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Why Color Matters in Branding (Part 2)


In part one, we looked at the way color impacts brand perception, value, memorability, and consistency, as well as how color can complement your content, boost engagement, and ultimately drive sales. If you did your homework, you’ve taken the time to evaluate your primary branding questions, including understanding your audience, cementing your value or mission, and developing a brand position. Now, we will dive into color specifics and how the right color palate can boost engagement, facilitate sales, and tell your story without words.


Let’s discuss color psychology. Color psychology is the study of how color affects human behavior as the visual stimuli triggers subconscious responses in the brain related to memory, impulse, and perception. In short, understanding of color psychology can teach branders how to effectively utilize color to tell your brand story, engage your ideal audience, and seal the deal!


First, we can analyze the symbolism of each color and how it can relate to audience values.

  • Red Red is often used in branding to signify passion, love, excitement, and danger. From extravagant chocolates to impulse buys, red can prompt urgency and reinforce values of desire, anticipation, and possibility.

  • Orange Looking to showcase approachability and warmth in your brand? Orange is the perfect color for products or companies that are promoting cheerfulness, optimism, and youth.

  • Yellow Yellow can be a vibrant option for high-contrast and happy content. Be sure to balance your yellow, as some people tend to feel that, instead of happiness, yellow prompts memories of instability or signifies warning.

  • Green If your immediate reaction to green is the tranquil scenery of a lush forest, you are absolutely not alone. Green is often used to showcase serenity, peace, eco-consciousness, and health, perfect for brands looking to highlight calm and wellbeing.

  • Blue Similar to Green, Blue is a tranquil and calm color. Most often, brands utilizing blue are seen as trustworthy, stable, and confident.


Once you understand how color relates to behavior and perception, you can begin to implement the color scheme into your overall brand style. In short, how do you use color for the right purpose, at the right time, and with the right audience?


Here are some beginning questions you can use to help develop your color palette.

  1. What color best matches the top three values of my audience?

  2. What kind of product are we marketing, and how might that change the audience values?

  3. What color represents the mission of our brand?

  4. What makes your company stand out? How can color reinforce what makes your company unique?

  5. What colors do your competitors use? Analyze why they might use those colors and what the pros and cons are in terms of conforming to the industry.

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Deborah Hayes Advertising

PO Box 1114

Midlothian, TX 76065

PH: 678-471-4071