Brand Colors: Everything You Need To Know

Brand Colors

In a world where visual power is king, it’s important to have colors that are unique and stands out. The product itself isn’t the only thing that matters.

It is important to have a logo for your company. The logo will be displayed wherever you are located. It is important to choose a logo and colors which represent the activities you promote to stay etched in the minds of your consumers.

This article will explore the psychology behind colors so you can use them during the website development process.

Psychology of color

Colors can have psychological and emotional associations which influence our perception of a brand. Also, consider the message and emotions you wish to evoke among your customers.

The most common colors used to express emotions and psychological states are shown below:

  • Red: The color red is associated with passion, energy, urgency, and action. It can bring out intense emotions and draw attention. Red is associated with love, and it can also stimulate appetite. Red can also be a sign of danger or alert.
  • Blue: Blue transmits tranquility and confidence. It also conveys security and professionalism. It can also inspire feelings of serenity and calm.
  • Yellow: Yellow is a color that represents happiness, joy, and positive energy. Yellow is a vibrant and energetic color. It can attract attention. Yellow can overwhelm or cause anxiety if used in excess.
  • The color green is associated with nature, freshness, and health. It is associated with feelings of harmony, growth, and renewal.
  • Orange: orange is a vibrant, warm color associated with creativity, excitement, and energy. You can express enthusiasm and attract people. You can also use it to convey fun and youthfulness.



It’s important to compare the colors of your brand to those of competitors. Here are some things to consider in this regard.

Research Your Competitors

Analyze colors used by direct competitors to see if they are a trend. You may want to look at alternatives if they use the same colors.

If certain colors are widely used in your industry and popular, you may want to consider them and use them creatively.


Choose colors that stand out and are memorable to your customers. Your brand could be confused with other brands if all of your competitors are using the same colors.

You can make your brand more memorable by choosing colors that are unique but still appropriate for your industry.



Consider your business target audience’s demographic profile, including age, gender, and culture. Research is important, as colors can mean different things in different cultures. Make sure you choose a color that suits your target audience.

Learn about the cultural meanings and associations of colors

The meanings and associations of colors can be different. In some cultures, red may evoke passion and energy, while in other cultures it could be associated with bad luck or danger.

Test a color and ask for feedback

Get feedback from your audience before committing fully to a particular color. You can use focus groups, surveys, or social media to gauge the reaction and preferences of your target audience.


Brand personality

Colors should reflect the personality and values of your brand. Bright, vibrant colors are appropriate if your brand is youthful and fun. If your brand is elegant and sophisticated, you might prefer darker colors.

Consistency between the colors in the logo and brand identity is crucial to creating a solid, recognizable image.


Color Combinations

Along with choosing the primary color of your brand, you should also consider complementary color combinations.

Use the color wheel to find harmonious and balanced colors. Also, choose from complementary or analogous colors, which are opposite colors on a color wheel.


Readability and versatility

Make sure the colors chosen work well across different platforms and contexts. Also, think about how your logo would look on different media and sizes, including print, digital screens, or mobile apps.

Take into consideration the psychology of colors, your brand’s values, your target audience, and your competitors to build a brand that is well-known in the market.

Are you looking for ways to improve the online visibility of your brand? Contact us at Digital Specialist today, and our experts will provide you with the best and most cost-effective digital solutions.