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?

* Color meaning taken from www.changingminds.org

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