The Meaning of Colors: Which Colors are True to Your Branding?

When it comes to gardening or cooking, there’s no such thing as too many colors. In fact, the more vibrant the tones, the better. Unfortunately, the same can’t be said for branding. In branding, we have color conventions, meaning we expect certain colors from certain brands. 

If a nursing home had fluorescent branding, for example, you’d probably notice. (And not in a good way.) That’s because in design, the meaning of colors can impact customer trust and decision-making. The colors you choose for your brand can even impact how long visitors stay on your website.

If you’re unsure of the specific meaning of colors, especially related to your industry, keep reading. We’ll discuss the psychology of colors and how these color associations can impact your current and future customers.

Different meanings of colors around the world

It’s important to note that locale can influence how people experience a brand. Localization is an important part in choosing words, designs, and of course, colors. This particular post focuses on marketing color associations here in the states. 

The meaning of the color red in marketing

Image source: Coolors

Perhaps due to its striking nature, red is one of the first colors we can see as developing infants. As children, we associate this primary color with passion and anger. But if we go beyond simple associations, there’s even more to this bold color. So, what’s the true color psychology of red?

In advertising, red is key for action. The majority of fast food restaurants lean heavily into this color, and that’s no coincidence; advertisers want you to see the Wendy’s sign (or McDonald’s, or Arby’s, or KFC…) and turn into the parking lot. These same advertisers want you to make a snap decision and purchase their products. They want the process to be impulsive and transactional.

But action goes beyond instant gratification. Action is also necessary in emergencies, which is why red is synonymous with medical groups like the Red Cross, ERs, and life-saving nonprofits.

According to Color Psychology, red was one of the earliest colors used by prehistoric artists, and it continues to be heavily influential in design today. This tone can mean anything from passion to danger, so be sure to use it with caution.

The color: Red

The meaning/color association:

Action + emergencies

Industries that use red in marketing: 

• Fast food

• Hospitals 

• Emergency-related nonprofits 

• Highly transactional or instant services

The examples of red in marketing: 

• Wendy’s 

• The Red Cross 

• YouTube

• Netflix 

• Coca-Cola 

• Exxon 

• Target

• Marvel

The meaning of the color pink in marketing

Did you know pink was once thought of as a “boy’s color?” Prior to the mid 19th century, babies and small children weren’t dressed in pink or blue, but instead in simple white frocks. Then, as pastels gained popularity, it was deemed that pink, a “stronger” color, was more fitting for boys. Girls, who were thought to be more dainty, were assigned light blue.

During the baby boom of the 20th century, however, this color scheme switched, and pink became the official “girl color.” This theme continues today with gendered toys, outfits, and even brands (e.g. Barbie and Cosmopolitan). Even the official ribbon of breast cancer awareness—a disease that primarily affects women—is pink. 

But that doesn’t mean pink is off-limits to gender neutral or even masculine brands. If anything, pink may be less competitive, lending itself to an exciting, youthful vibe.

According to color psychology, pink implies calmness and optimism (e.g. seeing the world through rose-colored glasses). Brands associated with hope and joy should consider using this color.

The color: Pink

The meaning/color association:

Girls and women, youth, excitement, silliness

Industries that use pink in marketing: 

• Children’s commerce

• Fast food

• Women’s/girls’ brands

• Tech brands looking to differentiate

The examples of pink in marketing: 

• Barbie

• Baskin Robbins

• T-Mobile

• Lyft

• Taco Bell

• Cosmopolitan

• Airbnb

• Instagram

The meaning of the color orange in marketing

One could argue orange is a bit more frivolous and seasonal. Fall leaves, summery fruits, Halloween—this color is a major player when it comes to fun.

Because of this, many of the brands that choose orange as their main color are brands with a focus on joy. Harley-Davidson and Nickelodeon couldn’t be more different in product or customer base, but they both use orange as their primary color (even thought it’s technically a secondary color—get it?).

According to color psychology, orange is social and active, which could be ideal for brands that focus on in-person interaction.

The color: Orange

The meaning/color association:

Joy, frivolity, fun, youth

Industries that use orange in marketing: 

• Restaurants

• Commerce

• Tech companies

The examples of orange in marketing: 

• Harley-Davidson

• Nickelodeon

• Etsy

• The Home Depot

• Dunkin Donuts

• Reese’s

• Orange Theory

• Zapier

The meaning of the color yellow in marketing

Like red and orange, yellow is another warm color. This means yellow often has positive, even exciting, connotations. This cheery tone is commonly associated with the most summery and colorful aspects of nature, like sunshine and flowers.

Many of the brands that use this color are exciting or classic brands. You’ll often see it paired with red (e.g. McDonald’s, Denny’s) or blue (e.g. IKEA, Best Buy).

