The first step in creating your corporate identity is selecting your color scheme. This palette will cover your logo, website, marketing materials and office decor. Understanding how color affects your consumers will help you market your products effectively.

Don’t think colors impact your purchasing decisions? Would you go to a bakery that was black and red? Would you invest your money in a bank that was pink and yellow? Would you enroll your child in a preschool that was black and brown? Do you think of America when you see red, white and blue? Do you think of Halloween when you see orange and black?

Colors and Psychology

White: Pure, Clean, Simple

Brand Examples: Apple, Wikipedia


Yellow: Warmth, Optimism, Hope, Energy, Summer

Brand Examples: McDonalds, Yellow Pages, Sprint


Orange: Health, Fun, Inviting

Brand Examples: Nickelodeon, Amazon, Harley-Davidson, Tide,


Red: Bold, Aggression, Passion, Heat, Danger, Power, Attention Grabber

Brand Examples:Coca Cola, ESPN, Red Bull, CNN, Netflix, Wells Fargo


Pink:Romance, Energy, Youthfulness, Sweet, Girly, Flirty

Brand Examples: Barbie, T-Mobile, Pink by Victoria’s Secret, Hello Kitty,


Purple: Royalty, Wealth, Intelligence, Decadence, Mystery, Creativity

Brand Examples:Los Angeles Lakers, FedEx, Milka, Yahoo!, Hallmark, Cadbury,


Blue: Secure, Dependable, Progress, Loyalty, Truth, Trust, Relaxation (lighter hues)

Brand Examples: Ford, The Weather Channel, Dell, Fox, WebMD, Facebook, Hilton, USAA


Green: Fresh, Health, Organic, Growth, Money (darker hues)

Brand Examples: Starbucks, BP, H&R Block, John Deere, Heineken


Brown: Durability, Earth, Warmth, Strength, Familiar

Brand Examples: UPS, Louis Vuitton, Gucci, Sprinkles Cupcakes


Black: Wealth, Power, Classic, Sleek, Serious, Dramatic,

Brand Examples: Nike, BMW, Chanel, Playboy, MTV, Lexus, Amazon


Note: Colors evoke and symbolize different feelings in different cultures throughout the world. The color meanings above are for consumers based in the United States.