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How to Choose the Right Color for Your Brand or Product The correct choice of the dominant color of your brand is crucial. This color should appear on all promotional pieces, including the logo and packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and align with your brand promise.

In addition, you should take into account thecolor psychology”, which is quite complex. Colors can mean different things depending on the culture, situation, and industry.

Colors communicate emotions and therefore help to give personality and character to products, characters and environments.

In the cinema, color is used with great skill both to create settings and to give a character a certain personality.

Here are some examples of this “chromatic narrative”:

in settings
in personification

The filmmaker Lilly MTZ-Seara presents in an interesting film how femininity, passion, violence, among many other aspects that define audiovisual communication, are illustrated in cinema.

In this Instagram account you can see color palettes, the author picks the color palette used from different movie frames.

And in the costumes color is also applied to define the character. Let's see what Velvet's costume designer tells us.

And let's not forget of course Disney who uses color masterfully to differentiate heroes from villains.

The psychology of color in Marketing and Branding

In marketing, companies use colors to arouse certain emotions in the audience.

Although the perception of colors differs depending on culture, situation and industry, in the West there are some universal meanings:
Light blue is perceived as trustworthy, financially responsible and secure. Strongly associated with the sky and the sea, blue is serene and universally accepted. Blue is an especially popular color in financial institutions, because its message of stability inspires confidence.
Red activates the pituitary gland, increasing the heart rate and speeding up breathing. This visceral response makes red aggressive, energetic, provocative and attention grabbing. Count on red to provoke a passionate response, although this is not always favorable. For example, red can represent danger or debt.
In general, green connotes health, freshness and serenity.. However, the meanings of green vary with its many forms. Darker greens are associated with wealth or prestige, while lighter greens are calming.
In every society, yellow is associated with the sun. For this reason, this color communicates optimism, positivism, light and warmth. Certain shapes seem to motivate and stimulate thought and creative energy. Bright yellows are seen by the eye before any other color, making them ideal for point-of-purchase displays.
It is a color that due to its mixture of passionate red and calm blue, purple evokes mystery, sophistication, spirituality and royalty. His more washed ways evoke nostalgia and sentimentality.
The message of pink varies with its intensity. Warmer pinks convey energy, youth, fun and excitement and are recommended for cheaper or trendy products for women or young girls. Paler pinks look sentimental. Lighter pinks are more romantic.
The “garish” orange evokes exuberance, fun and vitality. With the drama of red plus the playfulness of yellow, orange is seen as outgoing and often childish. Research indicates that its lighter forms appeal to the expensive market. Shades like peach work well for health care, restaurants, and beauty salons.
This earthy color conveys simplicity, durability and stability. It can also generate a negative response from customers who associate it with dirt. Certain forms of brown, such as terracotta, can convey an expensive appearance. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Internet users, like consumers, experience similar emotional reactions to the diversity of colors of both brands and websites. That is, they show themselves susceptible to being influenced by a certain color. Therefore, if the intention is to achieve the greatest business opportunities, and therefore increase our sales, it is necessary to place special emphasis on the entire design process and above all on a correct choice of color. If we do not feel empowered or safe to make this decision, we can always ask for advice and opinions,

You have to be careful with the connotations of the colors and adapt them to the target audience that we hope to attract. To do this, we can take into account different connotations and sensations associated with the different colors, and even the existing links of some colors to certain professional sectors.
White is associated with light, goodness, innocence, purity and virginity. It is considered the color of perfection. It is an appropriate color for charitable organizations. By indirect association, angels are often represented as images dressed in white clothing.

White is associated with hospitals, doctors and sterility. Therefore, it can be used to suggest to advertise medical products or products that are directly related to health.


Yellow symbolizes sunlight. It represents joy, happiness, intelligence and energy. It is advisable to use yellow to provoke pleasant, happy feelings. It is very suitable for promoting products for children and leisure.

Men usually find yellow very casual, so it is not recommended for promoting expensive, prestigious or men-specific products. No businessman would buy an expensive watch with a yellow strap.


