Color is a Powerful Tool for Branding Your Business

Title: Color is a Powerful Tool for Branding Your Business


While it is understood that color is a powerful branding and advertising tool, what is less clear is exactly how it should be used for best results.

At TotalCom Marketing we have had the opportunity to help dozens of clients develop their brand or re-brand themselves. One of the most important visual elements is the use of color – important in both traditional and digital marketing. Here are some tips for using color to better communicate your brand story.

Keep Your Choices Simple

When choosing a color palette for your company logo or marketing materials, stick to a maximum of three. The fewer colors in your branding, the easier it will be for consumers to associate your logo with your organization.

Remember, white and black count. For instance, the Target logo isn’t just a red target. It’s a red target on a white background. Even though the white is in the background and neutral, it still counts in your branding palette.

Stand Apart From the Competition

Another key ingredient to effective branding is to use a different palette than your biggest competitors. You don’t want your image to get muddied with theirs. If your competitor uses yellow and blue, using the same colors will not help set you apart.

Branding that is Appropriate for Your Category

Studies have shown that the colors you choose matter. Specifically, your palette should be deemed “appropriate” for your business by the consumer and communicate what you want your audience to believe about your business.

Therefore, it is important to anticipate your target consumer’s perception. Does your pallete choice match your business?

Emotion and Branding

While the emotion that a color evokes is different for each person based on their culture and life experiences, there are some broad generalizations that can help you communicate certain emotions.

Remember, some of the best advertising campaigns have broken the rules, so these are suggestions, not rigid rules.

  • Blue – Trust, Honesty, Conservative, Peaceful, Serious
  • Red – Passionate, Exciting, Powerful
  • Green – Relaxed, Eco-Friendly, Calm
  • Yellow – Playful, Creative, Happy
  • Orange – Sociable, Affordable
  • Pink – Caring, Compassionate, Imaginative
  • Purple – Luxurious, High-Quality
  • Black – Elegant, Sophisticated, Corporate
  • White – Clean, Safe, Orderly


Color helps communicate your company’s brand story. The marketing and design professionals at TotalCom are experienced in creating new brand identities, re-branding an existing one or just selecting a color palette for an ad campaign.  Need a second opinion on a color palette choice? Give TotalCom a call.