Picking the Right Brand Colors for Your Audience

Sep 9, 2023 | Branding

Hey guys, it’s your girl Adrian M White aka Brand with AMW and I’m here today for another weekly Brand & Convert Chat and Chew. This is your chance to take a quick snack or lunch break and learn about all things branding, marketing, and entrepreneurship. Get your notebooks out because I have some juicy content to share.

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Research shows that up to 85% of consumers believe color is the biggest motivator when choosing a particular product, while 92% acknowledge visual appearance as the most persuasive marketing factor overall. Colors elicit emotions and feelings, which enables customers to form an initial impression without even knowing what your product is about. Put simply, brand colors are powerful in helping customers decide whether they want to engage.

And that’s our discussion for today, “Picking the Right Brand Colors for your Audience.”

Color psychology is the study of how colors affect perceptions and behaviors. It allows us to understand color and use it to our advantage, especially when it comes to marketing and branding.

Let’s think of some popular examples and their color schemes:

  • McDonald’s – There’s a science behind McDonald’s key colors. Red is stimulating, increasing the heart rate, and as a result, your appetite. Yellow is associated with being happy, plus it’s the most visible color to spot from a distance.
  • Google – Google chose red, blue, and yellow because they are the primary colors, but they added green to show they don’t always follow the rules. This childlike palette makes technology seem less intimidating—appropriate for a company that prides itself on making things really easy to use.

Here’s the meaning of colors:

Red is associated with danger, excitement, and energy. It’s also known for being the color of love and passion.

Pink is feminine, it’s sentimental and romantic. Different shades, like hot pink, can be youthful and bold.

Orange, like its namesake, is fresh and full of vitality. It’s also creative, adventurous, and associated with being cost-effective.

Yellow is optimistic. It’s a color associated with being playful and happy.

Green is natural, and often used to demonstrate sustainability. But it can also align with prestige and wealth.

Blue is trustworthy and reliable. It’s calming or often associated with depression.

Purple is royalty and majesty. It can be spiritual and mysterious.

Brown is down-to-earth and honest, often used for organic wholesome products.

White is pure. It conveys simplicity and innocence, often with a minimalistic feel.

Black is both sophisticated and elegant. It can be formal and luxurious, but also sorrowful.

Multicolor is united or open to anything. It’s great for capturing the spirit of diversity

When determining your color scheme, first, identify what your brand is about, as having a clear idea—what your brand’s goals are and how you want your target audience to feel—will help hone the best colors to choose for your brand.

Think about your brand in the following ways:

Brand goals: Do you want customers to be happy, to get rich, or be more informed?

Target audience: Do you want them to feel positive, confident, or intelligent?

Personality traits: Is your brand fun, serious, or inspirational?

The way you want to be perceived by customers can help further narrow down your color scheme. So while your product might be organic—a color typically associated with brown—your brand essence might be about celebrating the goodness, in which case you may choose to go with optimistic yellow. Even better, you could feature both brown and yellow to be part of your brand color palette.

If you need help determining your brand colors and developing your logo, feel free to book a complimentary brand strategy session with me at uniquebrandsthatconvert.com.

Comment below with any questions and join me this Friday at 1 PM EST in our private Facebook Community for Friday Lives. This is where you can participate in a live discussion on this week’s topic and Q&A. Don’t forget to follow me on Facebook, Twitter, and Instagram at Brandwithamw for more entrepreneur advice and a look into my everyday life.

Wishing you much success and good juju.

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