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  • Writer's pictureBianca Crowe

The Impact of Color on Brand + Web Design

Welcome to Color Theory 101!

Hey there! Ready to nerd out with me?!

Colors create emotion, convey messages, and influence perceptions. Color subtly affects us every day, we just don’t notice it. Once you learn more about color psychology, you’re going to recognize it everywhere—especially in marketing and branding. 

The strategic use of colors can impact how a brand is perceived. Warm tones like red and yellow can create a sense of urgency and excitement, while cooler hues like blue and green evoke feelings of calm and trust.

This simplified color chart shows the basics of what each color can evoke:

color chart

Next time you are in a medical or doctor’s office, take a look at the logo color. Most medical brands include blue to symbolize cleanliness and health. This logo I designed for Integrity Prosthetics uses light blue and navy blue to feel fresh, calm, and trustworthy:

Integrity Prosthetics and Orthotics logo

Or fast food logos—you will see a form of yellow or red (many times both) in just about all of them. Why? Studies prove red and yellow make you hungry!

fast food logos

👉When it comes to your brand or the brands you create, you can’t afford to neglect color theory. 👈

Here are a few tips/principles for choosing colors and implementing color psychology:

1. Understand your audience and their preferences.

2. Take all five senses into account! (Especially if you have a brick and mortar or product.)

3. Use your brand guidelines consistently to create recognition.

4. Be mindful of color pairings and potential cultural/societal associations with colors (if you are not an Italian restaurant, you may not want to use bright red, green, and white in your logo!). 

As a designer, I strive for visual appeal and emotional connection to create brands with long-lasting impact. If this email has you feeling meh about your branding, I’d love to chat! Inquire here and let’s talk about how we can take your branding to the next level.

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