Brand Colors
That Work
The Psychology
Behind the Palette
You wouldn’t order your new
Cadillac Escalade in Lime Green would you?
I mean you could – if you wanted to – but good luck with selling it one day. That’s not a color people associate with the style, class and price-point of a luxury vehicle.
Car companies can produce cars in literally ANY color imaginable. Yet Cadillac offers a choice of only seven colors for their new Sport Platinum Escalade. Seven primarily demure and predictable colors – Lime Green is not one of them.
Most people have hardwired emotional reactions to color. Changing the application or meaning of color can have unexpected results. Turn ordinary white sugar into pink cotton candy and kids (and adults) will flock to it. Change the color of a T-bone steak from red to green and even a hungry man won’t touch it.
“Colors speak all languages.”
Joseph Addison
After Logo Design, color is one of the most important creative considerations for a brand. Color isn’t decoration, it’s communication. It speaks to your audience before a single word is read, shaping how they feel, what they remember, and even how much they trust you.
Understanding the psychology behind color can be a game-changer. It helps you design with purpose and create a palette that aligns with your brand’s values, tone, and goals. Let’s explore why color matters, what different colors typically signal, and how to craft a brand palette that connects.
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Why Color Creates Instant Impact
Color influences perception on both conscious and subconscious levels. In fact, studies show that up to 90% of first impressions are influenced by color alone. Think about some of the world’s most iconic brands:
Coca-Cola = Red
McDonald’s = Yellow
Tiffany = Blue
But hold on a second…?
Tiffany is not blue – it is Robin Egg Blue.
Countless brands use Blue. And they can represent incredibly diverse services, products, and philosophies. Ford, General Electric, Intel, Pfizer, Visa, Windows – the list is very, very long. So let’s look at blue again:
The subtle variations of blue and the way in which it is used sets these brand apart. Color harmonies will also play a big part in separating them. Choosing the perfect complimentary color is a crucial design decision.
When used effectively, color can:
In short, color reflects a large part of your brand’s personality.
THE PSYCHOLOGY OF COLOR
Technically speaking, here is an overview of what common colors tend to evoke:
These aren’t rules—but they are proven tendencies. Context matters, and combinations, amounts, even shades can shift meanings significantly. Any one of these colors can be used outside of its ‘standard’ psychology in creative and effective ways. That’s only one of the reasons you hire a professional creative to design your brand.
BUILDING A PALETTE THAT WORKS
When developing a palette, we don’t just choose your favorite colors. Instead, we ask important questions about your brand:
Your brand palette will consist of:
Once this palette is locked in consistency across platforms is key. When applied with intention, your color palette becomes a visual shorthand for your brand. The disciplined use of your brand colors will be laid out in you Brand Manual.
“The use of color in branding isn’t just aesthetic—it’s strategic. The right palette builds recognition, evokes emotion, and influences perception.”
Color is one of the most powerful branding tools at your disposal. Choose with intention, apply consistently, and let your color palette do more than just look good—let it feel right.
Just like Cadillac knows that Lime Green won’t fly on a luxury SUV, your brand needs colors that reinforce the story you’re telling. Whether you’re aiming for prestige, playfulness, trust, or innovation—color could, potentially, get you there faster than your logo could.
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