose a color that represents you, your culture, and your beliefs?
I agree with you Chaim. Many thanks for enlightening our readers. Do visit often and share your thoughts.
Gail -
Your comments on color and their meaning are quite accurate. However, when designing a logo, one must also keep in mind HOW and WHERE the logo will be used. Multiple colors on a website are generally not an issue. If you tried to PRINT a business card, letterhead, brochure or promotional product, you must be aware that adding the additional colors will add significant costs. Many companies have multiple versions of their logo where only a single color is possible (black & white brochure, foil stamping, prohibitive cost for multicolor) or where the additional colors are not practical or do-able.