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colors in marketing

The Importance of Color

Everything visual that your company creates for marketing purposes, whether it’s a logo, email fonts, or social media images, communicates something about your brand to your audience. While choosing colors for your logo and branding campaign may not seem like a major decision, research has shown that colors have specific psychological affects on viewers. Colors visually communicate certain messages and conjure up specific feelings and associations in viewers’ minds. Some of these associations are universal, whereas some are specific to different cultures. Keep in mind that you can experiment with various shades and coordinate different color combinations to create a more complex message through color. When it comes to logo design, website design, and creation of visual advertisements, you should carefully consider the meanings of the colors you choose to represent your brand.

Choosing Colors

Before viewing the color chart and explanations below, jot down a few keywords that you want to describe your company. How would you like your audience to see you? Then glance through the following color meanings. Choose one dominant color and two or three supporting colors that fit with the company identity you hope to portray. Consider different shades of each color to reach the best visual appeal and message for your company. This is a great start for not only logo design, but also for the basis of your website and social media images. As much as possible, keep your color scheme consistent throughout all company visuals. This creates a consistent sense of brand unity and identity.

Marketing Color Meanings

Color Meanings:

Orange:

A striking, modern color that communicates creativity and productivity. Orange is known as a “call to action” color that makes a bold statement. It’s also a little fun and playful, but can be sobered up when combined with a more somber color such as gray or white. As you can see, orange and gray are the colors we’ve chosen for Visibly Connected! Companies: Bing, Home Depot.

Yellow:

An immediate attention-grabber (think of caution road signs!). It stands out; it’s bold and eye-catching. It’s also somewhat frequently used, for those reasons. It communicates friendliness, happiness (think of daisies, sunflowers, smiley faces), and intelligence (light bulbs / enlightenment). Companies: McDonalds, Subway.

Green:

A universally likable color: the color of nature. Green is easy on the eyes and communicates a sense of health, freshness, and vitality. It can also convey confidence and a sense of wealth/financial success. Companies: Whole Foods, Regions Bank.

Blue:

Portrays trust, security, reliability, and optimism. Blue, in differing shades, is most often chosen as people’s favorite color. It also conveys a sense of calm and peace. Companies: Lowe’s, Facebook.

Purple:

This rich color has traditionally been associated with royalty and privilege, since in ancient times it was a very expensive dye color. Today it also carries an association of being approachable, down-to-earth, and loyal. This is a less common color choice for company logos, which can make it appealing as a more unique choice. Companies: Yahoo, Hallmark.

Red:

This bold color conveys a sense of energy, urgency, or danger (think of stop lights, warning signs). It’s also the color of love, romance, and emotion, as the seasonal aisle near February 14th proves. Looking at the color red actually causes your heart rate to increase! This color is a good choice for vibrant, energetic, competitive companies. Companies: CNN, Netflix, Coca-Cola.

Pink:

(Not on the chart, but think of it as a softening of red). Pink is often used for soft or delicate things. It brings a sense of light-heartedness, approachability, and femininity to businesses. Most companies that use pink combine it with another color to create a softer combination. Companies: Baskin Robbins, Dunkin Donuts.

White:

White is modern and simple. Clean, crisp white denotes purity and transparency in a company, which conveys a sense of trustworthiness. It’s most often combined with black or gray to create a crisp, luxurious, modern look (think of a suit or tuxedo). Companies: Nike, Apple, The White Company.

Gray:

A somber color that’s useful to bring a tone of seriousness to otherwise bold, fun colors. It denotes maturity, respectability, security, respectfulness, and technological advancement. When combined with black, it creates a serious, strong combination. Companies: Nissan, Toyota, Calvin Klein.

Black:

Creates a strong sense of sophistication, strength, sincerity, and power. For this reason, car companies, banks, and newspapers often use it. Black is very handy for bringing a sense of luxury, sharpness, and sobriety to other colors. Companies: Adidas, The New York Times, Lexus.

Choosing the best colors to represent your brand is an important decision that requires adequate analysis and experimentation. If we at Visibly Connected can help you figure out what would work best for your company, contact us today!

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Kati Crump

Kati is a social media writer for Visibly Connected. She enjoys creating a unique voice and personality for each business that she represents, and establishing effective communication between that business and its customers.

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