Are you building your business or personal brand? Knowing your audience and your tone is vital in creating a brand identity that encourages marketing that converts leads into customers or followers.

But there is one aspect of your brand that you probably haven’t put too much thought into.

And that’s your brand color.

What color should you use for not only your logo but also for your marketing material and website design?

Many businesses owners don’t realize that every color that they use for their business is a different way in which they speak to their customers. Do you want them to take action, or do you want them to subscribe to your mailing list? Depending on the colors you use, you can reach people through the entire customer journey.

So how do you use color to influence your customers? This article will go over the most common colors on the spectrum and how they make people feel and how you can ultimately use it to make them act.

The Importance of Colors in Marketing

If you’re not too sure why colors in marketing are essential for building your brand and customer loyalty, then let me break it down. In a study from the University of Winnipeg, it’s seen that it takes about 90 seconds for people to make a judgment or first impression about another person or a product they find online or in stores. Not only that, but out of that short amount of time, 62-90 percent of that judgement is based on the colors that they see.

This makes it imperative that brands use the right brand color to their full advantage. Because if you don’t, you may end of pushing potential customers away from your product of services.

But let’s also go a little deeper into what aspects of marketing colors can impact.

Brand Association

Whether or not you’ve realized it, we associate colors with their brands. When you think about the phone carrier company Verizon, the first color that may come into your mind is red. Or you may think about yellow McDonald’s uses because of those huge yellow arches every time you pass by one while driving.

Companies usually take time to choose their brand colors because they want you to remember them when you see their color.

And how do they do this?

By using their color everywhere! Advertisements, social media posts, and throughout their website. Companies will make sure that customers can associate that color to them like McDonald’s creating a link between them and that color that customers will remember, building their brand association within their industry.

Lead Conversion

Using colors can even drive conversions if you can use it right. In the same study by the University of Winnipeg, researchers also found that colors can change the emotional response a customer has to get them to take the desired action.

The study showed that marketers can use certain colors to do everything from increasing someone’s appetite to boosting their mood and buy on an impulse. That’s an impressive way to use colors, and you can do the same thing for your brand with the knowledge of colors psychology and using it in marketing.

But if you don’t know what colors are best for your marketing and brand, not to worry! We’ll now go into the color wheel and what each color stands for.

Color Theory Basics: The Color Wheel


Color Wheel

Before picking the colors you want for your marketing your business, know the color wheel and how these colors associated with one another. This will just be an overview of the spectrum from primary, secondary, and tertiary colors. There are a couple of other groups, but we’ll stick to these main three for now.

So, let’s hop into it!

Primary Colors

The first spectrum of colors is the primary list. This includes the colors red, blue, and yellow.

On a side note, if you’re talking about the primary colors for light, then that would be cyan, magenta, and yellow. But’s for this article we’ll only focus on the other three colors.

Primary colors are important because it’s where we can make every other color in the color wheel. You’ll usually see a lot of these three colors in advertising and branding. I’ve already given you two examples, such as McDonald’s for yellow and Verizon Services for red. Brands like these colors because of the impact it has with customers.

Secondary Colors

Secondary colors are made from the primary colors and can be seen as green, orange, and purple.

When mixed evenly, blue and yellow makes green, red and yellow makes orange, and finally, red and blue makes purple. These are also very common in marketing and are just as great of a choice for your marketing as primary colors.

FedEx uses both purple and orange in their logo, while Spotify is famous for their green icon design.

Tertiary Colors

And finally, you have your tertiary colors, which are made by mixing primary colors with secondary color. These colors are known as red-purple, yellow-green, and red-orange. They are mostly known as the “two-named” color group.

What Colors Should You Use?

So now that you know all you need to know about the color wheel and how colors are made, let’s go into color psychology.

This is a fascinating field of study that looks at the association colors have with emotions and how they can influence people. This is important to your brand and marketing material because, as I have said earlier, you can use the colors to create your brand identity, encourage people to buy your product and services, or just to follow your social media accounts.

Of course, with any field of study, there are a couple of things that you should keep in mind, but I’ll get to that later. For now, here are the primary and secondary colors and how people perceive them.


Red is a powerful color, when seen, this color, it gives off the feeling of passion, anger, fire, and love, confidence, and danger.

