Steps to choosing the right color of your brand

Written By Gary Spirer Published March 26th, 2010

Are you trying to find the right color for your brand, logo, or website. Look no further. Below is a quick guideline to color schemes.

Step 1. Clarify what is your customer base.

Determine whether your product(s) or service(s) cater to the teen market, male industries, or women demographics. What age group most frequently purchases what you sell? By understanding who buys your products and who your customers are making purchases for you can easily determine the best color scheme for your business logo, website, or brick and mortar store.

Step 2. Determine your store type and appropriate color scheme.

Know your business. If your business products are deemed conservative, such as accounting or financial services, then traditional colors associated with money such as green, blue, or black are more appropriate than vibrant colors such as red. As a general guide, home-based services, such as air conditioning and heating, electronics, and health-care should have conservative colors like silver, blues, and greens. Automotive areas and home care like cleaning services can involve some reds mixed with traditional color schemes. Fashion and apparel and cosmetic based stores should have color schemes involving mauves, pinks, and light purples in addition to mixtures of black. Brown is often associated with food based business as well as yellows, oranges, and green (for savings at grocers). Yellow is also associated with intellectual based businesses, such as tutoring. However, for business involving adult education traditional colors mixed with yellow (pale) are more appropriate and are taken more seriously by consumers. As a general guide, blues, greens, and blacks are for the general male markets, while purples, green, and black are for the female market.

Step 3. Assess the type of experience and emotion you want your customers to have.

Determine what feelings your customers should have when the visit your store or website. Whether your customers are first timers or repeat, each consumer should have a positive experience and the color scheme needs to reflect this. For example, Citibank is one of the world’s largest banks. When you think of the color scheme the firm has selected you believe Citibank is conservative and trustworthy. The offices are shades of brown, while the logo is white and blue, for loyalty and purity. The ATM machines and teller windows are shades of gray/silver for seriousness and conservatism. In like manner, certain color patterns leave an indelible mark in the minds of your customers and can determine whether or not they return. Browns, blacks, and white are neutral colors that denote seriousness, stability, reliability, and cleanliness. On the other hand, warm tones such as oranges, yellows, reds, and pink denote youth, energy, and fun. Cold colors, such as silver, blue, green, and purple denote regality, prestige, trustworthiness, and growth.

It’s that simple. Remember, a little color goes a long way in the eyes, minds, and choices of your customers.


Roger Due

Investing in Your Destiny® & Coaching Program - Wealth Building Summit Dallas, Texas

My name is Roger Due and I am from Albuquerque, New Mexico and I am the owner of the Monsano software company. This has been an absolutely fantastic conference. This is the best I have ever been to.