The right colors don’t just look good—they shape perception.
Before you dive into color choices, take a step back and think about your brand’s personality. How do you want your audience to feel when they experience your brand? What message are you communicating—not just through your offerings, but through your overall identity?
Define Your Brand Personality
- Gender: Does my brand lean more masculine, feminine, or neutral?
- Tone: Is it playful or serious?
- Value: Is it high-end or budget-friendly?
- Time: Is it modern or timeless?
- Age: Is it youthful or mature?
- Energy: Is it bold and loud or calm and understated?
Once you’ve defined your brand’s personality, it’s time to choose colors that not only reflect your identity but also resonate with your industry. Research shows us that blue hues, for example, emphasize competence, while reds make you appear bold and energetic. Everyone has psychological ties to colors, and using colors strategically in your brand will have a serious impact on how your brand is perceived by your audience.
Color Emotion Guide:
RED
Red sparks excitement and urgency. It’s the perfect choice if your brand is loud, youthful, and unafraid to stand out.
ORANGE
Orange brings energy and approachability. It’s used less commonly than red, which makes it a great choice for brands looking to be unique.
YELLOW
Yellow, the color of sunshine, is bright and happy. The cheerful vibe makes it a good choice if your brand is fun, accessible, and affordable.
GREEN
An incredibly versatile color, green can be used for just about any brand. Culturally, when people see green, they think of two things: money or nature. If your brand is tied to either of those things, green is an especially good choice.
BLUE
The most universally appealing color in the spectrum, blue is safe and reliable. If you’re looking to appeal to a wide demographic—and get them to trust you in the process—go with blue.
PURPLE
Purple is the color of royalty, so if you’re going for a luxurious and elegant feel in your branding, this is a safe bet.
PINK
Pink is culturally tied to femininity. If your brand is women-focused, pink should be a definite contender for your brand color. It’s also a great color for brands that want to feel nurturing or stylish.
BROWN
Brown is rare in branding, but can actually be a strategic advantage. It feels grounded, masculine, and rugged—ideal for the outdoors, craftsmanship, or tradition.
BLACK
Black is bold, minimalist, and elegant. If going for sophistication and edge, black delivers that timeless, high-end feel.
It’s also important to see where your brand colors fit in your industry. Tech companies favor blue, retail leans on red, while green is typically found in agriculture. You can play it safe and join the crowd, or take a risk and do your own thing.
When it comes down to it, the best logo color for your business is the one that fits your brand’s personality. If it doesn’t feel right, it may be time to redefine your brand and choose a color palette that speaks to who your brand looks and sounds like today.
