Your Brand Colors Matter: How to Choose and What They Say About Your Organization

August 10, 2021

Originally published November 26th, 2019. Updated for August 10th, 2021.

There are certain points to take into consideration when finding the best design for your brand. The brand colors you use have wildly different connotations. Different colors encourage different responses in people. Your logo is often what people first see and what they will remember. It carries a lot of weight when it comes to the feeling of your company.

brand colors: rainbow color wheel

A single image delivers a lot of information. When choosing your colors, you need to decide what you want your logo and branding to say. The psychology of color is an important factor. How will people react? This is why the colors you choose are so important.

Points to consider about brand colors and your logo

Images are powerful

Because we perceive an image all at once, it delivers a lot of information in a very short time. Combinations of symbols and colors evoke a certain reaction or feeling in people. Feelings are what people remember. So keep in mind the importance of how the color and look of your logo will make them feel.

Shapes work together with colors

To understand the power of color, you also need to understand shapes. Shapes work alongside colors to communicate with your audience. They can be threatening or stable, and hard or soft. They work together with the colors to get the reaction you’re looking for.

Colors mean different feelings and cause different reactions

Figure out your goal and target audience before choosing your brand colors. Red can mean both excitement and passion. This color is often used for food, cars, and agriculture. Home and healthcare often use orange and yellow in their logos. This is because they evoke energy and optimism. If you want a calming effect, consider green or blue. Blue is often used for technology companies. Black speaks to luxury, pink to romance, and purple to creativity. Black and white are both often used for clothing.

Finding the right colors for your business

What you choose depends on what you’re trying to say about you and your brand. Researching other companies in your industry can help give you an idea of what works. Experiment with different color schemes to figure out which is right for you.

Looking at your website with fresh eyes and understanding can make a big difference. You want to be sure that you have the best branding colors you can to encourage conversions.


We at Technology Aloha can help you figure out the best design and colors for your brand. We love to work with businesses and organizations that are committed to making an impact in the communities they serve.

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