How to Choose Brand Colors for Your Business (The Ultimate Guide)

Selecting brand colors is a crucial step in establishing your brand identity. Begin by considering your brand’s personality and values.

Choose colors that evoke the right emotions and resonate with your target audience. Keep it simple with a primary color that represents your core message and one or two complementary colors.

Ensure your brand colors are versatile and work well across various media. Test how they appear in print and digital formats.

Ultimately, your brand colors should be memorable, unique, and reflective of your brand’s character, helping you stand out in the competitive market.

What Are Brand Colors?

Brand colors are specific colors that a company or brand chooses to represent its identity and create a consistent visual image.

These colors are a crucial part of a brand’s visual identity and are used in various aspects of marketing, such as logos, packaging, websites, advertisements, and promotional materials.

Brand colors help create a cohesive and memorable brand presence, making it easier for consumers to recognize and connect with a brand.

Why Are Brand Colors Important?

Brand colors play a crucial role in establishing a strong and memorable brand identity. The significance of brand colors goes beyond mere aesthetics; they contribute to a brand’s overall perception and recognition.

Here are several reasons why brand colors are important:

  • 1 Visual Recognition: Consistent use of specific colors helps consumers quickly identify and remember a brand. This visual recognition is essential for brand recall in a crowded market.
  • 2 Emotional Connection: Colors evoke emotions and feelings. By choosing the right color palette, a brand can create a specific atmosphere and connect with its target audience on an emotional level, fostering a positive association.
  • 3 Differentiation: In a competitive market, distinctive brand colors set a company apart from its competitors. A unique color scheme helps consumers distinguish one brand from another, aiding in brand positioning.
  • 4 Brand Personality: Colors can convey a brand’s personality and values. Whether it’s trustworthiness, innovation, or friendliness, the right choice of colors can communicate these traits to the audience.
  • 5 Marketing and Advertising Impact: Brand colors play a pivotal role in marketing and advertising strategies. They can attract attention, convey messages, and influence consumer behavior in terms of recognition and purchase decisions.

Role of A Logo in Branding

The logo plays a crucial role in branding for any business or organization. It is a visual representation of the brand and serves several important functions:

  • Identity: A logo is often the most recognizable element of a brand. It helps create a strong and memorable visual identity for the business. When people see the logo, they should immediately associate it with the brand and its values.
  • Recognition: A well-designed logo helps customers and the public quickly identify and remember the brand. It distinguishes the brand from competitors and stands out in the minds of consumers.
  • Trust and Credibility: A professional and well-designed logo can convey a sense of trust and credibility. People are more likely to trust and do business with a company that has a polished and consistent brand image.
  • Consistency: The logo sets the tone for the entire brand identity. It should be used consistently across all marketing materials, from business cards to websites. This consistency helps reinforce the brand’s message and values.
  • Differentiation: In a crowded marketplace, a unique logo can help a brand stand out. It should reflect what sets the brand apart from its competitors, whether it’s through color, shape, or symbolism.
  • Emotional Connection: A logo has the power to evoke emotions and associations. The choice of colors, fonts, and symbols in the logo can convey the brand’s personality and connect with the target audience on an emotional level.
  • Simplicity and Memorability: A good logo is simple and easy to remember. Complex or confusing logos are less likely to make a lasting impression. Think of logos like the Apple logo or Nike’s swoosh, which are simple yet highly memorable.
  • Scalability: Logos need to work well in various sizes and across different mediums, from tiny app icons to large billboards. A well-designed logo remains effective and recognizable at any scale.
  • Versatility: A logo should be versatile enough to adapt to different applications and contexts while maintaining its core identity. It should work in both color and black-and-white and in various layouts.
  • Longevity: While logos can evolve over time, a good logo should have a degree of timelessness. Frequent logo changes can confuse and alienate customers, so it’s important to strike a balance between staying current and retaining brand recognition.

Colour Meaning

The most important of all the facts is understanding the meaning of various colors to be used. The reason for this fact is that each and every color has a different perception and different significance.

