Colors and brands

Published 07/17/2022 by Ingenuity & Solutions in Digital Marketing

Colors and brands

Colors evoke emotions and feelings and psychologically impact each of us. This is because, from a very early age, we are exposed to various stimuli that lead us to make associations between colors and sensations. For example, it is possible that throughout your childhood, your parents have transmitted to you, consciously or unconsciously, the information that the color blue is for the masculine gender and pink for the feminine gender.


Then, in school, your teachers told you that towering mountains are green, the warm sun is yellow and cool water is blue. Also, you learned that the traffic light's red means alert or danger and that when a person dies, we should dress in mourning with black clothes.


Meaning of colors in business


Let's now look at the meaning of the primary colors, in which industries they are usually used and what emotions they can generate in people.


Color is a powerful design tool. However, the effect of colors on the consumer differs according to the region. Let's see how color influences people.


  • Red


It attracts attention, evokes strong emotions, and increases appetite; it is also associated with passion, intensity, and love. However, studies show that red can affect your performance when doing concentration tasks such as solving exams or making decisions.


  • Increases appetite.

  • Creates a sense of urgency.

  • Frequently used for clearance sales.

  • Associated with movement, excitement, and passion.

  • Generates increased energy and makes us concentrate.

  • Increases blood pressure and heart rate in people.


  • Blue


Blue is the most popular color in the corporate world, as it is associated with confidence, freshness, tranquility, security, and responsibility, essential elements to achieving customer preference in the market. In addition, according to several studies, this is the color that people like the most.


It is mainly used in finance, technology, education, health, and tourism industries.


It is the color preferred by men. It favors calmness, productivity, and serenity, which are the most used in offices. It is also synonymous with confidence and security, so it is ideal for insurance companies, banks, and financial institutions. We will show you some features of the blue color.


  • Preferred by men.

  • Associated with peace, water, and reliability.

  • Provides a sense of security and confidence.

  • Stimulates productivity.

  • Commonly used for banks and large businesses.

  • Young people associate blue with maturity.


  • Green


It is the color that par excellence represents nature, ecology, and organic. It also evokes feelings of calm, serenity, and freshness.


In lighter tones, it expresses dynamism and energy. In darker tones, it is associated with abundance and wealth because this type of green is commonly used in some banknotes.


It is a color widely used in financial, technological, energy, food, and household products companies.


It has been proven that workers who work in an environment of this tone have fewer stomach aches. However, the effect of green depends a lot on its tonality; deep tones evoke abundance, while light tones are calming.


  • Also associated with money and rich people (brands).

  • Used in stores to relax visitors.

  • Frequently used to promote environmental issues.

  • Green stimulates harmony in the brain and facilitates a balance between body and emotions.


  • Yellow


Yellow shares some characteristics with red: both are widely used in the food industry, are very bright colors, and their long exposure can be annoying.


This color conveys warmth, joy, positivism, creativity, and friendliness. It is also associated with wealth because of its similarity to the golden color of gold and coins. Some people consider that yellow stimulates appetite, so it is widespread to see it in fast food stores in the company of red.


It is widely used by companies in the food, energy, and household products.


It is considered a cheerful and warm tone. However, it also promotes eyestrain and makes babies cry.


  • Increases joy and optimism.

  • It can cause fatigue and eye strain.

  • Stimulates mental processes and the nervous system.

  • Encourages communication.

  • It represents optimism and youth.

  • Used to attract attention in showcases.

  • Shows clarity.


  • Orange


Orange is a color that expresses joy, fun, youth, friendliness, and vitality. Its composition combines the brightness and cheerfulness of yellow with the strength and intensity of red, resulting in color full of energy and emotion.


  • It can reflect emotion and enthusiasm.

  • Stimulates the logical part of the brain.

  • Shows warmth and closeness.

  • Often used in caution symbols.

  • Can generate anxiety and be considered aggressive.

  • Very effective in Call to Actions (call to action buttons) on e-commerce sites: Add to cart, subscribe, etc.

  • It has a considerable effect on impulse buyers.


  • Purple


It means loyalty, well-being, success, and wisdom. This is why kings and other leaders wear purple attire.


  • Often associated with royalty, wealth, success, and wisdom.

  • Stimulates the problem-solving part of the brain and creativity.

  • Quite effective in beauty or anti-aging products.

  • It can be used to calm and soothe.

  • Represents a creative and imaginative brand.


  • Black


  • Creates a sense of authority, power, and strength.

  • Often a symbol of intelligence.

  • Used in luxury goods stores.

  • If used too often, it can overwhelm people.


  • White


Associated with feelings of purity, cleanliness, and security. It may represent neutrality due to the absence of color. It is related to purity, innocence, and emptiness.


  • Pink


It is a romantic and feminine color used to market products for women and young people. Dark tones express fun, excitement, energy, and youth, so they are perfect for girls and women's accessories; light pinks are associated with romance.


  • Brown


This color evokes earthiness, confidence, and practicality, but it is also somewhat boring and can be associated with dirtiness.


We usually associate this color with earth, wood, rustic, leather, chocolate, coffee, and autumn. Many people also associate it with experience, coziness, nature, durability, and, in some cases, old, traditional, or old-fashioned. It is a very versatile color but should be used with care.

At Ingenuity and Solutions, we will help you with your company's digital presence in Connecticut. We provide the best software solutions for your business. If you want to know more about this service, contact us. If you are interested in more content, do not forget to visit our blog.

  • Which are the best social media networks for a company Ingenuity And Solutions

    Best social media networks for companies

    Knowing which are the best social networks for companies is essential for any business that wants to have an online presence. Do you know to choose social networks for companies correctly?

    READ MORE
  • Why does your company need a digital marketing strategy Ingenuity And Solutions

    Do companies need digital marketing?

    If you keep wondering why you need a Digital Marketing strategy, today we’re going to answer your questions and tell you why it is so important for your company or organization.

    READ MORE
  • Teamwork is important in digital marketing Ingenuity And Solutions

    Why teamwork in digital marketing?

    Marketing departments are undergoing changes in some niches, reducing or eliminating the collaborative power of an entire team in favor of individual work.

    READ MORE

ABOUT THE AUTHOR

Ingenuity & Solutions

Ingenuity & Solutions

We help you enhancing your digital presence.

MORE ABOUT THE AUTHOR

NEW COMMENTS

Comment Guidelines:
All comments are moderated before publication and must meet our guidelines. Comments must be substantive, professional, and avoid self promotion. Moderators use discretion when approving comments.
For example, comments may not:
• Contain personal information like phone numbers or email addresses
• Be self-promotional or link to other websites • Contain hateful or disparaging language
• Use fake names or spam content

Your privacy is important to us. Check out our Privacy Policy.