Here is a secret to brand marketing: it’s all about colors. From positivity to professionalism to prestige, colours are the clearest and most convenient visual indicators of your brand identity.

Research has shown that the clever use of signature colors can increase brand recognition up to 80%. Using the right colours can evoke certain emotions in your consumers, affecting their purchasing decisions and creating a strong brand-based loyalty. Unfortunately, the downside to this is that using the wrong colors has the terrifying ability to ruin brands in the marketplace. 

Here is a list of 6 colors and their appropriate associations: 



Color Code: calmness, responsibility, dependability, trustworthiness, and confidence.

Blue is the most popular color choice for several professional brands as it makes them appear professional, non-threatening and worldly. It is generally used in companies where security is the most important concern, such as social media and banking, as it puts people at ease. On the other hand, it is probably the least appealing color to use for appetizing brands as it indicates spoilage. Blue also tends to have a male association in the marketing industry.

For example, Facebook and Twitter both use blue in their logos, making them appear dependable to their consumers. The Blue Shield Cross association also uses blue in their branding and their name, and the color emphasizes their trustworthiness and reliability to their customers. 



Color Code: energy, passion, excitement, anger, and danger

Red is a passionate color, and so it must be used wisely. It is generally used to evoke powerful emotions and prompt action, and is the most successful with brands who have bold marketing strategies.

For example, red has been Coca-Cola’s signature color for decades, aligning with the company’s bright branding and current motto: “Real Magic”.



Color Code: health, freshness, serenity, safety, and prosperity. 

Simply put, green represents life. It is often used by health and fitness companies as well as environmentally friendly companies as it signifies health and generosity. Using the right shade of green is also a must-know for anyone in the industry: while lighter shades are calming, darker shades can sometimes be associated with prestige and wealth.

For example, Whole Foods uses the color green to emphasize their position as “America’s healthiest grocery store” and highlight their reputation for fresh products.



Color Code: happiness, optimism, creativity, warmth, and vitality 

Yellow is a very popular color choice for brands that want to evoke positivity in their brand identity. Its association with the sun and summertime makes it the best option to promote creative projects, fresh ideas, and seasonal sales. However, it can also evoke feelings of fear and irrationality as it is sometimes used to signify a warning. 

For example, McDonald’s yellow arches benefit from the color’s positive, youthful connotations to indicate their position as a cheerful, welcoming fast-food chain. Happy Meals with yellow smiley faces also highlight their child-friendly reputation.



Color code: luxury, royalty, sophistication, wisdom, and power.

Purple is a sophisticated color that signifies royalty and superiority. Brands can use it to signify higher-end, luxurious and superior products, services and experiences. It can also be used as a moderation or accent color. However, purple can sometimes be viewed as tacky or garish, so it must be used with caution. 

For example, Hallmark uses purple to indicate luxury, empathy, and a recognition of its largely female audience.



Color Code: purity, simplicity, cleanliness, pristineness, trustworthiness. 

White is an ideal choice for brands aiming to emphasize a clean and simplistic appeal. It is an excellent color to use for healthcare, cleaning and child-related companies. It is also extremely effective as an accent color to highlight a company’s modernity, brilliance or minimalism. While white can occasionally feel sterile and bland without the presence of other colors, it depends on the context.

For example, Apple uses a white apple sign for their logo. This is particularly effective because of its simplicity, neutrality and sophistication. The white logo will also complement the various other differently colored products they sell.


Don’t be afraid to experiment with color-matching and various color palettes to ensure that you find a color scheme that is most authentic to your brand and the most appealing to your audience. Once you do, you must ensure that you use it coherently and consistently to maximize its effect.