Home   /   Blog   /   
How To Choose Your Brand Colors The Power Of Color

How To Choose Your Brand Colors The Power Of Color

Do your brand colors matter? 100%. Colors mean different things to different people. They’re subjective to what a person’s personal experience with that color is. Red may mean risky and dangerous to one person, but sexy and romantic to another. Color is also subjective to different cultural beliefs. 

In this blog post, we’ll be talking about the spectrum of colors that paint our world and what they mean so you can choose the perfect colors for your brand. Let’s get started, shall we?


In Japan, a black cat is a sign of good luck.

In the USA and most of Europe, a black cat is a sign of bad luck.

Crazy how the world thinks of things differently, ain’t it? In a way, the world is all about perception (like marketing). 


Why should you care about colors and their meanings? Because subconsciously, colors impact our moods and emotions. Color psychology overlaps with color theory which links emotional and psychological associations between colors and emotions. In other words, certain colors make us feel and think in some type of way whether we realize it or not.

When you think of green, what comes to mind? (Mother nature and money come to mind first for me.) 

What about blue? (The ocean and sky, maybe?)

When you’re brainstorming color ideas for your brand, consider how they’ll make your customers feel and the potential imagery that’s linked to your colors. Read on.


Here’s a list of some colors and their meanings. There’s more than meets the eye. It would be impossible for me to list all the colors, their meanings, and associations from different cultures in this one blog. Some additional research on colors may be involved on your end. 

Black: Powerful, Elegant, Mysterious, Bold

Red: Passion, Strength, Love, Energy, Appetite

Orange: Confident, Courageous, Youth, Friendship

Blue: Sophisticated, Intelligent, Trustworthy, Confidence

Pink: Compassionate, Healthy, Tenderness, Emotional

Brown: Earthy, Wholesome, Durable, Safety

White: Purity, Clean, Ethereal, Wholeness

Yellow: Warmth, Optimism, Happiness, Disruptive

Purple: Wisdom, Royalty, Creativity, Magical

Green: Food, Nature, Wealth, Tranquility


It’ll be much easier to find the perfect colors if you know your brand’s identity first. If your brand is having an identity crisis, don’t sweat it. We have a blog post that explains how you can start creating the personality of your brand in detail, click here. (Read that blog post after you’ve read this one). Let’s keep going.


Now, naturally, consistent application of your colors will increase your brand’s awareness. Brand colors are a reflection of its identity. Match your color palette with your values for the most effective communication. When you have your brand’s identity down to the bone, it’s easier to unite your ads and messaging to harmonize with one another. You want to stay consistent with your branding.


Browse through your competitor’s palettes, try and understand why they work well. Don’t steal! Just think of what you can learn from their color choices, and of ways in which you can differentiate yourself from them and the rest of the competition. What I mean by stealing is copying their color palette and slapping it onto your brand as your own colors. It’s okay if you have similar colors but remember, if you want to separate yourself from the pack, you must have your own identity to stand out from the crowd.


Start with these questions:

  1. What colors will give you an advantage over competitors?
  2. What cultural data do you have that will support your color choice?
  3. What’s the gender and age of your target audience?
  4. What’s the behavior and the interests of your audience?

Be sure to think about these questions and answer them thoroughly. 



For your primary color, look for a single color that best embodies your business based on color meanings. 


Once you have your primary color, pick two to four colors to go along with it. These colors will compliment your primary one and can either appear next to it or independently. 


In addition to your main colors, you must select your neutrals. They’re important as they fill the gaps in your communication. Place them all together to test them in a few different combinations to ensure they complement one another and convey the message you’re aiming for.
Now that you know more about the power of color and the impact it has on your brand, time to choose your own colors! Remember that it’s 1000x easier to find the perfect colors once you know your brand’s DNA. I probably sound like a broken record, but it’s very important! I can’t stress it enough.

you know your brand’s DNA. I probably sound like a broken record, but it’s very important! I can’t stress it enough. 


Let’s rewind a bit. All things considered, up to this point, you should have your brand’s fundamental who, what, why, and how

Branding is long-term, not short-term. Remember? You do. Awesome! You must also consider that you’ll have to consistently keep putting your brand out there and engrave it in your customer’s mind. This happens over time. Don’t get too hung up on getting everything right and perfect the first time. The greatest brands on Earth are fluid like water and evolve and flow as time passes. 

The point I’m trying to make is, just get started. Whether you’re a personal brand or a branded product/service, you’ll need patience in getting from where you are now, to where you want to go. Just keep at it, day in and day out. Alright, end of sermon!


Check out this Adobe color wheel, it’s free. You can mess around with this tool to help you choose your brand colors. You have the entire rainbow to work with! Using this tool, you can have fun with different color patterns and palettes. Go nuts.

That about wraps it up (for now). Be sure to check back in weekly as we’ll continue dropping valuable and insightful blog posts for sales, marketing, business, and branding to help you conquer your dreams and create impactful change in your business and life. Until then, take care, take action and get to writing! You got this.

Adobe Color Wheel Linkhttps://color.adobe.com/create/color-wheel

Get more free content

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Give me your inbox and I’ll give you the latest and most effective tactics on how to grow your business through branding.