The Impact of Color in Brand Design

When thinking about the color in brand design, we take into consideration what messages colors convey and what emotions they evoke, in order to get the correct reaction from the targeted audience. Color impact theory is a central and, alas, often overlooked area of design.

Color choice is particularly important when it comes to a color in brand design or branding. Not only on an emotional level, in terms of what emotions it evokes in consumers but also on a practical level, in terms of market standout.

If a company effectively “owns” a color in its sector it gets an enormous competitive advantage through achieving instant recognition. That’s the power of color chosen mindfully.

Color also plays a key role in logos and often times your brand design begins with a logo selection.

What do specific colors say, and how have famous brands used them to their advantage?

This infographic created by The Logo Company gives some examples that every business can learn from.

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Our specialists know all about the impact of color in brand design.

And this is why we would love to share some tips.

In order to make good choices with color you only need to know a few things. Here they are:


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On a simple level, the colors on the warm side of the spectrum are made with orange, red, yellow and combinations of them all. Those are bold, uplifting and energetic.

While their cooler counterparts, such as blue, green and light purple have the ability to calm and soothe, and discharge calmness and feel more reserved.


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The human eye can see millions of different hues but often times, choosing even just two or three can be really challenging.  Remember, there are 12 standard or traditional colors and each can be broken down into hundreds of shades.

Keep in mind that, because colors have an extraordinary ability to influence mood, emotions, and perceptions, the most effective color choice goes beyond personal preference. Colors take on cultural and personal meaning, and attract attention, both consciously and subconsciously.


The twelve hues of the color wheel are divided into primary colors, secondary and tertiary colors.

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  • Primary colors: Typically Red, Yellow and Blue.
  • Secondary colors: Green, Orange and purple hues created by mixing primary colors
  • Tertiary colors: Further color hues you get by mixing a primary color with a secondary color. They are usually named with two words: blue-green, red-violet, yellow-orange.

But why is this useful?

For one thing, it helps you quickly grasp how colors relate to each other and which combinations work best through color wheel harmonies.


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