Thus, to understand the facts, before using various colors for your brands, understand the inner meaning of each color.

  • Red – This color signifies attention, power, anger, passion, and love.
  • Orange – This color signifies creativity, joy, importance, success, and determination.
  • Yellow -Yellow is the color that signifies happiness, intellect, energy, and optimism. 
  • Green – This is the color of peace. It signifies nature, growth, finance, freshness, and stability.
  • Blue – The color of the mermaids. This signifies security, communication, technology, and wisdom. 
  • Purple – This is the most vulnerable color. This color symbolizes femininity, compassion, love, caring, and youthfulness.
  • Brown – This is the color of the earth. It is the symbolism of earthy, retro, reliability, comfort, and endurance.
  • White – White symbolizes purity, balance, peace, precision, and minimalism.
  • Grey – Grey is the color of neutrality. It has to itself patience, intelligence, maturity, and melancholy.
  • Black – Black is the symbol of sophistication. It symbolizes elegance, power, edginess, and mystery.
brand colors

How To Choose Your Brand Colors?

Know Your Focus

Before a start-up or choosing your brand color, you should be clear about what you are trying to focus on.

The fact in the case is that without being clear of what your brand is trying to focus on, it’s insane about choosing the right color for your brand. Colors differ with the company’s products.

Colors are a great symbol of what the company is selling the products. Thus, maintaining a clear focus is quite necessary for choosing the right color for your brand.

For example- Nike has the best color for its brand 

Think Psychologically

Colors evoke emotions and psychological responses. It’s essential to consider the psychological impact of different colors.

For example, red can symbolize excitement and passion, while blue may convey trust and reliability.

Yellow often represents optimism, and green is associated with nature and growth. Understanding these psychological associations can help you choose colors that resonate with your brand’s values and messaging.

Experiment Boldly

When the first ketchup bottle was sold, it had around 10 million customers, summing up revenue of almost 23 million dollars.

The color of the ketchup bottle was modified and turned into green. If you want to be a successful entrepreneur and want your brand color to fit your resources, never be afraid to experiment.

The experiment brings great luster and potential to your brand. Try and experiment with various colors, and thus you will find the right color to suit your brand. 

For example- the exquisite colors led by its brand is none other than Coca-Cola.

Evaluate Your Competition

This is the most important and versatile thing you should look for.

The major fact is that while operating in a large-scale market, you will find numerous competitors beside you. To uphold the fact, you need to be unique and ravishing than others.

Take a closer look at your competitor’s logos, their brand colors, and the symbolizing of their colors. Go through their website, their logos, and the inner decorations of their brand. This will bring about exquisite color for your brand.

Create The Exact Mood Board

Another of the most important things to focus on while choosing the best brand color is creating the exact mood board. This can be done by implementing colors of different logos or evaluating the colors of different brands.

The best of the process in hand is using the canvas color palate tool. This is the most recommended tool for creating the exact mood board. Experts suggest that you can also use the 60-30-10 rule.

This is a mixing of three different colors in 60-30-10 percent, respectively. This, too, will help you in creating the exact color for your brand.

Choose Your Familiar Color

This is another of the facts that you should keep in mind. Choose the exact color for your brand with your familiar colors. As mentioned, never be afraid to experiment.

Thus, keep in mind, try to implement various colors for your brand from your favorite choice of colors.

This will help you select the most exquisite color and, moreover, will give your brand a different and unique outlook.

For example- Mcdonald’s has got colors which suit it fine.   


Research before you choose the color for your brand. The reason for the fact is that each and every color has its uniqueness and ability to differentiate.

Research something that is too much needed to choose the right brand color. Different colors have different perceptions, and thus, it’s quite necessary to evaluate the right color.

This will help you grow your brand in the most outward way possible and also will maintain a certain portion of uniqueness in it. Research the differences between each and every color, and then choose the right one for your brand. 

Ways For More Inspiration

Use advanced methods for more inspiration. This is the most systematic and most organized manner of choosing your brand color.

