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Choosing the right colours for your brand

Have you ever considered why that airline might have chosen their unmistakable orange? Or why blue is the colour of financial institutions like banks and accountants? Why do health food shops and supermarkets use green in their branding? These colour choices were no accident. Colour plays a vital, yet perhaps subconscious, role in how we perceive and react to a brand, so it’s important to consider the colours you use to represent your business.

Red suggests excitement, warmth, vitality and danger. It increases our heart rate and encourages a passionate response from people.

Orange can make products seem less expensive. Cheerful, warm and happy. Often associated with value-led businesses. Also a popular colour used inside fast food restaurants, as it stimulates the appetite.

Brown is rich, earthy and natural. Ideal for products and businesses who want to appear trustworthy and organic.

Yellow symbolises sunshine, happiness and optimism. Apparently an effective colour to increase sales.

Green suggests health, freshness, and freedom. Ideal for products associated with health, food or activities with a strong emphasis on the environment. Dark green is known to appeal to wealthy customers.

White symbolises purity and truthfulness. Contemporary and clinical. It’s the best web background colour. Encourages us to clear clutter or obstacles.

Black symbolises power, sophistication and mystery. Shooting products on black backgrounds can make them look desirable and luxurious.

Blue represents trustworthiness, coolness, cleanliness, stability and honesty. A popular corporate colour, especially for financial institutions.

Purple suggests spirituality, royalty and luxury. Using purple can denote a superior product or service as it conveys gravitas and power.

Pink suggests caring, gentleness and is calming. Ideal for massage rooms and spas. Often used by charities.

Just like your wardrobe, colour tones can go out of fashion — that’s why some major brands make subtle adjustments to theirs through the years.


Jason Gill MD



To your success,

Jason Gill
01202 680743
[email protected]