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The Importance of Branding Your Business With Color

August 29th, 2014

It’s common for business owners to ask about logo creation and the branding that comes with it. These are important focal points for your business presence and voice. But another area of focus that can often be overlooked is color.

Perhaps you know the challenge of selecting a new color to paint a room in your house. With so many colors to choose from, the task can be somewhat daunting. In the same way there are many choices when selecting the right color for branding your business. And the choice you make can have a big impact.

Have you ever noticed how many fast food restaurants use the color red in their logos? Burger King, KFC, Arby’s Wendy’s and Dairy Queen all use red in their logos, just to name a few. That’s because the color red has been studied and shown to trigger hunger and increase excitement.

“Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing,” according to Sounds like a good fit a roadside billboard when you are hungry, huh?

These are just a few examples of the impact color can have on branding a business and on customer experience. Now let’s dig a little deeper into specifics:

  • Choose the Right Color for Branding Your Business – This is incredibly important. The same article mentioned above goes as far to say that branding your business with the right color is critical. Using the previous example of red logos in the fast food industry, choosing a color that evokes hunger and aggression may not be the best pick for a service-based business. These are important considerations and can have an impact on the success of your business. Don’t cut corners when performing the initial research and work to develop your brand.
  • Color Meanings & Their Association – The entire spectrum of the rainbow, including brown, black and white colors – are each associated with a typical meaning or feeling. Blue can be seen as trustworthy, while light green is known to evoke feelings of calmness and serenity – maybe a perfect fit for the branding of a spa or salon. On the other side of the spectrum, orange evokes exuberance and fun. This bright color can really add some pop to a business seeking to brand with flair and excitement. A professional graphic designer can help you research color meanings and discuss perceived meanings of each color.
  • Color Usage by Industry – In addition to usage based on feelings and emotions, colors can also be dominant within industries. As an example, blue is a popular color for the chemical industry, insurance providers, the telecommunications industry and in healthcare, according to an article on Red leads the pack in the beverage industry (again tapping into human senses) and is also popular within the hospitality industry. Consider the industry your business is in as you select color for branding your business.
  • Logo Color Trends – Lastly, some colors go through trends. It’s not uncommon to re-brand a business, or to modify or update a logo over time. Perhaps you already did the proper research and branded your business with color 10 or 20 years ago. Maybe it’s time for a small improvement. A design professional can assist with the update and help you identify current logo trends. Studies indicate red was the most popular logo color in the 1990s, according to an analysis on But today logos using the color green are now on the rise, likely due to increased environmental awareness and the positive experience associated with being a “green” company.

There’s a lot to color and likely more than the average business owner considers when first undergoing brand development or when taking part in a business re-branding. Hiring a graphic design professional can help tremendously when sorting out color choices, selecting the tone and feel of your brand and targeting your ideal customer. Palicor Communications offers custom logo design for branding your business, and more.

Written by: Carol Palichleb

President and Chief Information Officer,
Palicor Communications

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