Color psychology and your brand

November 2, 2020 CONRIC PR

Your brand colors should be more than a representation of your favorite hues. Realize that although a color may be your favorite, it may not be sending the right message to your intended audience. Colors speak to your audience on so many different levels, and they are one on the most important aspects of your brand. Consider this: research conducted by the secretariat of the Seoul International Color Expo found that 93% of buyers focus on visual appearance. And close to 85% claim color is a primary reason when they make a purchase!

Colors speak to us on an emotional level. Just as a movie score uses different kinds of music to elicit different emotions from the audience, color embodies your business in the same way. Music helps to elicit emotion on the big screen while color shapes people’s perceptions about your brand. It’s what gets your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do.

Before embarking on your brand color journey, CONRIC pr + marketing’s creative director April Bordeaux says to make sure you have the answers to these important questions: 

  • What is your brand identity? 
  • Who is your target audience? 
  • What color does your competitor(s) use? 

Once you have these answers, you will be equipped to choose a color palette that is befitting of your brand and resonates with your audience.

Colors and the meaning behind them

People have psychological ties to different colors. Using this information strategically can have a serious impact on how your brand is perceived by your audience. If your company does international work, keep in mind that colors can have different meanings in different parts of the world.

Having a color block (pun intended)? Seek inspiration.

Color inspiration is literally everywhere you look. While you are out and about, take notice of advertising and logos. See a color combination that you like? Snap a picture of it!

Take a clue from nature. is a great source for color palettes using the world around us as inspiration.

If all else fails, the internet has an infinite supply of inspiring information. Start a board on Pinterest and search “corporate color palette” or “business brand color palette.” Another favorite website that April likes to  peruse is

Above all, don’t neglect your gut instincts. The main consideration of colors is their emotional connection, so don’t neglect your own feelings when deciding your brand colors. 

Need help on choosing the right color palette for your brand? The experts at CONRIC pr + marketing excel in branding companies to maximize their exposure in a crowded marketplace. Give us a call today for a free consultation with our design team.

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