Color’s Impact on Your Brand

The first element of design.

Picking your company colors is an important decision–after all, it’s core to your corporate brand identity. Color is the first cue your visitors will get from your website, even before seeing images, reading copy, or hearing music. (Pro Tip: Please don’t put music on your website.) Color helps recall memory and immediately makes website or app users feel a certain way. You should consider color usage as design element that makes users feel what you want them to feel.

Here are some examples of colors and what feelings they evoke, along with some great examples of companies who use these colors successfully in web design.

White

While not technically a color, white is often associated with being “clean”–if a client asks for a “clean” website, we usually start by designing a website with a stark white background or a sleek black one.

Apple's White Logo

Black

Black brings a feeling of mystery, power, luxury, and sophistication when used in website design. It’s also commonly used as a background for simplistic websites.

Postmate's Black Logo

Gilt's Black Logo

Orange

There is a reason a lot of fast food places use the color orange. This warm hue entices hunger. It indicates joy and energy, as well as feelings of familiarity and friendliness.

Amazon's logo

Shutterfly

Blue

Blue is often used to indicate trust when it is chosen as a brand color. It’s also a color used to evoke stability, wisdom, faith, and truth. Considered a very calming color, it’s used frequently in the financial space to help customers feel as though they can trust a company with their money or security.

Facebook

LinkedIn

Visa

Green

The color of plants and grass often makes people feel as though a product or service is healthy or natural. It also implies growth, safety, and a strong association with money.

Spotify

Zendesk

Hulu

Purple

Purple is often associated with royalty. It also seems luxurious and **stable.

Craigslist

SyFy

Red

The color of eroticism, danger, energy, and action, red is often used to stimulate decision making. Calls to action are done in red on a lot of website designs.

GrubHub

Netflix

Brown

This color isn’t often used in web design. And while it might seem dull, it can also recall feelings of steadiness and strength, dependability, and friendliness.

The company with the highest recall of the color brown is UPS. it’s actually in their slogan. Company employees even wear brown.

UPS

Multi-color

Multi-color logos can imply a certain playfulness to a company. It can also indicate that the company does a number of different things.

Google

Ebay

Instagram

What are your favorite use cases of color in design? Major fails? We’d love to discuss!