branding with color

The utilization of color can be a very powerful tool in a brand’s armamentarium. That said, very few brands have effectively been able to gain a competitive advantage through the use of color. On a very basic level, color has the ability to evoke emotion. On a deeper level, color is arguably the most powerful stimulus for the brain. Coupled with personal experiences, the reaction to a particular color usually correlates to where it falls on the spectrum – warmer colors such as red and yellow – are bold, uplifting and energetic. Conversely, the cooler side of the spectrum, blue and green, exude calmness and feel more reserved. This is vitally important because emotion is one of the most powerful tools to connect with consumers.
There are three key points to remember when color is being used as a primary brand differentiators:

  1. It must align with your brand identity/promise
  2. It must set you apart as well as work within your industry
  3. It must be integrated seamlessly across the brand.

For a new brand, choosing a color can be a painstakingly laborious decision. This short quiz may provide some assistance with that process.

Here are a few international brands that are effectively using color as a brand differentiator and reaping the benefits:
Red: is often associated with passion and love as well as anger and danger.
Blue: evokes feelings of calmness and spirituality as well as security and trust.
Yellow: is associated with laughter, hope, and sunshine.
Green: symbolizes health, new beginnings, and wealth.
Color Emotion Guide

[via branding magazine]

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.

He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.

An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.

One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.