Choosing colours for your brand can feel like an impossible task. There are so many colours, tones and shades to choose from that it’s hard not to feel overwhelmed. However, don’t just pick your favourite colour, or randomly stick in a pin. There are more to brand colours than meets the eye.
Brand colours say a lot about who you are as a company and can even help define your brand strategy. Some of the most prominent brands in the world use colours to their advantage. Take McDonald’s iconic golden arches. Did you know that yellow is a great colour for food and beverage companies because it incites happiness and hunger?
By picking your brand colours carefully, you can not only subconsciously draw in customers but create value-driven design too.
Which brand colours are most popular?
The world’s top 100 brands share similar colour palates, despite the wealth of colour options available. Here are the most popular choices made by the biggest brands for one of their main colours:
- blue was used by 33%
- red by 29%
- black or greyscale by 28%
- yellow or gold by 13%
The top 100 brands all use at least one of these four colours. But what do these popular colours say about their brand strategy, and how do they appeal to their target audience?
The most popular colour choice for major brands, blue is thought to put people at ease and have a calming effect because it reminds your customers of the sea and blue skies.
It incites feelings of:
Blue is most popular in the IT, finance, and travel and tourism sectors. If your brand goals include creating a sense of trust, it might be the right choice for you.
Red increases your heart rate and is believed to evoke passion and a carnal response.
It’s bright and eye-catching nature makes it:
These qualities make it popular with the food and beverage, motor and IT industries. You may want to consider using red if your brand strategy includes evoking strong emotion.
Black or greyscale
It may sound boring, but black is often used to create a sense of modern sophistication.
It works well for expensive products because it creates a sense of:
This makes it a clear choice for many clothing, IT and motor companies – but usually only the high-end brands within these spaces. If your target audience loves one-of-a-kind pieces, black may be the right colour for you.
Yellow or gold
We’ve already mentioned that yellow and gold evoke happiness and hunger, so they’re used by a lot of food and beverage companies.
They also incite:
Many construction companies use yellow, as well as a few service industry brands. But this colour is most prominent in companies who provide food. It’s worth considering whether yellow would make you too similar to your competitors if you’re a food and beverage company.
If you want to attract customers and incite a relevant response from them, take the time to choose the right brand colours for you.
Learn more about branding strategy by reading our blog on important design details you can’t overlook.