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One of the most important tools to take into consideration when designing your brand image is the color palette. This is not a superficial decision— color carries meaning and communicates ideas. Sometimes you’re locked-in to the colors of a brand, but other times you’ll have the freedom to explore.

Your visual identity is a visualization of your brand’s characteristics and includes your logo, color palette, typography, and more. Logo strategies are evolving in line with the rise in digital channels, available formats, and color options. Your logo should help your business stand out. According to Nielsen Research, when purchasing a product, more than 92% of customers place brand presentation as a determining factor in making a purchase.5 Color is visual, it affects mood and humor, and triggers cognitive and emotional meaning for customers. The colors you select for your business should help to enhance your brand and influence, not hinder, sales.

When deciding upon a color palette to select for your brand, treat your colors no differently than you would your keywords. A balanced recipe equals impact. In other words, colors subconsciously effect customer perception and help to convince customers that they like what they see.

— For more lessons like this, purchase your copy of Act Like a Business: Think Like a Customer by Dr. Elijah Clark from all major bookstores. —

Dr. Elijah Clark
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Cite this article:
Dr. Elijah Clark (August 3, 2023). Design Colors [Web log post]. Retrieved from
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