Why choosing the right colors for your brand is important

Graphic Design

One of the first things many people notice about a brand is its color. Color can help you recall a product before it fully comes to mind. When you think of Target, you probably think of red instantly, and then its symbolic target “bull’s-eye” symbol. Choosing standout colors is important, but it’s not as easy as one may think.

There are a lot of factors that go into deciding what your brand colors are going to be. Are you going to use multiple colors? Does your color serve to imply a certain function? And how do you decide?

Base it on your customers.

It’s important to determine who your target customers are and what they are looking for first. Once you get that nailed down, take a look at the meaning behind each color—as each color means something different. If you’re a perfume company, for example, it would make sense to use black or reds in your logo to portray power, elegance, or passion. 

The study, "Impact of color on marketing," states that “People make up their minds within 90 seconds of their initial interactions with either people or products. About 62-90 percent of the assessment is based on colors alone.”

You may have the best product in the world, but if your color is a turn off, then your product may be, too.

We decided to test our memory out on brands and their colors for ourselves. Here’s the turnout:

Jimmy Hoover, Graphic Designer

Jim Stepp, President

Ashley Smith, Associate Editor and Content Strategist

Lauren Manecke, Branded Content and Social Media Strategist

Kathy Dorff, Executive Editor

So, we may not have gotten the colors exactly right each time, but we did know what the logo should look like. Way to go brands, you stand out in our memories!

If there is one thing we are sure about color, it’s that it’s an inexpensive way to make your brand have a huge impact. Do you need help picking out the right colors for your brand? Contact us today to get started!


 Lauren Manecke, Branded Content & Social Media Strategist

 As the team’s social media strategist, Lauren manages, creates, and publishes  content for a variety of clients in order to achieve their marketing goals. When Lauren isn’t scrolling through social media, you can find her at home binge watching documentaries on Netflix. 

  1. branding
  2. content marketing
  3. design
  4. graphic design
  5. marketing strategy

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