Top tips for how to choose the right brand color
- Manelik Sfez
- May 3, 2024
- 3 min read
Updated: Aug 25
Before you decide on your logo or tagline, consider what your brand's dominant color will convey to your audience. Because people first identify colors, then shapes, and finally, they read words. Thus, your brand color is actually the most important aspect of your brand identity, even before the logo!
But choosing the right flagship brand color isn't just about aesthetics, trends or personal taste (not even your designer's one); it's about psychology and identification.
First, develop your brand's positioning, values, and attributes. This is because when selecting your brand color, you need to have a clear understanding of your brand’s position in the market; it matters significantly more than you may think and you will see why below.
With this in mind, here’s how to select a color that not only stands out but also genuinely embodies your brand’s identity and ethos (and not what your competitors do or what your friends like).
How to choose based on the psychological impact of brand colors
Brand colors do more than decorate; they communicate. The psychology behind color is complex because it's both culturally specific and personal. However, understanding general trends can guide your choices and help you choose the right brand color to position your business in the market. Yes, this is what nobody tells you: your color choice symbolizes and supports your positioning. For instance, blue suggests reliability and professionalism, often used in finance and technology. Red, known for its intensity, is prevalent in industries driven by passion and excitement, such as food and sports.
A quick overview of color meanings
Each color carries different meanings, expresses a different attitude and positioning, and can influence customer perception much deeper and much more instantly than you think. Selecting the right shade can enhance brand recognition and foster brand loyalty (and create a perception bias that works in your favor).
- Blue: Trust, calm, and order
- Red: Passion, excitement, and danger
- Green: Growth, health, and tranquility
- Violet: Luxury, spirituality, and contemplation
- Black: Sophistication, formality, and mystery
- Orange: Creativity, fun, and youthfulness
- Yellow: Optimism, attention-grabbing, and energy
Strategic color positioning: top tips on how to choose the right, relevant brand color for you
Your brand’s color should reflect its positioning and aspirations and occupy a legitimate position both in the market and in the minds of your audience. Below, I give you three strategies to consider when selecting your brand’s primary color.
Route # 1: Integration
Integrating your brand’s color with the dominant hue of your industry can solidify its belonging while distinguishing it through nuance. However, if you’re a dominant brand in your market (in terms of size, most often), you might want to adopt black and red to signify your leadership.
For example, in a financial sector dominated by blue tones, the Swiss banking leader UBS stands out by opting for distinctive black and red, demonstrating leadership in the industry.
Route # 2: Revolution
If your brand aims to challenge the status quo, choosing a revolutionary color could be your answer. Complementary colors create high contrast and signify boldness. Orange’s choice in the telecommunications industry exemplifies this, as it breaks away from the conventional blue to signal innovation.
Route # 3: Rebellion
For brands that resonate with independence and disruption, selecting an unconventional color can speak volumes. Starbucks, for example, uses green to differentiate itself in the coffee industry, which traditionally favors reds and browns, emphasizing its commitment to sustainability and ethical practices.
Try it for yourself
There you have them, my top tips to choose an impactful (and relevant) brand color. Remember that selecting the right brand colors is a strategic decision that can significantly influence how your brand is perceived. Whether you choose to align with your industry standards, stand out as an innovator, or disrupt the market, your colors will communicate volumes before a single word is read.
About the author
Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.
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