The Not-So-Secret Guide to Choosing Brand Colors

The Importance of Color Choice

You may be asking, "Just how important is color choice for my organization's brand identity?". Multiple studies have shown that [a product's] color can influence between 60 and 80 percent of a consumer's purchasing decision.* Based on that statistic, I'd say it's pretty important.

So there's got to be a list of catch-all colors, right? Wrong. Every industry identifies with a different set of "winning" colors, but that doesn't mean that every manufacturing company's branding should look similar. In fact, that's far from the truth.

Where Does My Industry Fit?

In order to see where your industry fits, it's important to understand what each color on the spectrum generally communicates.

RED: Passion; Anger; Energy; Warmth

ORANGE: Playfulness; Vitality; Boldness

YELLOW: Positivity; Light; Warmth; Creativity

GREEN: Health; Wealth; Closeness to Nature

BLUE: Trustworthiness; Dependability; Security; Responsibility; Cold

PURPLE: Royalty; Sophistication; Spirituality; Mystery

BLACK: Sophistication; Timeliness; Prestige; Value

BROWN: Closeness to nature; Simplicity; Durability

WHITE: Purity; Cleanliness; Sterile

After looking through the list of colors, do you think your brand identity is communicating the appropriate message? Is your value/mission statement focused on energy and creativity, yet your brand colors speak to wealth and prestige?

Where do you think your industry fits within the spectrum? What colors currently define your brand image? Do you think they were smartly chosen?

Is it time to rethink your brand identity? Contact Marketing Essentials today!