Communications: Color and It’s Role in Branding

Color of Communications

Ask any graphic artist and they’ll tell you that color is a critical element in the design of any and all communications and in company branding. Communications - Psycology of Color It sends subliminal messages about you, your website, your twitter or Facebook page, your company, your store and your brand.

Online I see some internet marketers fall into a sea of hot pink because they like the way the color looks in their hair or because they think no one will miss hot pink.

Then there are blogs dressed all in black with small white type that gives one a headache to read.

On the opposite side of the spectrum, one see business card after business card dressed in some shade of blue and white.  This is particularly true for corporations.  It seems the larger the company, the harder they fall for some shade of safe blue.

Personally, I believe that of all of the tens of thousands of colors, there should be more color variety for businesses, but I’m not a big fan of using brown and turquoise for my Twitter or Facebook page simply because I have a cool pair of shoes that are the same color combination.

Here are five tips on how to select the right colors for your business.  A good graphic designer can provide you with more, but this should help you narrow your color search.

  1. You want colors and color combinations that have an evergreen quality about them so they won’t go in and out of fashion.  This year tangerine is the hot fashion color, but that doesn’t mean you necessarily want to use tangerine for your business…unless, of course, you’re selling fruit.
  2. The best place to start is to ask yourself what type of a message you want to send about yourself and about your company/brand.  Start there and see which colors click.
  3. Next, ask yourself what role color plays in your communications.  Is it a key component of your communications or supportive to your overall message?
  4. You don’t want to be afraid of color.  You want to use it where it can send its message but you don’t want it to overpower and become the message.
  5. Once you select your company colors, be consistent in your usage.  It should appear throughout all of your communications and branding efforts…business cards, stationary, website, Facebook, Twitter, LinkedIn company page, etc.

The infographic below gives you some good information about the psychology of primary colors and should serve as a good starting place.

You may also be interested in reading this post about branding.

What are your corporate colors?


Psychology of Colors





Sheila Hibbard

Sheila Hibbard takes the fluff, hype and confusion out of marketing and social media. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. Author of Marketing Online Made Simple - WHO.

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