Colors are everywhere and they play an important role in the choices we make at every moment, from the clothing and accessories we love, to the adverts that linger in our minds or even our favourite websites that we always want to return to.

Our experience and research has shown that every color makes an impression on us and makes us feel in a certain way; happy, sad, excited, or indifferent. Studies show that a product's color has 60 to 80 percent of influence over a customer's purchasing decision. This goes to show how much of a big deal colors are.

This is important to keep in mind when choosing colors for your brand or product. Choosing colors arbitrarily or making color choices just because the CEO likes it would be a big mistake.

If you haven't done this, take time to review how people feel about your brand or product colors. Doing this when starting a new project can save you a lot of headache and resources in the future. So what colors should you use and how can it help you achieve your purpose?


Let us begin by talking about red.
Red gives us the feeling of something very aggressive and energetic. So you see red as a major color for companies that produce energy drinks like Red-bull and Power Horse and also sports agencies and teams like ESPN. Red is also provocative. It is attention seeking and calls to caution. This is why you get to see red as a major color for news agencies like BBC and CNN.

In some places in Asia, red does not denote anger, but happiness. The Chinese for example have a lot of red and yellow in their everyday lives.

Popular brands that use red prominently: CNN, BBC, ESPN, Red-bull, FIAT, KFC, McDonalds, Kellogs.


Purple is not used often because of its specific meanings.

  • Royalty: We get to see this displayed in companies like cadbury and hallmark.
  • Sophistication
  • Nostalgia
  • Mystery
  • Spirituality

Popular brands: Cadbury, Hallmark, Quatar Airways.


Blue evokes the feeling of:

  • Trustworthiness: Most companies want to be seen as trustworthy.
  • Dependability and Securing: Nowadays banks, data, and tech companies use these colors to show their customers they can be relied on. There is usually this general sense of security and trust when you see blue.

Popular brands: Ford, BMW, hp, General Electric, twitter, facebook.


Green denotes wealth. Well, Only a few banks use the green color funny enough. They would rather use the blue color to show that you can rely them when it comes to keeping your money rather than them showing off their wealth.

Affluent brands like Lacoste, Landrover and Starbucks use the green color.
Green also shows health, prestige and serenity. Things that are green are perceived to be fresh and alive (for example our mints and gums).


Yellow is quick to grab attention, it evokes:

  • Positivity
  • Happiness
  • It is also Unassuming and inviting

Yellow shows warmth, creativity and motivation.
Popular brands: DHL, Shell oil, Snapchat.


My favorite branding color yet.
Orange shows vitality. Its is a great mix between yellow and red.
Orange is fun- it feels younger and more playful.
orange shows exuberance.
Popular brands: nikelodeon, fanta, glaskosmithkline.


Brown, just like purple is rarely used just because of its specific meanings and connotations.
Brown is:

  • 'Earthlike' and Natural
  • Simplistic
  • Durable

Popular brands: ups, Louis Vuitton.


Black is a very common color. It denotes:

  • Prestige
  • Value
  • Timelessness
  • Sophistication
  • In some cases, Black means death and mourning

Popular brands: Adidas, Nike.


White shows purity in most cases, but in some parts of Asia, white means death and mourning
White also invokes:

  • Nobility
  • Cleanliness
  • Subtleness

Popular brands: Apple, Rolls Royce.

Green and blue are the most neutral colors. Banks like Standard Chartered use blue and green to depict wealth and dependability.