Color Psychology: Brand Colors and Their Meanings | Amanda Richardson
Pink flowers in a vase on display in a local boutique. The pink and red colors have the meaning of femininity, romance, and draw attention.

Color Psychology: Brand Colors and Their Meanings

July 13, 2021

The colors you use can impact how your brand is perceived. Colors have intrinsic meaning; in fact, color psychology is a field of study! Brand colors and their meanings can impact the way your brand is received. Clients form subconscious impressions about a brand based on fonts, colors, messaging, and imagery every time they are exposed to brand messaging. Choosing colors intentionally–not just the ones you like–can make a big difference in attracting and connecting with your ideal client! Don’t worry, you can definitely find colors that match your personal style, and embody the brand you’re trying to create without sacrificing either. Here are a few common brand colors and their meanings.



A bright, bold, warm color like red grabs readers’ attention! It evokes excitement, danger, energy, and says “act now!” It’s a great color to use on calls to action, sales, and exciting announcements. Red is pretty intense for a brand color. But, if your personality and brand is super energetic, then it makes perfect sense. 


Similar to red, orange is a very attention-grabbing color. Orange typically means creativity, excitement, enthusiasm and adventure. If red doesn’t suit you, orange makes a great alternative for calls to action. 


Yellow is an inviting, optimistic, happy and carefree color! If you want your brand to inspire positivity and good vibes, yellow is the perfect color for you. Be careful with your shade selection. Yellow can be difficult to read, match, and design around. 


Most commonly associated with women, pink represents playfulness, love, and connection. Because it is so synonymous with femininity, it is most successful as a brand color with businesses who serve a primarily female audience. 


The color green brings about images of nature, money, growth, and health. This is the perfect color for a life coach, trainer, nutritionist, or yoga instructor. Green makes people think of their goals and aspirations, spending time outside with family, and summer. What a mix! You can see how some colors have truly varied applications. 


Blue evokes calm, peace, and tranquility. It is also known to represent trustworthiness and hope! Overall, blue is a very positive color. On the flip side, when we think of sadness and depression, we also think of blue or blue-grey. When used in the right context with supporting complementary colors and welcome copy, blue is positive and peaceful. But if blue is your primary brand color, be careful that your brand is not coming across cold and disconnected. 


In some ancient societies, purple was reserved for nobility, as it was an extremely expensive dye. Today, purple symbolizes wisdom, power, luxury, and holiness. Luxury brands often utilize a muted purple as an accent color. Purple rarely has a negative connotation, but overuse can sometimes be perceived as arrogance. 


Black is most commonly used as a color of power and elegance. It can also symbolize mystery, and vast open possibilities–think outer space! Using black as a primary brand color, along with the right counterparts, can evoke a high-end, sophisticated brand image. 


White is a surprisingly complicated color in color psychology! It tends to change meaning depending on the geographic region, as it is also associated with race. In the US, in general, white is a color of cleanliness, fresh starts, innocence, and goodness. Using white space is great for making your designs feel more clear and intentional. White is the most common color used in web design. Similar to the challenges of using blue, be sure that overuse of white does not appear to be cold and disconnected. 


Grey is the ultimate neutral. It represents balance, as the median between white and black. In recent years, especially with the rise of technology companies using chrome finishes, grey has also come to mean modern, complete, and advanced when used as a primary brand color. In most cases, grey is the perfect complementary brand color to just about any scheme. 


Brown is a primitive color, often representing things that are handmade, old-fashioned, or carefully crafted. The color is often used in reference to the earth, wood, or history. It evokes safety, comfort, and security. Organic and wholesome brands often use a combination of brown and green. Lately, brown is growing in popularity as shades of nude and earthy tones are becoming more mainstream fashion.

Let color psychology guide you, not force you

At the end of the day, you still need to love your brand. It needs to represent you well! If you choose colors based on the meaning of the colors alone, you may find that you don’t connect to your own brand. Think of color psychology as helpful undertones to frame the work you’re already doing in establishing your brand messaging. Looking for a new accent color, or the right call to action design? That’s a great time to go back to color psychology!

Need to test out some colors for your brand?

You can scour Pinterest and Instagram for inspiration. If you’re ready to mix and match and test out a color palate, check out Coolors! It’s a free color palate generator that will allow you to find the perfect brand identity for your business. Of course, I’d always suggest speaking with a brand designer before making any changes. Their professional input will help you put your best foot forward.

Happy branding!

Of course, it wouldn’t be a great rebrand without beautiful new images. Brand sessions are still open for 2021. Inquire today!

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