Color plays a vital role in shaping the way we understand the world, and when it comes to branding, there is no more important element. People recognize color before they do letters or even shapes, and the psychological impact of color has long been proven.

Get to know your colors and start using those tones and hues to benefit your business.

Send the right message

An eye-catching color may help you stand out, but unless it suits your business and industry it is unlikely to resonate with your target audience. Before you choose your colors, think about the main message that you are trying to get across. Do you want to inspire feelings of class and sophistication, trust and reliability, or are you going for more of an environmentally-friendly vibe? Decide on one main quality that defines your business and choose your colors accordingly.

Colors are linked to emotions. What feelings you want your logomark to evoke in your audience?

Know your audience

Your colors will mean different things to different people, making it vital that you know how your audience will react. Consider cultural factors, age demographics, gender preferences and even the climate where your target market lives. If you are targeting a diverse range of people, follow Google's lead and incorporate a variety of colors.

Don't copy the competition

You never want to be confused with your competition and using completely different colors to theirs will help set you apart. While you shouldn't use colors that deviate from your core message, there will always be more than a couple of suitable options, so choose one that isn't already taken.

BP, Shell, Caltex - three very different logos, from color palette choices to shape and style.

Test them

Whether you invest in focus groups or host an opinion poll, test your colors thoroughly before you even think about signing off on them. Yahoo CEO Marissa Mayer tested new Yahoo logos over 30 days before declaring the winner. If your colors are going to evoke feelings other than those you have in mind you need to know this ahead of time. It will cost a lot less to make changes before you launch your colors than it will to rebrand later if you get them wrong.

Embrace them

Once you have found the right colors for your brand embrace them throughout every aspect of your business. Everything from your merchandising and uniforms through to your logo and website should showcase your brand's colors. The more your brand is associated with particular colors the easier it will be to stand out – your goal should be to own those colors!

Embrace your true colors. Own it and get creative!

Tapping into the power of color can give your business an edge, so don't just go with your favorite colors, use those that have been proven to work.

Want More?

Curious about what colour can do for you? Check out these resources:

50 Beautiful Rivetting Red Logos

Colorful Logo Design Generator (BrandCrowd.com)

15 Inspiring Square Logos Designs

The Power of Color - 15 Outstanding Blue Logo Designs

Don't know the difference between a logomark and a emblematic logo and which one's right for you? Discover the 5 Logotypes of Design now!

Written by Divya Abe on Friday, May 22, 2015

Divya Abe is an expert graphic designer ready to share her knowledge with the crowd. Besides spending quality time on the internet she enjoys anything to do with cats. Get in touch via Google+.