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The Persuasion of Color in Branding

Colors seem so basic in our everyday lives. They seem to exist so intrinsically in our minds that we glaze over their beauty, meaning and associations without a second thought. Did you ever stop to ask yourself why blue is your favorite color?

Color is such an important part of marketing, yet has minimal data to back up our thoughts on what each one means. Perhaps that’s because there are so many variables to interpreting color. Our personal preference, how we were raised, our life experiences and even our cultural differences play a part in how colors make us feel.

Regardless, there is a reason you feel happy when you see this yellow driven photo:


If you have read our blog on "The Branding Style Guide You Never Thought You'd Need", then much of this will seem familiar; however, let’s dive deeper into color.

Over time, marketers have tried to discover what emotions are associated with individual colors.


In the color emotion guide above, you can see which brands fall into color categories driven by feelings. According to HelpScout researchers found that up to 90% of snap judgments made about products can be based on color alone” (depending on the product).
 That information does not stand alone. Consumers are also assessing if the product the brand represents is correctly associated with the way the color makes them feel.

Studies show that how a brand is perceived is directly related to their purchasing behavior.

Can you imagine if the Harley logo was was pink? It might not make you feel as rugged and cool; therefore, it might lead to the purchase of another brand’s motorcycle.

That being said, it is important to research and know your competitors. Why? knowing their branding can help you to set yours apart. For example, if all car brands like Ford, GM, and Volkswagen all use blue in their logo, a version of blue (like purple) might help you stand out.

The true discovery of the depths within your brand is what will lead to your color branding success. Stay away from generalized statements like “blue means reliable”. The color blue can mean many things, including technology, cleanliness, social media and more.

Sometimes, when a client comes to us looking to build or re-build their brand, we come up with several mood boards. They look something like this:


The client knows their brand better than anyone, and their gut reactions to color, feel, texture, font are all instinctual. This helps us to understand how they want their consumers to feel when they see their logo or any other piece of their branding.

Once you’ve discovered your true brand identity, a style guide should be documented for internal and external use. With this brand style guide, you ensure continuity and consistency for each time your logo/name is used. 

Download our branding style guidelines here: 

Download Your Free Brand Style Guide Template



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