Choosing the Right Color For Your Brand

So you’ve decided to purchase a logo for your new business, one that creates a memorable and captivating brand identity. Great! But before you make any decisions, we've got some colorful (get it?) insight on how to choose the right hues that will light up the eyes of your future clients.

The first thing you have to keep in mind is that colors have their own personalities. In fact, their phycological influence is so powerful that they subconsciously influence the way we all shop, eat and feel on a daily basis.

Think about it. The sudden urge to eat when under those famous yellow arches, or the feeling of glamor as you see a blue Tiffany’s box. These major brands and many like them understood the power of something seemingly simple and used colors to convey recognition and personality but, more importantly, emotion.

Color Psychology 101

Each conveys a different emotional response. Interestingly enough, a particular color m&m can taste better than another just because of its color, or the color of the bowl you’re eating it out of. But colors also help to elicit emotional responses, and when married with the right industry, help tailor that response to the brand’s goals. Here’s a list that may help you settle on a logo color scheme that fits with the core values of your brand and what colors can help to convey in certain industries.

Restaurants  

Food-related logos are some of the brightest and boldest on the spectrum, eliciting enjoyment and a hungry appetite (as long as you meld colors appropriately). Some of the most popular food logos opt for bright reds and celebratory oranges. You can also play with various shades of greens and browns, to lend a healthy, wholesome feel to your food brand.

Top colors:

Red: Power, energy, stimulation, immediacy, excitement

Green: Nature, health, freshness, vegetarian, balance, trust

Brown: Natural, sincerity, reliability, wholesomeness, comfort

Black: Strength, intelligence, glamour, luxury, modernity, sophistication

Orange: Enthusiasm, vitality, warmth, positivity, optimism

Beauty & Cosmetics

Logos in beauty are eye-catching and alluring and generally aim to give off an air of elegance and youth. When applying color psychology to your beauty logo, you’ll find white conveys purity and innocence, while blacks, golds, and raspberry reds pack in the glamour. Don’t forget pink if you want to heighten your brand’s femininity, and if your beauty or cosmetic brand is all-natural, you may consider a shade of leafy green to compliment your logo.

Top colors:

White: Hygiene, purity, innocence, cleanliness, clarity, youth

Black: Strength, intelligence, glamour, luxury, modernity

Pink: Femininity, romance, sensitivity, sweetness, tenderness

Green: Nature, health, wealth, tranquility, harmony, fertility

Gold: Glamour, wealth, grandeur, health, prosperity

Real Estate

In real estate, many agents are vying for the trust of a client, which may be why blue is the most sought-after logo color in the industry. Blue signifies trustworthiness and dependability, and black adds a touch of sophistication, which doesn’t hurt for shoppers poking around for the most expensive basic need on earth (a home). Moreover, red is an exciting color that can help raise the spirits for clients staring at a hefty price tag.

Top colors:

Blue: Trust, wisdom, loyalty, reliability, sophistication, respectability

Black: Strength, intelligence, glamour, luxury, modernity

Red: Power, energy, stimulation, immediacy, excitement

Gold: Glamour, wealth, grandeur, health, prosperity

Sports and Gaming

Power and action set the tone for sports and gaming logos. As such, reds, which can be shown to actually raise a person’s heart rate just from looking at the color, are prevalent in many sports logos. Blues are a calming color but can provide a softening balance that conveys endurance, and if your industry is geared toward water sports, blue is a top choice. Oranges, blacks, and other bold shades can further energize the onlooker, which is usually what a fitness company aims to do--so it’s best to avoid dull shades.

Top colors:

Red: Power, energy, stimulation, immediacy, excitement

Orange: Health, energy, excitement, prosperity, warmth, playfulness

Black: Strength, intelligence, glamour, luxury, modernity

Blue: Trust, wisdom, loyalty, reliability, sophistication, respectability

Yellow: Friendliness, cheerfulness, youth, energy, positivity
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Technology

The tech industry is all over the color wheel, but logo colors that reflect wisdom, modernity, trust and cutting-edge development are sophisticated blues, clean whites, blacks, and red. And while this palette is the go-to spectrum across a range of industries, the tech world may splash in variety with a dash of other colors like yellow or green. Two colors to generally stay away from in tech are browns and pinks, which are normally seen as too childish.
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Top colors:

Blue: Trust, wisdom, loyalty, reliability, sophistication, respectability

White: Safety, hygiene, purity, cleanliness, clarity

Black: Strength, intelligence, glamour, luxury, modernity

Red: Power, energy, stimulation, immediacy, excitement
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Industry Research

Remember to ask yourself what your business is all about—and who is the audience? Your logo should always appeal to your ideal customer. Your brand strategy will determine whether you’re more comfortable creating something that breaks with industry tradition, or keeps to the established trends—but knowing what else is out there is crucial, so a little bit of competitor research is a must!

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