The Power of Perception

The Color of Your Brand

The definition of perception is, the immediate or intuitive recognition or appreciation, as of moral psychological, or aesthetic qualities, sight; intuition; discernment ( So how does the perception of colors impact branding?

It’s interesting how everyone sees color differently. You might see red differently than your neighbor does and this can be heavily accredited to perception. Because colors are subject to things like personal preference, upbringing, and life experience, it’s important to choose just the right colors for your brand.

Colors play a big role in visuals. When choosing brand colors, it might be as simple as choosing your favorite color but there’s more meaning to colors as well. Lots of color psychology studies will tell you what the colors mean or represent but there’s a negative and positive side to each color. Depending on one’s perspective, their view could go either way.

We can start by taking a look at the primary colors and their meanings.

Red                                  Blue                                Yellow

Positive Negative Positive Negative Positive Negative
Power Anger Faith Coldness Optimism Caution
Passion Danger Loyalty Sadness Happiness Anxiety
Energy Defiance Logic Uncaring Creativity Frustration
Strength Aggression Serenity Unfriendly Intellect Irrationality

There are lots of colors with lots of different meanings. Now there’s the task of choosing your brand colors. The most important thing to remember is, less is more. You don’t want to overwhelm your clients with too many colors. Here are the first few steps to get you heading in the right direction,

  1. First choose two base colors. Good places to go for color inspiration are, Adobe Color CC, or
    Colour Lovers
    . You should choose one color that is light and one that is dark. The two colors should complement each other and have a good balance of contrast. With this in mind, you can then choose an accent color that stands apart from both of your base colors. An accent color is either lighter/brighter or darker than the base colors. This accent color can be used for call outs and to draw attention to important information.
  2. Choose colors what will attract your ideal customer. This process might take a little bit of research but colors can have a large impact on the way that customers perceive your brand.

There is a lot to keep in mind when it comes to creating a brand. Colors hold a lot of significance so it will require a bit of thought. The good thing is, learning about colors and choosing different combinations is fun. Overall, your colors will represent you and who you want your target audience to be.

Here are some other colors and their meanings:

Green                          Purple                                Orange

Positive Negative Positive Negative Positive Negative
Health Boredom Wisdom Introversion Courage Frustration
Hope Envy Wealth Suppression Warmth Frivolity
Nature Sickness Imagination Moodiness Confidence Immaturity
Prosperity Blandness Luxury Inferiority Enthusiasm Arrogance



Black                                                   White

Positive Negative Positive Negative
Sophisticated Menace Cleanness Elitism
Elegant Evil Clarity Isolation
Power Mourning Simplicity Emptiness
Authority Heaviness Freshness Unfriendly

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