Color Cues: What Colors Mean for Your Business Logo and Branding Materials

On August 6, we posted a new infographic about designing a company logo. In it, we shared the most popular colors for the world’s logos and the common associations attributed with each color. We’ve had a lot of interest in that infographic and wanted to share some more info about color.

Before we discuss colors as they relate to your business logo and branding materials, picture your favorite brands. How do feel when you see the green Starbucks, red Target and orange and pink Dunkin’ Donuts logos? The bright hues of Dunkin’ might have you feeling energetic and excited (recalling your last jelly doughnut might factor into that, too!); Target’s red is eye grabbing and action-oriented (it says what you’re thinking: “I’m ready to shop!”); and you may associate Starbucks’ green with being trustworthy and eco-friendly (like those recycled cup holders of theirs). The takeaway: Colors evoke an emotional connection as well as an association to a company’s key characteristics.

Colors affect consumers on a deeper subconscious level than they know — there are many studies that support this theory. It is this emotional response that you should consider when deciding on colors to brand your business, including your logo colors and important marketing materials, like business cards, as they impact the decisions customers make about what products and services they choose.

Your brand materials should carry your brand colors. These marketing pieces all represent your company and should not vary in their look and feel. If you are launching or rebranding your business, consider the following colors and their meanings to make the right color choices for your company.

Red
Red is an energetic, passionate color and also symbolizes speed and strength. If you are looking to make a bold statement with your small business logo and brand materials, this color is the way to go.

Blue
Blue is tranquil and calming, and has a clean look about it. The hue is the most popular color in the United States, and people associate it with loyalty and trust. If you are trying to win people over with the reliability of your service, consider incorporating blue into your branding.

Yellow
Yellow exudes cheerfulness, warmth, focus and attention. The bright shade is popularly used on road signs and taxis for this very reason. If you want to get your business noticed and come off with an upbeat energy, this visible color will do the trick.

Green
This hue is known for being fresh, lucky and peaceful, and is associated with nature and youthfulness. If you want clients to feel hopeful when they use your product or service, or if you want your business to come across as youthful, incorporating green might be a good choice. It also, of course, is the go-to color for eco-friendly businesses.

Purple
Purple is associated with mystery, sophistication, passion and luxury. If your brand is catering to a luxury market, you might consider integrating a shade of purple.

White and Black
At the opposite ends of the spectrum, white is considered pure, innocent, sterile and peaceful; black is deemed to be powerful, strong and ominous. White is a clean, neutral color that is great as a backdrop on your marketing materials and professional business cards. Black, on the other hand, can target a high-end customer or be used to add mystery to your brand’s image. Just make sure that when adding white text to a dark background (also known as a “reverse” text) on your brand materials that you use a thicker font for readability.

Have a question about choosing colors for your brand materials — or maybe a story behind why you chose your brand colors? Leave us a comment below, on our 123Print Facebook page or tweet us @123Print.