The first step in creating your corporate identity is selecting your color scheme. This palette will cover your logo, website, marketing materials and office decor. Understanding how color affects your consumers will help you market your products effectively.
Don’t think colors impact your purchasing decisions? Would you go to a bakery that was black and red? Would you invest your money in a bank that was pink and yellow? Would you enroll your child in a preschool that was black and brown? Do you think of America when you see red, white and blue? Do you think of Halloween when you see orange and black?
Colors and Psychology
White: Pure, Clean, Simple
Brand Examples: Apple, Wikipedia
Yellow: Warmth, Optimism, Hope, Energy, Summer
Brand Examples: McDonalds, Yellow Pages, Sprint
Orange: Health, Fun, Inviting
Brand Examples: Nickelodeon, Amazon, Harley-Davidson, Tide,
Red: Bold, Aggression, Passion, Heat, Danger, Power, Attention Grabber
Brand Examples:Coca Cola, ESPN, Red Bull, CNN, Netflix, Wells Fargo
Pink:Romance, Energy, Youthfulness, Sweet, Girly, Flirty
Brand Examples: Barbie, T-Mobile, Pink by Victoria’s Secret, Hello Kitty,
Purple: Royalty, Wealth, Intelligence, Decadence, Mystery, Creativity
Brand Examples:Los Angeles Lakers, FedEx, Milka, Yahoo!, Hallmark, Cadbury,
Blue: Secure, Dependable, Progress, Loyalty, Truth, Trust, Relaxation (lighter hues)
Brand Examples: Ford, The Weather Channel, Dell, Fox, WebMD, Facebook, Hilton, USAA
Green: Fresh, Health, Organic, Growth, Money (darker hues)
Brand Examples: Starbucks, BP, H&R Block, John Deere, Heineken
Brown: Durability, Earth, Warmth, Strength, Familiar
Brand Examples: UPS, Louis Vuitton, Gucci, Sprinkles Cupcakes
Black: Wealth, Power, Classic, Sleek, Serious, Dramatic,
Brand Examples: Nike, BMW, Chanel, Playboy, MTV, Lexus, Amazon
Note: Colors evoke and symbolize different feelings in different cultures throughout the world. The color meanings above are for consumers based in the United States.