Why color is so important in branding, and how to choose the right colors for your business

Every color we see tells us something and evokes an emotion within us. When it comes to your business, the narrative and message behind your branding should be your primary concern, but the choice of color also plays a large and important role. Color helps to drive our perception of what a certain business or product can offer, and can be a big influence on whether we decide to buy or not.

When it comes to designing a color scheme for your brand, there are no rules set in stone. There may already be colors that are widely used in your particular industry. If you’re looking to change your branding, you have an important decision to make: whether you want to stick with what you know works well, or choose something to make you stand out from the competition.


What does your brand color say about you?


Excitement, danger, strength

Commonly used for: Fitness, toys, fast food, entertainment




Creativity, confidence, energy

Commonly used for: Food and beverage, entertainment




Optimism, warmth, attention

Commonly used for: Fast food, travel




Natural, sustainable, growth

Commonly used for: Medicine, science, government, recruitment



Trustworthy, professional, safety

Commonly used for: Travel, science, technology, legal, finance




Elegant, sophisticated, wise

Commonly used for: Beauty and spa, fashion



Romantic, feminine, beauty

Commonly used for: Florists, fashion




Powerful, formal, luxury

Commonly used for: Construction, corporate, finance, fashion




Neutrality, balance, calm

Commonly used for: Legal, finance




Pure, simplicity, luxury

Commonly used for: Business services, medical, technology



How did we choose our brand colors?

“When I founded the business I had a very clear idea”, says Hugo Azzolini, President of Different Perspective, “of what I wanted the brand to communicate. We chose a vibrant orange to show our creative confidence and problem-solving abilities, and blue to convey a sense of professionalism and to establish trust. Throughout the history of the company, we have continued to use these principles to guide us.”



Want to refresh your branding?

At Different Perspective, we’re experts in branding and we have 14 years of experience helping businesses like yours. Are you ready to stand out from your competitors, establish trust and build customer loyalty? Contact us today to get started.


Read more:

Want a strong logo? Follow these 3 tips

Your potential customers are judging you by your cover

7 things you should never do to your logo