Feeling Color: Understanding Your Brand’s Color Choice

Written By Lisa Hromada

colors-swatchWhen I work with clients on their visual brand, one of the main topics of discussion and exploration is their brand color palette. Color is one form of non-verbal communication and is the quickest method of conveying messages, stimulating the senses and exercising your brand’s power of suggestion. Is there anyone in the marketing and business world who can deny the impact of color?

Choosing a color palette for your business is more than choosing a selection of colors that are your favorite; it’s about the emotional and psychological response to your brand colors that matters and they must resonate with your industry, core values, market, and best express the intention and/or purpose of your product or service.

The following are words most frequently used to describe a specific color. Keep in mind that variations in saturation and value will have an effect on the “mood” of your palette and the message you convey.

Purples: spiritual, sensual, elegant, mysterious, royal, sophistication, sentimental, majestic

Blues: cool, quiet, dependable, corporate, serene, reliable, trustworthy, confident, power, tranquility

Greens: refreshing, healing, fresh, nature, renewal, money, secure, tropical, floral, tendy

Pinks: sweet, happy, youthful, gentle, energetic, romantic, cute, wild, provocative

Reds: exciting, dramatic, stimulating, provocative, arousing, passionate, rich, refined

Oranges: fresh, citrus, inviting, friendly, playful, appetite-appealing, vital, harvest, juicy

Yellows: sunny, warm, luminous, cheerful, enlightenment, mellow, bright, attention, powerful

Browns: rich, decadent, grounding, rustic, durable, lasting, calming, protective, earthy

Whites: pure, bright, lightweight, clear, clean, hygienic, friendly, smooth, classic, soft

Blacks: strong, bold, elegant, powerful, sophisticated, stylish, upscale, heavier, durable

As a basic rule of thumb, there should be a hierarchical ranking of your brand color palette with a dominant color, secondary color and tertiary color accents. A professional designer will be able to help guide you on recommended color combinations for your business, so you’re expressing the right message and attracting your ideal audience.


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Known for her creativity, gentle disposition, enthusiasm, and passion, Lisa Hromada is a leading Personal Branding Strategist and Graphic Designer who works with service centered professionals throughout the U.S. to help them create thriving businesses, powerful brands and make an instant, clear and compelling impact with clients. Find out more at: http://www.youinspiredesign.com