The Importance of Your Brand Colors

Photo by: SallyFort

No aspect of design, be it for a product, a logo, or a website, influences a customer’s opinion as much as color. On a completely subconscious level, the color used has a significant impact on what the consumer thinks, and people will find a company offputting that does not use the right color in the right way to match what they are selling. The effort you put into picking a color scheme for your company might be the best investment you ever make.

Color Choice

Every color of the rainbow evokes its own emotional response in people and is implicitly associated with certain concepts and business types. Warm colors, ranging from red through orange to yellow, suggest aggression, passion, and provocation on the red side, moving through positivity, light, and warmth for yellow. Orange is a cross between these concepts, focusing on vitality and exuberance.

Cool colors include purple, blue, and green. Choosing purple as your dominant color will make your company seem mysterious and sophisticated. Blue is one of the most common color choices for a brand, and for good reason: a blue logo will make you seem trustworthy and dependable. Green varies more than most colors depending on its shade: a light green will promote peace and health, while a dark green evokes wealth and station.

Black is best if you are trying to make your company appear sophisticated. It is the most timeless shade you can choose, and works best for expensive products. White suggests purity and nobility most of all, which is why it is the traditional choice for wedding dresses. It also makes your brand seem clean, which is helpful for health and child-related services. Brown is tricky: done correctly, it can feel simple and natural, but in an unskilled hand may appear dirty.


95% of logos use two colors, and it is of vital importance that the colors you choose look good together. Value, the darkness or lightness of a color, is one of the most important qualities that makes a logo “feel” right to an observer. The best way to check value is to take your logo to a black-and-white copy machine: ideally your colors should still appear very different. If they are too similar in value, even if the hues themselves are completely different, the logo will frustrate the eye.

If your logo tends darker on the value scale, it will give a gloomy feel to your logo regardless of the colors chosen. If lighter, your company will give the impression of dreaminess. If neither is your goal, try and balance toward the middle of the light-dark scale.


Saturation is a measure of gray of the same value added to a color. Completely saturated colors (no gray) are very flashy, while desaturated colors appear older and more somber – think a brand new shirt versus a dingy old one. To maintain balance, a desaturated color should occupy more of the total space than a fully saturated color. Your eye is your best ally when determining saturation balance: when you have multiple logos to decide between, try walking away for a while and coming back to it later, choosing the one that looks right with fresh eyes.

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    One Response to “The Importance of Your Brand Colors”

    1. LogoX says:

      A brand is often the most valuable asset of a Corporation. Brand owners manage their brands carefully to maintain trust for their customers, and brand valuation is an important management technique that describes the value of a brand, and allows marketing investment to be managed.