Why Choosing the Right Colors Matters

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Whether you’re a business owner or a marketer working for a new brand, you must know how important it is to choose the attributes for your brand to achieve the goals you set for your business. When designing a logo, you need to consider the best that reflect your brand’s message and values. And, part of that decision is to choose the right brand color palette because choosing the right colors matters in achieving your ultimate success.
right colors mattersAs a brand, your logo is the first thing that most of your target audience sees when they initially come across your business. It’s the thing that makes your brand recognizable even to those who can’t read the rest of your packaging or your ads. For instance, the Coke logo, that classic Coca-Cola script, is the most recognizable brand in the world even among those who can’t read the words. In fact, the word Coca-Cola is the most recognized word in the world after “OK”.

In addition to any graphic elements comprising your logo, it’s the colors of your logo that stand out to consumers. The specific color palette that you choose will capture the attention of your target, evoke certain emotions in their minds, and even influence their behavior. Hence, choosing the right colors matters for the success of your brand.

So, you should take plenty of time and give plenty of consideration when determining your brand colors. You can use a vaporwave palette for inspiration if you’re stuck or you can find suggestions online. For instance, Kuler, a product from Adobe, helps you choose colors that work well together using the color wheel to find complementary, contrasting, and coordinating colors, as you commonly choose several colors to represent your brand.

Consider the most popular brands of today, like Apple or McDonald’s. As soon as you hear these names, you probably think of each brand’s logos and the color palette that they use to represent their brand. BTW, the Apple logo, an apple with a missing bite, derives from the death of the father of modern computers, Alan Turing. Convicted of homosexuality in England after saving countless lives by decrypting Nazi messages. His sentence included chemical castration to cure his urges. The drug made him feel bad and he took his own life by biting into a poison apple. An interesting and colorful history that’s a hidden message in the brand symbol [source].

If you want to make your brand as globally recognizable as Apple or McDonald’s, you need to master your brand colors! To help you on your way to worldwide brand success, we’re going to dive further into why your brand colors are so important.

Choose the right colors

How colors can impact your brand’s success

Colors elicit certain emotions and feelings based on cultural meaning, which can greatly influence the way consumers behave. The colors you use in your logo. packaging, advertising, and online content create a certain character or mood around your business.

The concept of color psychology is fascinating and it’s an important concept to wrap your head around as a business owner or marketer. You can change the way people interact with your business and build a particular brand reputation by simply choosing the right colors. Below, you see the classic treatment of color psychology to help you determine which colors are right for your business.

right colors matter
Image courtesy of Mountain Vista Psychology

The reputation of the same color palette can increase brand awareness and brand identity, impact consumer emotions related to your brand, and provide incentive to choose your brand over the competition. Your color palette also acts as a shortcut to identify your product, associate your brand messaging with the product, and help you stand out from your competitors. When you’re consistent with the same few colors across your branding, customers will learn to associate this color palette with your business.

Building a high level of brand awareness is vital in the modern day, where competition is rife and customer demands are high. Your brand colors have the unbelievable ability to impact your leads and sales by influencing their purchasing decisions.

Where should you use the same brand colors?

It’s not just your logo that requires consistent use of your chosen brand colors. You should use an identical color palette across every aspect and area of your business. You should also use the same brand colors in your web design, social media content, email marketing campaigns, promotional tools, product packaging, and in your store or office if you have one. You can even create uniforms for your staff that contain your core brand colors. Consider the ubiquitous green and white of Starbucks that continues through their store, their cups, the aprons worn by staff, and everything else related to the brand.

Consistency is key to building brand awareness, and it’s one of the vital components of business success. When you consistently show up for your customers and your brand identity is crystal clear, you’re more likely to build a positive reputation for your business. People begin to know what to expect from your brand and they develop a level of trust in your business. In turn, they are more likely to do business with you and become a loyal, long-term customer.

How to choose the right brand colors

Now that we’ve established just how important it is to get your brand colors right, it’s time to give you some advice on how to choose the right colors for your business.

First and foremost, you need to understand the psychology of colors and what each color represents as reflected in the image above. Each color has a different set of connotations and meanings, so you need to carefully consider which colors are the best fit for your brand. Colors are a significant element in establishing your brand personality, which draws your target market to your brand. Below, you can see how various businesses use brand personality to build awareness and stand out from their competition.

the right brand personality
Image courtesy of Sketch Corp

Some colors are more associated with certain industries than others. You need to also think about the specific message you want your brand to communicate. What are your brand values? What do you want people to think and feel when they see your brand colors? For example, blue is often seen as a business color to establish credibility and substance for the brand, while green is more natural and organic and hints at a commitment to sustainability.

Once you have a good understanding of the psychology of colors and what message you want to communicate, you can start to play around with some color combinations. There are a few tried and tested color combinations that can help to create a certain mood for your brand. For example, blue and yellow is a classic color combination that often denotes happiness and positivity. If you want your brand to be seen as trustworthy, you could consider using a blue and white color palette. If you want your brand to be seen as luxurious, you could use a black and gold color palette. For instance, the gold packaging in Godiva matches the sense of richness the company wants consumers to see as part of its product.

Of course, you don’t have to stick to just two colors. You could use a three-color palette or even more if you want to. Just make sure that the colors work well together and that they communicate the right message for your brand.


Your brand colors are important for a number of reasons. They can help you to build brand awareness, communicate your brand values, and even influence consumer behavior.
When choosing your brand colors, you need to carefully consider the message that you want to communicate and the specific feelings that you want to evoke. Use a vaporwave color palette for inspiration and try to stick to a limited number of colors to ensure consistency.

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