Color Meaning & Symbolism

Color can be used in powerful ways to express your brand and it’s associated identity. A brand’s attributes and values can be identifiable through various visual aspects. Some of these aspects can include numbers, words, shapes, symbols, and most importantly color. Color is listed as most important, because it is the most noticeable and memorable element out of all the visual aspects. It is said that color alone can improve brand recognition by 80 percent.

Branding color can even evoke emotion. So much that it can change how someone feels when they look at a brand. Along with emotion, color can also evoke practicality. It is important for a brand to emanate a practical level in order to comprise its own flair among other brands.

People judge. They judge the clothes someone wears, the coffee they drink, and the brands they are associated with among many other things. Judging someone or something never sounds positive, but when it comes to brand identity it is unavoidable. It is found that up to 90% of snap judgments made about a brand as a whole is solely due to the color or colors being used. Outsiders, whether they are already customers, prospect customers, or those not even interested in the brand will judge the brand and what it has to offer due to something as simple as the shade of blue being used.

Colors can emit various meanings based on what people are traditionally used to seeing. Using a similar color to what the brand is associated with will only improve the chances of engagement with the public. Using a color that traditionally speaks a different activity will usually confuse the target audience instead of drawing them in. It is important use color as a way to not only enhance a brands appearance, but also to express exactly what it is you are trying to offer.

In this blog we have spelled out which colors do what when it comes to how a brand can look and feel. This 11-color breakdown can be a helpful guide for those trying to find the correct colors for their brand and image.

Meanings: The color red can symbolize several different relations and it can be one of the most eye-catching shades among brands. This color can awake a sense of desire, because it is the same color of exciting elements such as fire and blood which also emit a sense of danger. Then there is the reminder of love which can emanate passion. Red on its own is a powerful color that can give off a feeling of energy, strength, and confidence.

Tips for use: In view of the fact that red is associated with very impactful visuals and meanings, it should be aired on the side of caution. With that said, what makes this color different from the rest of the color wheel can help a brand stand out.

Meanings: Orange can be a great color to blend the association of warmth and energy into one. It has the cheery persona that yellow has and the stop in your tracks ability that red has. The color orange is a very known shade, so known that it is also the name and color of a very popular fruit. Although this is a color that would be hard not to run into day to day, it is actually not the most favorited among the colors, but because of this it allows a brand’s individuality to shine through.

Tips for use: This is a fine color to use for youthful and energetic brands due to the bright identity it radiates. Although orange is a chosen color for a fun and exciting atmosphere it would not be a great pick for a luxury, serious, or traditional brand.

Meanings: Yellow is one of the brightest colors of them all. Associated with many happy elements, such as sunshine and joy it can communicate friendship and warmth. Because of the happiness that is emitted from this shade it can be seen as being apart of organizations with mental and intellectual backgrounds. It also portrays a sense energy and alertness, which is why many police and hazard signs use this color.

Tips for use: Sometimes the use of yellow within a brand visual can offer an appearance of low cost and value. Depending on your brand this can be either a positive or a negative. If you would like to incorporate the color yellow into your brand, be sure it is well thought out to avoid making your brand and what it stands for coming across as cheap. If done properly yellow can be a valued color in your brand to show a welcoming and energetic property.

Meanings: This is a color that has two main connections; the first being nature and the environment, and the second being finance and wealth. The green color can coincide with nature and the environment by representing life, because most plants are naturally green which is consistent with an ever developing environment. When it comes to finance and wealth the green can be a connection to the color of money, which is associated with financial wealth and stability.

Tips for use: Green can be a great color for brands to affix themselves to growth and vitality, but if the shade veers too light or too dark it can indicate something other than the goal objective.

Meanings: Blue is a very widely used and more preferred color. It has a wide range of uses and qualities which is why a lot of companies like to incorporate it into their brand. It communicates a brand’s trustworthiness and reliability to their customers. Have you ever noticed how many social media website use the color blue? Well, this is because it has a calming effect on the eyes and makes it’s users want to continue gazing upon the screen. The reason people relate this color to such calming qualities is because it is seen in several natural environments, such as the sky and the sea. One aspect to watch out for is the fact that the color can also be associated to the emotion depression due to the expression of being ‘blue’.

Tips for use: Because blue can relate to various meanings, be sure to pick the shade of blue that best represents your brand. As a whole the color blue can be a positive shade to market a brand, which is why many companies use it, but it’s popularity might be the very reason you may want to avoid it.

Meanings: Purple has traditionally been a color of majesty or nobility, hence it has been used for those considered royal. It has also been a symbol of spirituality for it’s mysterious and sentimental qualities. Lastly, it has often upheld a presence of feminine quality due to several florals possessing it’s different shades, such as lavender.

Tips for use: Although purple is not the most popular color being used in the branding world, it is a great way to advertise as something with a feminine quality, because purple can be a great color for those trying to target women.

Meanings: Brown is one of the most natural colors which gets exercised often among brands with nature inspiration and organic representation. This color can give off a grounded aura, expressing the strength and wholesomeness of a company. Think about whole grain bread. This bread is made from one of the most natural substances on earth and it is the color brown. It is a color that leaves out superfluous meaning and bares truth.

Tips for use: Brown can be a great asset for advertising outdoor products or natural ingredients to name a few. It can be a bad color choice for brands who need to present a clean appearance, because it can have the same resemblance as dirt.

Meanings: The color pink has stereo-typically been associated as a color that can only appeal to women. More recently it has become a rather diverse color and it has made up several brand’s visuals providing a different meaning for each company depending on the shade being used. When the lighter shades of pink are being used it is usually to represent a feminine youthfulness, such as baby girl items. A more dusty shade of pink can be the backing to romantic and sentimental meanings. Turning it up a notch, hot pink can give off a fun and energetic attribute.

Meanings: Black can be an outstanding way for a brand to appear unique and different from others. Although color is usually used to increase brand recognition, black can also be memorable and help set a brand apart from others. Black can have several meanings behind it, but it is usually associated with something rather serious. Due to its intensity black can emit attributes such as luxury, death, evil, and power.

Meanings: A noteworthy color usage is white. White can imply a pure, simple, clean, and innocent message. A great usage of this color is demonstrated by the brand Apple. Although there are no dramatic color schemes or contrasts the white is very identifiable. Using white in a brand is a splendid way to enhance other colors without taking away from a clean aesthetic. The usage of white is becoming more popular due to the recent trend, minimalism.

Meanings: The usage of multiple color within one logo can indicate a diverse meaning behind a brand and offer people variety in order to reach different interests. Often multicolor is used among brands with many different backgrounds and beliefs. It can allow a brand to reach its advertising to a wide array of people.