The Best Colors in Branding

The colors of your brand say a lot more about your business than you may have imagined. There is a real psychology to color that when used effectively can help your brand build trust, familiarity, and trigger positive responses.

It’s no coincidence that the world’s top brands strongly associate with the design of their logos. The colors their logos employ directly impact their branding, even if those logos don’t include any text. 

In this article, we’ll discuss the best colors in branding your business and why.

Let’s dive in.

People Respond to Your Brand’s Colors 

Every color of the rainbow triggers a different response in people. The color spectrum is divided into two different categories: cool and warm. Cool colors are directly associated with security and calmness. Warm colors tend to associate with energy. 

But how exactly does each color impact us, and what will it mean to your branding? 

Here’s a look at what separates each color and strategies that you can use to choose the best mix for your brand. 

1. Red 

Red is the color that most directly evokes a visceral and passionate response. In fact, it’s known to increase heart rates, make you breathe faster, and is associated with:

  • Excitement
  • Energy
  • Passion

Red is a color that demands attention, while also being excitable and proactive.

2. Purple

The color purple is mysterious and sophisticated. It’s normally used with products that want to be in the high-end segment due to its direct association with elegance and royalty.
The mysterious element of purple is also linked to spirituality, and can bring an almost “magical” feel to the brand of your company. 

When you consider using purple, think: 

  • Nostalgia
  • Mystery
  • Spirituality
  • Sophistication

3. Blue

Blue is a very popular color with many of the top brands on the market. It’s thought to calm customers while reminding them of the ocean and sky.

Blue evokes trust, confidence and security. This makes blue a powerful option for brands that want to convey this message in their branding. Blue is:

  • Dependable
  • Trustworthy
  • Secure
  • Confident
  • Responsible

4. Green 

Green brings out the emotions of freshness, calmness and safety. The various shades of green helps create a brand identity that’s unique to your organization.

It’s also associated with health and feelings of serenity and peace. 

When you use green, you’re conveying:

  • Generosity
  • Safety
  • Prestige
  • Serenity
  • Health
  • Wealth

5. Yellow 


Yellow is a popularbrand choice when you want to bring out feelings of positivity into your brand. Yellow’s obvious association with the sun automatically brings people optimism and a feeling of hope. 

Yellow is rarely used in logos and branding, so it can really stand out from the crowd when used in the right way. 

Think of yellow as bringing:

  • Light
  • Warmth
  • Positivity
  • Creativity
  • Motivation
  • Happiness

6. Orange 

If you’re looking to blend the power of yellow with the passion of red, orange might be an ideal color for your brand. It’s cheerful and creative, and brings out feelings of adventure and friendliness.

Think of orange as:

  • Fun
  • Playful
  • Vital
  • Outgoing
  • Exuberant

7. Brown 

This color represents the simplicity of the earth and is best used to reflect strength and stability. It’s simplicity can be comforting, and is preferred for brands that way to be trustworthy and classic without being too bold.

Brown is:

  • Natural
  • Simplistic
  • Earth-like
  • Comforting
  • Durable

8. Black 

This is one of the most classic branding colors. It’s sophisticated and stands out. Black works well with luxury brands and can be effectively combined with other colors to bring out the desired emotions.

Black is known to evoke:

  • Sophistication
  • Value
  • Prestige
  • Timelessness

9. White 

White is pure, clean and simple. It works well in healthcare branding, cleaning businesses and child-related brands.

White is:

  • Soft
  • Pure
  • Clean

Find the Combination That’s Best For Your Brand 

Now that you know what each of these popular branding colors represent, spend some time finding the right combination that best represents your brand

Caryl Anne Crowne is a contributing writer and media specialist for Allegra. She often produces content for a variety of branding blogs.

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