How Your Brand Colors Affect Your Brand

So here’s the thing, I had to take a color psychology class during my undergrad and let me tell you – that class convinced me that designers control the world. Before this class, I never realized how strongly colors influence our feelings and decisions.

Researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product). Think about the last time you went to the store. Did you choose a product based on the color over the price or quality? I know I buy the kitty litter with the blue lid instead of the black lid because I like blue better.

The same is true for your business’ branding! The colors you use will have a huge impact on how your clients see your business. The good news is that you have control over these responses!

Here are the steps I take to help my clients evoke the emotions they want.


1. Determine how you want your clients to feel.

It’s time to make a list! Write down all the emotions and feelings you want your clients to feel when they interact with your brand. Do you want your brand to feel warm and inviting or cool and modern? Playful or serious? Approachable or corporate? These emotions will help you determine which colors best support your brand.


2. Choose your brand colors.

Now that you know what emotions you want to evoke, choose colors you feel support those emotions. You may want to consult a color chart while making your decision.

Download my free color chart here: 

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3. Test your colors.

Now that you’ve chosen colors, it’s important to test them to see if you’ve chosen the right ones. I like to build a Pinterest board with pins highlighting brand colors to test if the colors evoke the emotions I want. Another good practice is to ask a couple people what emotions they feel when looking at your brand colors.


4. Edit.

If you nailed your colors on your first try, awesome! But likely there may be one or two that are a little off. Try a couple variations until you’ve found the color scheme that successfully represents your brand.


Choosing the correct color scheme for your brand takes time and effort, but massively impacts how your brand is perceived!