How colors influence brands

The choice of colors for your brand is something that you must choose very carefully

Color is the impression produced by a tone of light in the visual organs, or more accurately, it is a visual perception that is generated in the brain. Within marketing, color is one of the main characteristics that allows us to seduce customers to attract them to our products and services.

The colors have a great influence on the psychological behavior of each individual, and the purchase decisions were not going to be less. According to a study by Color Marketing Group, a company specializing in the use of colors, color represents 85% of the importance in the decision to purchase a product or service.

But colors are not only important when choosing a product, they are also fundamental in branding, to provide the brand with certain values ​​for consumers. That is why the choice of colors for your brand is something that you must choose with great care.

What should you keep in mind when choosing the color of your brand?

All the brands have a color that represents them and in most of the occasions when they name us a brand, it is their color the first memory that comes to mind. In short, the choice of a corporate color is one of the most important steps if you are learning to design logos. When choosing the color for your brand you must answer some basic questions.

With what emotions do you want to provoke?

Leatrice Eiseman, in her book Color: Messages and meanings, explains that colors provoke different emotions in human beings. Therefore, you should reflect on what emotions you want your brand to transmit and use colors that are in line with them.

What shades are used in my industry?

Pay attention to the tones that are mainly used in your industry to not choose a color that does not look natural when associating your brand to that industry. For example, in the United States, red is associated with meat, silver with dairy products or yellow with desserts.

What is the personality of your brand?

As we said at the beginning, colors convey emotions, but also personality to your brand. Therefore you must decide which are the most appropriate colors to convey the personality you want to give to your brand.

What colors does the competition use?

A great way to differentiate yourself from the competition, especially if they have gained a large market share, is the color. For example, Pepsi uses blue as opposed to Coca-Cola red.

Are the colors in line with my message?

Consumers are much more likely to believe in your message if the colors in which you print it are in line with it. For example, if you are talking about ecology it is more credible to use a green text than a red one.

What colors should you choose for your brand?

When choosing the colors for your brand, you must bear in mind that it is not the only color of your logo, but that in order for it to be effective, you must use it in all your supports: from the web page to letterheads or the business cards.

But what does each color transmit? Next, we offer you a small guide so that you have it easier when deciding:


Red is a warm and intense color, which conveys various emotions ranging from adventure to danger. But when it comes to using it in a brand’s logo, it is usually associated with adventure, energy, strength, vigor or passion. There are several studies that corroborate that it can lead to hunger or increase blood pressure. Therefore, it is ideal for energy drinks, restaurants or products related to the engine.


Pink is a color traditionally associated with femininity, delicacy, innocence and romance. In general, it is used to add a feminine connotation to logos and women’s products. It is recommended for feminine, children’s products or sweets.


Yellow is a color that is traditionally related to joy, happiness, summer or sun. When it comes to using it in logos, you usually want to transmit happiness and warmth. It is especially suitable for children’s and leisure products; as well as to announce special offers and news.


The orange color is formed by red and yellow, which contains characteristics of both. It transmits strength and confidence like red and optimism and the joy of yellow. The orange is usually used by companies that have as their audience the young public, companies that want to transmit modernity.


The green color represents life, freshness, the environment, vegetation, ecology and all the values that have to do with it. It is normally used by companies that want to transmit their ecological values and respect for nature.


Blue is one of the most used colors by companies, both as the main color and to give some detail. It transmits authority, security, success, trust and loyalty. It is also a color that can be identified as masculine. Therefore, we will find it in medicine, government agencies and digital or technological companies.


Gray transmits mostly stability and neutrality. It is the midpoint between black and gray. It is mostly used for fonts thanks to its neutrality.


White is the quintessential color of peace and purity. It also conveys style, elegance and honesty. It is used in cosmetics, personal care, beauty, among others. Most cases serve to balance the other color.


The black color is technically speaking the absence of color. It transmits values such as tradition, seriousness, elegance and mystery. It is usually used in companies that target a clientele with high purchasing power, as it is associated with luxury and elegance.

When choosing which is the most appropriate color for your brand, you should also take into account the representative color of the product you are going to offer. If you are going to use a combination of colors it will be important that you know how to put them together so that it was not disastrous. The most recommended combinations are:

  • Yellow on black
  • Red on black
  • White on red
  • Red on white
Blue on white
  • Yellow on blue
  • White on blue
Black on white

If you have in mind to create a company or you are thinking of designing a logo, but you do not see yourself with enough knowledge or materials to do it perfectly, you can consult us to do it.