A comprehensive guide to using color in branding

Color trends and brand examples

Color matters tremendously in branding. Logos tend to be the most attention-grabbing brand element, but color influences brand perception in major ways. According to a study, half of consumers have chosen one brand over another based on color. Colors offer emotional triggers and cultural associations.

Color psychology involves using the emotions associated with particular hues to strategically convey ideas about your brand. By identifying how colors affect our thoughts, feelings, and behaviors, you can create a visual brand identity that connects with your target audience. It goes without saying that the strategic use of color can hugely impact your brand perception and overall marketing success.

Colors and their associated emotions and perceptions:

It turns out that blue, red, and green are the most commonly used colors for the logos of top Fortune 500 companies. Major companies with blue logos include Meta, United, AT&T, Intel, and Tiffany’s. Red represents Adobe, YouTube, Netflix, Costco, and Levi’s, for example. Some notable brands using green are Duolingo, Spotify, Whole Foods, Girl Scouts, and Starbucks. Our study shows that blue ranks at the top for building brand trust and being the most likely to trigger impulse purchases. In fact, that same study showed that blue, black, green, and white are seen as driving brand trust.

Other factors that may influence the colors you select for your brand palette could be the trending color of the year. For example, since 1999, Pantone has announced its color of the year, and that announcement has affected everything from branding to interior design to fashion. Pantone’s 2026 color of the year is ‘Cloud Dancer,’ which is meant to be calm and serene and symbolize a clean slate, wellbeing, and lightness.

Tips for creating a brand color palette

Color theory explores how colors work together to affect our perception. Brand colors show up in logos as well as website designs, print and digital marketing materials, social media, packaging, and more. So, they need to be used consistently and send a subtle, subconscious message.

There are four main color schemes: monochromatic (different shades and tints of the same color), analogous (a harmonious use of neighboring colors on the color wheel), complementary (uses colors opposite each other on the color wheel), and triadic (three, evenly space colors around the color wheel).

As you consider your brand’s color scheme, you’ll need to understand your brand personality (e.g., funny, modern, clever, witty, optimistic, helpful, cheerful, curious, brave, creative, courageous, sustainable, authentic, compassionate, inclusive, etc). Often, it directly correlates to the businesses’ core values and mission, as well as what’s top of mind for your target audience. In addition to considering what colors your target audience would respond to, you’ll need to think about your competitors and how you can differentiate from them.

Finally, articulate a design style. Along with color, consider fonts, textures and patterns, imagery, shapes and elements, and filters and effects. Is your brand meant to be neutral and minimal or bold and vibrant, or something else?