Choosing Colors for Brand Identity
Published on August 10, 2023 by Emma Rodriguez
Color is one of the most powerful tools in brand identity design. Research shows that color increases brand recognition by up to 80% and can influence up to 90% of snap judgments about products. Choosing the right colors for your brand is not just about aesthetics—it's about strategic communication.
The Psychology of Brand Colors
Different colors evoke different psychological responses:
Red
Energy, passion, urgency (e.g., Coca-Cola, Netflix)
Blue
Trust, security, stability (e.g., Facebook, IBM)
Green
Growth, health, environment (e.g., Starbucks, Whole Foods)
Yellow
Optimism, clarity, warmth (e.g., McDonald's, IKEA)
Purple
Creativity, luxury, wisdom (e.g., Cadbury, Hallmark)
Orange
Friendliness, cheer, affordability (e.g., Fanta, Nickelodeon)
Step-by-Step Brand Color Selection
1. Define Your Brand Personality
List 3-5 adjectives that describe your brand's personality. Are you innovative or traditional? Playful or serious? Luxury or affordable?
2. Research Your Industry
Analyze competitors' color schemes to identify conventions you might follow or deliberately break.
Industry Color Trends
- Tech: Often blues and grays (trust, innovation)
- Health: Greens and blues (nature, trust)
- Finance: Blues and greens (stability, growth)
- Food: Reds and yellows (appetite, energy)
3. Consider Color Psychology
Match colors to the emotions you want to evoke in your target audience.
4. Test for Accessibility
Ensure sufficient contrast and color-blind friendly combinations.
5. Create a Color Hierarchy
Determine primary, secondary, and accent colors with specific use cases.
Building a Cohesive Color System
A complete brand color system includes:
Primary Colors
1-2 dominant colors that represent your brand (used in logos, headers)
Secondary Colors
2-4 supporting colors for variety (used in backgrounds, illustrations)
Accent Colors
1-2 vibrant colors for calls-to-action and highlights
Color Application Guidelines
Document how each color should be used:
| Color | Usage | Hex Code |
|---|---|---|
| Primary brand color, logos, main buttons | #2563EB | |
| Headlines, important text | #111827 | |
| CTAs, warnings, highlights | #F59E0B |
Common Brand Color Mistakes
Avoid These Pitfalls:
- Choosing colors based solely on personal preference
- Using too many competing colors
- Ignoring cultural color associations
- Neglecting accessibility considerations
- Failing to document color usage guidelines
Testing Your Color Palette
Before finalizing your brand colors:
- View them in different lighting conditions
- Test on various devices and screens
- Print samples to check CMYK conversion
- Get feedback from your target audience
- Check against competitors' palettes
"Your brand colors should work as hard as your marketing team—communicating your values and differentiating you from competitors."
Evolving Your Brand Colors
While consistency is important, brands occasionally need color refreshes to stay relevant. Consider updating your palette when:
- Your brand positioning changes significantly
- Color trends have shifted dramatically
- Your current palette feels dated
- Expanding to new markets with different color associations
Choosing the right colors for your brand identity is both an art and a science. By following a strategic process that considers psychology, industry standards, and practical application, you can develop a color system that strengthens your brand recognition and effectively communicates your unique value proposition.