According to color psychology, yellow was one of the earliest colors used, often representing gold and wealth. Additionally, the brain releases serotonin when surrounded by yellow, supporting its positive nature.

The color: Yellow

The meaning/color association:

Cheer, summertime, classic, fun

Industries that use orange in marketing: 

• Restaurants

• Tech companies

• Brands that simplify processes

The examples of yellow in marketing: 

• Denny’s

• McDonald’s

• Snap

• Sonic

• Shell

• IKEA

• Best Buy

• Nat Geo

The meaning of the color green in marketing

Green is the first cool color in this list, and you’ll start to notice that our examples will become more “serious” as we get into cooler colors.

This is because cooler colors are often associated with business, trust, and money. Green, specifically, is often related to finance and eco-consciousness.

Ironically, the argument could be made that many companies use green in their branding even though they’re actually not very “green” at all (e.g. BP and Land Rover are perfect examples). 

But they’re not alone. Even grocery chains and other major corporations use green as their main color, despite contributing heavily to carbon emissions. 

Should green be off-limits to major corporations with large global footprints? Of course not; however, it does bring up an interesting conversation about branding. Primarily, it begs the question, do we consider a company to be more progressive or eco-friendly just because of the color green? Is branding that powerful? I would argue yes.

According to color psychology, green promotes therapeutic and positive outcomes, making it a potential contender for cognitive testing. This color could be perfect for brands with a focus on support.

The color: Green

The meaning/color association:

Trust, financial reliability, eco-focused, earth-friendly

Industries that use green in marketing: 

• Fintech

• Ecommerce

• Progressive businesses

• Nature-related industries

• Eco brands

The examples of green in marketing: 

• Starbucks

• John Deere

• Whole Foods

• Shopify

• Publix

• Land Rover

• Spotify 

• Hulu

The meaning of the color blue in marketing

As we mentioned above, blue’s often seen as a “boy’s color.” Yet, blue in branding is rarely synonymous with men and boys the way pink is with girls and women. Instead, blue tends to be the color of reliability and connection, which is why we often see it associated with social media companies.

According to scientific and historical research, blue may have been one of the last colors humans evolved to see. Many ancient cultures didn’t even have a word for this beloved hue. Now, of course, it’s one of the first words we learn to describe the ocean and the sky, making it universally known and appreciated.

The color: Blue

The meaning/color association:

Professionalism, trust, connection

Industries that use blue in marketing: 

• Connection-focused tech

• Broadcast media

• Social media

The examples of blue in marketing: 

• LinkedIn

• Facebook/Meta

• AT&T

• Twitter

• General Electric

• Skype

• Visa

• IBM

The meaning of the color purple in marketing

Purple may not be everyone’s favorite color, but it’s commonly used to symbolize royalty, making it ideal for luxury brands or brands specializing in non-necessity items.

According to color psychology, purple often “lives” in that murky space between royalty and mysticism. While it’s thought to be an official-looking color, it’s also used to denote magic. Perhaps this is why we see it used in Halloween color schemes each year.

The color: Purple

The meaning/color association:

Childhood, fun, entertainment, royalty, magic

Industries that use purple in marketing: 

• Luxury brands

• Candy companies

• Entertainment

• Brands delivering personalized results

The examples of purple in marketing: 

• Discord

• Twitch

• Wonka

• Cadbury

• Roku

• Yahoo!

• Purple Mattress

• HBOMax

The meaning of the color black in marketing

If you paid close attention in art class, you already know black is the absorption of all the other colors. That makes it hard and striking, and it’s arguably both the boldest yet least offensive color in this list. 

Because of its neutral status, black is a comfortable hue for brands, often paired with white for a high-contrast look. Companies with a “serious” product often turn to black, as do companies that need to appeal to a large, diverse audience.

According to color psychology, black’s neutral status makes it easy to project onto. For example, black may be seen as mysterious, sexy, negative, or sophisticated, depending on how it’s used.

The color: Black

The meaning/color association:

Serious, classic, stylish

Industries that use black in marketing: 

• Fashion

• Sportswear

• News

• Legacy brands

The examples of black in marketing: 

• Nike

• Chanel

• Apple

• Puma

• Prada

• Converse

• The New York Times

• Vans

Conclusion

Colors are a fun way to give your brand personality. Choosing just a few hues can be difficult, though, not least of all because of the different meanings of colors. If you’re struggling to find the right look and feel for your brand, we can help.

Our agency helps companies like yours find the right balance, helping you create a logo, colors, and words to express your mission. You can see all the services we offer here.

Not sure if we’re right for you? Contact us for a consultation—the first one is always free.

Cover image taken at Nashville’s Yellow and Lavender