Best Colors For Branding And Marketing [Brand Colors Explained]

Best Colors For Branding & Marketing

The natural inclination for most of us when it comes to picking colors for business is to simply go with our favorite color… because why not?

Well, it turns out that studies have consistently shown that certain brand colors are the best colors for branding and marketing convey certain meanings and invoke specific emotions.

This means that certain colors affect the purchasing decision of customers.  So, you may be losing out on sales at the end of the day.

Not only that, but your colors are shown everywhere from your logo, to landing pages, website, and the products you sell.  Focus on what message you want to convey with your branding and that will help you best decide what colors to go with.

The World’s Most Valuable Brands & Their Brand Colors

If there’s one thing you need to learn, it’s that you should model what’s already working.  

There’s no better place to do that then looking at the world’s most valuable brands according to Forbes to get an idea of what the most popular color choices are.

I did some research on the top 100 brands based upon their brand value and compiled all of their brand colors together.

The result is the chart below which displays the popularity of each of the brand colors for the top 100 brands.

Brand Colors By Popularity For Top 100 Brands - Best Colors For Branding And Marketing

To view the data used to create the chart above, you can download my Excel spreadsheet here to save it for later. 🙂

You’ll notice from above that black and white take the top 2 spots for brand colors in the chart.

Red and blue come up as a tie in a close third place.

The chart is interesting to look at, but what does it even mean in terms of selecting an actual color for your business?  And why are certain colors favorable over others?

Let’s take a look now at answering each of these questions. 😉👍

Brand Colors And Their Inherent Messages For Marketing

Each of us have a favorite color… at least hopefully you do? 😆

Anyways, here’s what each of the colors mean in terms of conveying specific branding messages and ultimately influencing people’s decisions to buy or not to buy a product.

Red Brand Color – Creates a sense of urgency, which is good for anything where you’re doing a flash sale or limited time deal. It triggers you to be hungry and stimulates you to be energized.

Blue Brand Color – Blue is associated with peace and tranquility.  It promotes a sense of security.  Most importantly, it instills a sense of inherent trust in customers which is why a lot of payment providers and credit card companies use it.

Green Brand Color – I personally associate green with being healthy and active. It promotes a sense of balance within yourself.  The biggest thing that leads someone to not purchase a product is confusion on what the product is or what it does.  Green gives you an inherent advantage to allow for customers to feel less confused and more likely to make a decision.

Purple Brand Color – Considered to be the color of prestige, importance, and wisdom.  It’s best for establishing a sense of authority with a customer.  You’re more likely to be respected as well.  It’s common for beauty product to use purple for this reason.

Orange Brand Color & Yellow Brand Color – Colors that draw in impulsive buyers by creating an emotion of anxiety in a customer.  This leads to them to look further into products and feel like they need to buy it.  Additionally, both orange and yellow are warm colors that promote happiness and contentment.

Black Brand Color – The color black is all about establishing power and authority in a space.  It’s why so many brands use black as at least one of their brand colors.

Gray Brand Color – Associated with old age and feelings of capability.  Gray conveys the idea of being knowledgeable in a specific field and competent to get a specific task done well.

White Brand Color – White instills a sense of purity in people.  It’s a clean color that allows for creativity to flow and creates a sense of safety and security within the customer’s mind.

How Many Brand Colors Should You Have?

This is a great question to take a look at now that you have a solid idea of what all the various colors mean from a marketing and psychological perspective.

My recommendation is to keep it simple and have no more than 3 colors if possible.

If you have just one color as the main color, such as blue, and then use black and white as secondary colors is a good way to go about this.

You certainly can have however many brand colors you see fit but the majority of brands only of two to three colors.

Plus, choosing just one main color to go with makes things much more simple and easier to hit the ground running with starting your business off on the right foot.

Frequently Asked Questions About the Best Colors For Branding And Marketing

Brand colors are the main colors a company chooses to feature on all their products to make their brand more established and recognizable.  Colors represent what the company stands for and how they want to be portrayed online and offline by their customers.

Get familiar with the inherent messages that certain colors present.  Some colors create urgency and others instill trust.  Choose a color that aligns with the marketing presence you want your brand to be most known for.

A brand color palette is the unique set of colors that make up the brand design and logo of your business.  The color palette should be an assortment of colors that work together to convey a message to your customers.

The number of colors in a brand color palette is typically 3-4 colors.  However, you can have any number of colors to create your brand presence.  Just remember that simple is better and usually choosing only 1 to 3 colors is best for your brand and logo design.

Certain colors attract customers in various ways psychologically.  Red instills urgency, blue builds trust, purple promotes prestige of a brand, and black presents your business as an authority to customers.

The warm color yellow can be considered the friendliest color.  This is due to the color bringing out happiness and contentment.


The best way to be sure you’ve picked out some solid colors for your business is by keeping it simple.

You can choose one to two colors to represent the branding of your business.

From there, you’re ready to hit the ground running with your logo design and ensuring everything you create has those brand colors to invoke a sense of brand awareness.

Now it’s your turn.  Leave a comment below with the colors you’re using for your own business. 😀👍

Affiliate Disclaimer

I hope you enjoyed this post. This post may contain affiliate links, meaning I get a commission if you decide to purchase through my links at no additional cost to you.

  • Abdul majid says:

    I think yellow is the worst colour to use for anything ?

  • Dylan says:

    Great post David!

  • great Blog David right color selection is very important for any brand because every color has own message delivery so we have to understand these things
    thank you for sharing your information in the form of blog glade to read it ?

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