Branding and Color Theory

Branding decisions can be a tricky business… and the result needs to be a LOVE, LOVE feeling! In other words, your brand needs to appeal to both you and your target market. Your love, plus target market love, equals LOVE, LOVE!

We’ve all heard a thing or two about “color theory” or “color psychology.” The idea is that color can effect mood, evoke emotion and sometimes prompt physiological responses. The following infographic, courtesy of Richard Derall at, features some well-known brands and a great color theory breakdown. 

Geekly Group has another great color breakdown.

Still doubting that color has huge impact? Chances are you have worn “Red for Women,” own a “Livestrong” bracelet or have supported a similar campaign. Nonprofits are often the most adept at harnessing color power, and perhaps the most powerful example is “breast cancer pink.” The National Breast Cancer Foundation has chosen a specific shade of pink. It is relevant to their cause and audience, and that relevance, along with consistent use, makes the “go pink” campaign instantly recognizable.

Our Recommendations

  • To thine own brand be true! – What are you all about? What services or products do you offer? Color sends a subconscious message to the consumer… Make sure it’s the right one! Blue is considered to be a passive color. It often invokes a feeling of calmness or serenity. Opening a spa? Blue may be a great choice for your logo or marketing materials. If you’re opening a gym, blue may not be the most logical branding decision… even if it is your favorite color.
  • Remember your target market – Pick colors that will be appealing to your target market, keeping in mind that the associated meaning of color can vary on personal and cultural levels.
  • Use color consistently – This doesn't mean you have to use one color, and only one color, until the end of time… We recommend picking a color pallet that may contain a few color choices and a neutral option (like white or gray). Get creative with color presentation, but ensure that color shades are consistent among your logo, promotional materials and website.