Take ideas from Instagram, Facebook, and other social media sites. The reason for this fact is that the more innovative you are in your thoughts and ideas, the more developed you will be. Use advanced methods and tools like adobe Photoshop, canvas tools, and platelet tools.

This is one of the most desired and the most exquisite ways of choosing your brand and making it more appealing.

For example- Starbucks has got the most exquisite color for its logo. 

60-30-10 Principle Should Be Used Wisely

Use the 60-30-10 rule quite wisely. Don’t try and mix any color in its most patent way.

The reason for this fact is that the wiser you are in choosing the right and exact colors, the more eligible you will be. Focus on how much color to add and how much you should mix the proportions of different colors.

Mix colors using this rule quite wisely and in an efficient manner. 60% should be your primary color, 30% should be your secondary color, and 10% should be your accent color.

Research On Common Associations

Research on the logos of various common associations. Use their ideas and their means in choosing the right color for your brand.

Great and big associations have got with innovators who apply technologies on a wide scale in choosing a brand color.

You can research and analyze the brand color of various and vast associations and try to figure out your brand color. This will let you choose the right color for your brand.

Keep your research focused on the exact meaning of which colors other brands are using and why. The definition of different colors and the symbolism of each. Your research will be the greatest strength of your choosing the exact color for your brand.  

Use A Neutral Color

Start with a neutral color. Nor too bright nor too low. The reason for the fact is that choosing a neutral color at the very beginning will keep your brand idea and concept focused.

This at all will help you in formulating the right business policies for your brand. Keep your first color neutral and not too attractive.

This will quite be ensuring and will keep your products up to its marked level. Moreover, neutral colors won’t attract any political unfitness towards your brand thus keep your brand politically and socially safe. 

For example- Apple uses a neutral color for its brand.

Add Pop Colors

Use vibrant and pop colors to add uniqueness and exquisite features to your brand color. This will be the most vibrant and the most ravishing way of characterizing your brand color. The most possible way is to maintain the quality and proportions of vibrant colors.

Before using the vibrant or the pop colors be specific on which of the places you are going to use these colors. Try to stay neutral but also add vibrant and exquisite colors which will bring about a ravishing feature to your brand.

Don’t overreach or overload your brand color or ts logos with pop colors. Use the colors wherever necessary. It can be endured in the interiors or in the color of the supplies or the products.

For example- Uber has got pop colors added to its brand

Famous Examples Of Brand Colors


Apple’s use of white in its product design and packaging is aligned with its minimalist, sleek aesthetic. White symbolizes simplicity, elegance, and a modern, clean approach to technology, which has been a hallmark of the brand’s image.

apple logo


McDonald’s bright yellow-golden color, often referred to as “McDonald’s Yellow,” is instantly recognizable. It conveys friendliness, affordability, and the quick and easy dining experience that the fast-food chain is known for.


Tiffany & Co.’s signature light blue, known as “Tiffany Blue,” is closely associated with luxury and exclusivity. It’s a custom Pantone color (Pantone 1837) created specifically for the brand, and it represents the timeless elegance and quality of Tiffany’s jewelry.

tiffany logo


Facebook’s use of blue, specifically “Facebook Blue,” represents trust, reliability, and a sense of connection in the social media space. It is also meant to evoke feelings of calm and security in the digital realm.

facebook logo


United Parcel Service (UPS) uses a deep brown color, known as “UPS Brown” (Pantone 491), which symbolizes reliability and trustworthiness in the delivery and logistics industry.

The brown color is associated with the company’s longstanding commitment to delivering packages safely and securely.

ups logo


Starbucks’ green color, often referred to as “Starbucks Green,” symbolizes freshness, growth, and the brand’s dedication to quality coffee.

It also reflects the company’s focus on sustainability and environmental responsibility.

starbucks logo


IBM’s use of blue represents reliability, stability, and trust in the technology sector. IBM’s “Big Blue” has been a long-standing nickname for the company, further emphasizing the importance of this color in its brand identity.

imb logo

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