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Colors in branding

17 September 21

To optimize the success of your brand, choose the colors that fully represent its essence. Colors are paired with emotions, recognized by the brain as information. Different colors also attract various levels of attention and influence customer opinions on the brands they consume. Read more to understand the meanings and uses behind each color in branding! 

Red is the color of energy, power, and passion. It captures the attention of people, being the easiest color to spot from a distance. This color is also used by food brands to incite excitement. 

Orange symbolizes happiness in the East and warmth in the West. As such, playful and youthful brands prefer this eye-catching color that also has a welcoming nature. 

Yellow evokes happiness and optimism. Countries like the United States associate this color with good energy and the radiance of the Sun. It induces a feeling of positivity and makes its viewers feel more enthusiastic.

In Western countries, Green represents growth, the environment, and even luck. It is fresh, vibrant but also reassuring. Because of its friendly yet professional aura, the color is popular in both product and service businesses.

Blue exudes trust, security, and dependability. The calm color is used by brands in the banking industry that aim to convey their credibility, expertise, and dedication. 

Purple signifies luxury and sophistication. It was worn with pride by Ancient Roman royalty, due to the rarity of purple dye in the past. Now, the color delivers the certainty and high quality of various brands.

The Middle East sees Brown as a color harmonious with the Earth. It is simple, reliable, and often chosen by food brands related to the warmth of nature.

Black is the symbol of power and prestige. This color is timeless, creating a strong statement for those who see it. As such, luxury brands and corporations prefer to use elegant black. 

Gray stands for balance and stability. According to those in Europe and North America, classic gray has an air of modesty alongside neutrality , making it the perfect companion of brighter and bolder colors. 

Lastly, African culture hails White as a color of purity, cleanliness, and virtue. It is popular in healthcare and child-related services due to its noble and innocent character. 

After understanding the meanings and uses behind each color, you can select those that represent your brand the most. Use and design your marketing collateral in the right colors to evoke the right emotions of your audience. With these actions and the help of Milestone, your brand will have optimal popularity and success!