Red shows the intense emotions of both love and hatred. Because of this, red is a color that encourages people to do something right now. Whether it’s to fight, stop, or run. That’s probably why Marvel uses red for their logo.

This is a brilliant color to get your customers to act fast. It’s no wonder why you’ll see a surprising number of companies use the color for their marketing and branding.

You can use red whenever you want people to do your desired action. Put it in your call-to-action or your headers for emails and website pages. Red is great for sales that are ending soon, discounts, or giveaways.


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Orange is a very interesting color. It is between red and yellow on the color wheel. This makes the color appear as both passionate and bright, meaning that orange is mostly associated with warmth, positivity, and comfort.

Just think about how you feel when you see a sunset.

Other words that are associated with it are attention and enthusiasm. Orange is heavily used on websites such as Amazon, making you feel the comfort of being on the site, but also encouraged to use their service. You can use this color also for call-to-actions on your website. If you also want to make your followers feel like you are a warm friend that they can trust, orange is the right color.


Since orange uses the feeling of urgency it has from red, then the positive feelings that it has come from yellow. This color is a simple color that many don’t need time to guess what it means. The bright tone makes humans feel happiness, inspiration, and joy.

The company Lemonade not only uses the color because of its association with lemons, but because they wanted their customers to feel bright and energized like the drink and like sunny Los Angeles, where the company is located. You can use yellow when you want your brand to be seen as bright and cheerful.

This is a recommended color since this feeling is something that many people want to feel, especially after the pandemic.


Green makes people think about the world and nature. Everything that is not manmade or industrial. Humans like thinking about the calming side of nature. We are taken away from our stressful city life and puts us into the middle of the quiet hills, forests, and meadows. For this reason, green is mostly associated with harmony and balance.

Many companies that focus on being green and environmentally friendly uses this color, but you can also see this color for brands that want you to feel relaxed. This is the case for Spotify, whose green logo encourages its users to sit back, relax, and listen to their favorite artist.

You can use green to get people to be calm and take in your content. You can also use it for your buying buttons on your website to sell a course, product, or service.

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Blue is a straightforward color. Especially in the B2B world, you can see that companies use it to show an increase in productivity, workflow, and business growth. Therefore, blue is often associated with the feeling of stability, trust, reliability, and dependability.

Microsoft Windows uses blue for this exact reason. With their many software programs for school and business, Windows wants their customers to know that their products are the best for online productivity for you and your whole team.

You can use this is your business is in the B2B field or if you want to convince your customers of a product or service that will make their everyday life more productive.


Since purple is rarely seen in nature unless it’s a flower or a rare plant, the color has a more supernatural feeling to it. Kings and queens have often worn it in the past. Because of this, we often associate it with spirituality, magic, creativity, problem-solving, wealth, and royalty.

You can see this color with the online home store, Wayfair. By using purple, the company wants their customers to feel as though they can make their house into an elegant and spiritually calming space.

This is a color that significantly stands out on a page, thus, using it for call-to-actions and other important buttons that link to landing pages, forms, and other desirable action links is a great option for any business.

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Culture and Color Considerations

Knowing what color to use for your brand and how they impact customers is important.

But there is one very important thing that you should remember.

With color psychology, the way people perceive certain colors isn’t a black-and-white issue. You should also take into consideration that different cultures will feel different emotions with each color. Depending on religious, political, and social norms from each culture, the color spectrum may be looked at differently from the United States to Australia.

For example, in India, red represents purity instead of danger like in America. There are many unique examples of this, and you’ll have to do this research before choosing your marketing and branding colors. This all will depend on who your target audience is for a specific campaign or overall customer demographic.

Just be aware of what colors mean for everyone so you won’t have a problem in the future.

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Get Colorful!

Choosing a color for your brand and marketing is one of the most important steps that you could make to convert leads and grow your business. There’s a variety of different colors that are great for your marketing campaigns, personal social media accounts, and website design.

With a little research and a lot of creativity, you can take your marketing strategy and make it successful. Creating a colorful brand that boosts your brand awareness is just one of the first steps to creating a successful business.

If you want more tips and tricks about growing your business or brand, Social Media Calendar has resources that will help you take your business through the next steps.