Orange combines the energy of red with the happiness of yellow. It is associated with joy, the bright sun and the tropics. It is a color that fits very well with young people, so it is highly recommended to communicate with them. Citrus color, it is associated with healthy eating and appetite stimulation. It is very suitable for promoting food products and toys


In advertising, red is used to provoke erotic feelings. Symbols such as red lips or nails, shoes, dresses, etc., are archetypes in suggestive visual communication. As it is closely related to energy, it is very suitable for advertising cars, motorcycles, energy drinks, games, sports and risky activities.


There are surveys that indicate that it is the preferred color of 75% of children before adolescence. Purple represents magic and mystery. Bright purple is an ideal color for women-oriented designs. It is also very suitable for promoting articles aimed at children.


Blue is a typically masculine color, very well accepted by men, so in general it will be a good color to associate with products for them. It is suitable for promoting high-tech or high-precision products. It is very suitable for presenting products related to cleaning (personal, home or industrial)


Due to its association with nature, it is ideal for promoting gardening products, rural tourism, outdoor activities or organic products. Dull and dark green, due to its association with money, is ideal for promoting financial, banking and economic products.


Black represents power, elegance, formality, death and mystery. Its use in museums, galleries or online photo collections is typical, because it makes the rest of the colors stand out a lot. Contrasts nicely with bright colors.

Black is serious, brave, powerful and classic. It creates drama and connotes sophistication. Black goes well with expensive products, but it can also make a product look heavy.
White connotes simplicity, cleanliness and purity. The human eye sees white as a bright color, so it immediately draws the eye's attention. White is often used in children's or health-related products.

All the colors mentioned can be separated into two basic categories: warm and cool.

Usually, warm colorslike red and yellow, convey a sociable and energetic message, while cool colorslike blue, are calmer and more reserved.

However, increasing the brightness of a cool color increases its vibration and reduces its reserve.

Explanation of color terminology

If you're not a designer, color terminology may sound like another language. Here are the most common definitions of some color-related terms you may come across while creating your palette:
color wheel
A visual showing the relationship between the 12 primary (red, blue, yellow), secondary (violet, green, and orange), and tertiary colors. Plus, it's a great tool for finding complementary and contrasting colors.
One of the 12 colors that make up the color wheel.
Tint, hue or hue
The different ways to transform a tone into a variety of colors. A tint is a shade mixed with white, while a tint is a shade mixed with black. Every hue mixes a hue with black and white.

Create a color palette

Once you've become familiar with color terminology and the color wheel, you can start using your knowledge to create palettes. A color palette is simply the way colors are arranged or combined:
A palette comprising a single shade, with different tints or undertones. Think of the different shades of blue on a packet of Oreo cookies.
A palette made of colors that appear next to each other on the color wheel. These combinations tend to be very harmonious, as we can see in the palette of greens and yellows of the John Deere agricultural company.
A palette comprising colors that lie on opposite sides of the circle. If they are used on top of each other, such as by applying red text on a green background, they will clash. But when placed side by side they can help you stand out. Think of the 7-Up logo.
Also known as "complementary split," this palette takes two adjacent colors on the circle and combines them with a color on the opposite side.
A palette made from three colors taken from equidistant parts of the circle. Burger King's red, blue and yellow logo is a classic example.

Choosing and testing your palette

Once you're up to speed with the color wheel and palette options it's time to start the fun part, playing around with different palettes based on your main colors.

If you find it difficult to choose an ultimate palette, try some of your favorite combinations. You may find that you haven't chosen colors with enough impact (for example, if you've chosen a monochrome palette) or that they don't look the same in print or online.

It is also worth comparing your colors to those of the competition, if they are too similar you risk going unnoticed, and what your colors mean in a global context. For example, in the UK green is the color of envy, but in France and Germany it is represented by yellow.


Well, it was not so easy to decide on a range of colors for our company! But at least now you have a pretty clear idea of ​​everything that is at stake when choosing the palette that we are going to use corporately.

If this topic aroused your curiosity, here are 2 pieces of information that may interest you:

One is the book: «Color Psychology» by Eva Heller, here is the link to a video about the book
And the other is an excellent Domestika course, it is: "Introduction to the psychology of color: chromatic narrative" where Sole Otero, illustrator, textile designer and cartoonist, explains the symbolism of color and shows how to create color palettes that work well communicationally.
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