Every color has its own emotional connections. This series explores the gut-level impact of various colors, to help you choose the right color for your brand.
Ask yourself: Why did ancient Romans name a reddish dot in the night sky, “Mars”? This is not an astronomy riddle. It has everything to do with the main color you select for your logo and brand.
Your logo’s dominant color sets the tone for your brand and business — for marketing, sales and much more. As an entrepreneur you have many options, and there’s a broad spectrum (pun intended) of nuances among color choices. Carefully consider the nature of your business and envisioned character of your brand.
A good fit between color, logo and brand can affect your business’s ultimate success. So take your time, think it through, let your intuition work also, and test your initial choice of color with people whose taste and opinions you respect.
Colors affect people’s thoughts and feelings, so your logo’s dominant color will affect how your potential customers, partners, employees, investors and other stakeholders may think and feel about your business. What color choices might resonate with your intended audience?
Before taking a deep dive into color, think about what various colors mean to you and the people you do business with.
How do people instinctively respond? Truth is, our color perceptions aren’t really instinctive. You aren’t born with gut reactions to certain colors. Surprisingly, color is largely learned. From the time you’re an infant, you pick up color meanings from the people and culture around you. Blue for boys and pink for girls? It’s all cultural. When you attend a funeral in the US, you wear black, the color of mourning. At traditional weddings, the bride wears white. But in India, white is the color of mourning. In China the bride wears red, a lucky color. And so forth.
In this series we’ll assume you are selling into Western markets to audiences who share your general perception of colors and what they mean.
In coming posts we’ll tackle individual colors and, from a branding standpoint, see what makes them tick. Stay tuned!