Unlocking The Power Of Color In Brand Identity: 8 Important Things To Know

Use of colors in brand identity

Have you ever wondered why some logos and designs just seem to jump off the page, while others fall flat? 

Well, one of the key factors in creating memorable and impactful designs is colour. 

As a graphic designer, it’s essential to understand how colour works and how to use it effectively in your work. 

In this comprehensive guide, we’ll explore the power of colour in graphic design and give you the tools and knowledge you need to take your designs to the next level. 

Whether you’re a seasoned pro or just starting out, this guide will help you unlock the full potential of colour in your work. 

So let’s dive in and discover the fascinating world of colour in graphic design!

8 Important the Power of Color In Graphic Design

1. Create Emotional Connections

When we look at colours, we get a very specific and individual perception of them. 

It is possible for us to feel a wide range of emotions based on the colours we select for our everyday life, including the colours we wear and the colours we surround ourselves with, as well as the colours we pick to decorate our homes. 

When it comes to the field of graphic design, one of the most important tools for designers to use in order to forge emotional connections with their target audiences is colour. 

Designers are able to create designs that not only look attractive but also connect with people on a deeper level if they have a solid understanding of the psychological effects of colour.

In graphic design, how exactly does the use of the colour function to evoke certain feelings in the viewer? 

The solution can be found in the manner in which our brains interpret the differences between colours. 

The spectrum of colours may be broken down into two categories: warm colours and cool colours. 

Each hue elicits a different set of feelings and emotions in people.

Red, orange, and yellow are examples of warm hues, and they are connected with a sense of passion and vitality. 

These hues are frequently utilised in the design process to evoke feelings of enthusiasm and a sense of immediacy. 

For instance, the colour red is a potent one that may signify a number of things, including love, passion, and even danger. 

It is frequently utilised in the design process to generate a sense of immediacy, such as in the case of a sale or a call to action.

On the other side, colours like blue, green, and purple, which are on the cooler end of the colour spectrum, are linked to feelings of peace and rest. 

To convey a sense of calm and composure to the viewer, designers frequently turn to these colour palettes. 

For instance, blue is a soothing colour that is frequently utilised in the architecture of healthcare facilities in order to engender feelings of trust and safety in patients.

In addition to being classified as warm or cool, every hue also has its own set of meanings and connections associated with it. 

As an illustration, the colour yellow is connected with sunshine, warmth, and happiness, but the colour green is associated with nature, growth, and equilibrium. 

These meanings and associations can be utilised by designers in the process of creating designs that elicit a specific range of feelings and emotions.

Coca-Cola is a good example of a company that has successfully utilised colour in order to establish emotional ties with its customers. 

The brand is readily recognised thanks to its unique colour scheme, which is red and white. Just looking at it makes one feel energised and excited. 

Also, the colour red is linked to positive emotions like joy, ardour, and love; these are precisely the types of feelings that Coca-Cola wants consumers to connect with their product.

Tiffany & Co. is yet another company that comes to mind when one thinks of a brand that has successfully utilised colour to build emotional ties. 

The blue hue that serves as the brand’s characteristic shade is immediately recognisable and elicits thoughts and emotions associated with luxury, elegance, and refinement. 

Trust is an emotion that is crucial to Tiffany & Co. as a high-end jeweller, and blue, which is connected with trust, is one of the company’s signature colours.

2. Establish Brand Identity

The first thing that usually comes to mind when you think of some of the most known companies in the world, such as McDonald’s, Coca-Cola, or Nike, is the distinctive logos that represent those firms. 

The use of colour is another important aspect of these logos that contributes to the memorability of the designs. 

Because colour plays such an important part in developing the identity and awareness of a brand, it is an essential factor that should be taken into consideration by both designers and marketers.

Choosing the appropriate colours is an essential first step in the process of developing a brand identity. 

The personality of a brand, its core values, and its very soul can be conveyed through colour in a way that cannot be achieved with words alone. 

For instance, if you want to develop a brand identity for your company that exudes a sense of modernity and originality, you may choose a colour scheme that incorporates various tints of blue, green, or purple. 

If you want to establish a brand identity for your company that exudes vivacity and joie de vivre, you can use a colour scheme that incorporates variations of the colours red, orange, or yellow.

When you have determined which hues would best represent your company, you will be able to apply those hues uniformly across all of the collateral that represents your brand. 

This includes your company’s packaging, marketing materials, website, and other branded elements. 

You can develop a unified and memorable brand identity for your company by using your colours in a consistent manner. 

This will allow people to recognise and associate your business with those hues.

Starbucks is a good example of a brand that has been able to successfully build a unique brand identity by making effective use of colour. 

The green colour that is distinctive to the brand is easy to identify at a glance and conjures up thoughts of newness, the outdoors, and eco-friendliness. 

Also, the colour green is connected with coffee, which is the primary commodity that the business sells. ‘Starbucks has developed a powerful and memorable brand identity that is simple to recognise by using this hue consistently across all of their branding materials. 

This enables Starbucks to be easily recognised.

Apple is yet another example of a brand that has successfully created a unique brand identity by making use of colour. 

The logo of the brand, which is a straightforward apple with a hole eaten out of it, is easily recognised at a glance and is generally displayed in monochromatic forms, such as hues of white or grey. 

The uncomplicated design and colour scheme create ideas of refinement, simplicity, and minimalism, all of which are significant attributes of the Apple brand.

3. Communicate Messages

Since colour has the ability to express particular meanings or concepts, it is a vital tool for designers who want their work to convey a specific significance or meaning in some way. 

For instance, you might associate the colour red with the concept of danger or caution when you see it, whereas the colour green might make you think of nature or being friendly to the environment.

Because of the prevalence of culture in the formation of colour associations, certain hues may be ascribed to a variety of connotations in various regions of the world. 

Color associations are not universal. 

In Western cultures, for instance, the colour black is frequently linked with death or sorrow. 

In some Asian culture, on the other hand, the colour white is the colour associated with death. 

While attempting to convey meaning through the use of colour, it is essential for designers to take into account the various cultural norms.

When it comes to marketing, colour is a powerful tool that can be utilised to shape consumers’ opinions about products and services. 

For instance, a business that specialises in selling nutritious food can choose to portray a sense of openness, connection to nature, and wellness by employing various hues of green and blue. 

On the other side, a luxury brand might utilise gold or silver to convey a sense of exclusivity, elegance, and luxury through the usage of their branding.

In social promotions, colour can also be employed to send certain messages to target audiences. 

For example, the colour pink has come to represent awareness of breast cancer, but the colour red is frequently used to bring attention to the fight against AIDS. 

Color has the potential to serve as a potent instrument for the purposes of raising awareness and supporting social objectives.

While designing for digital platforms, it is essential to take into account the effect that colour has on accessibility.

Since some people, such as those who are colorblind or have visual impairments, may have trouble differentiating between specific hues, designers are required to use colours that can be easily separated from one another. 

Also, it is essential to take into consideration the effect that colour has on readability, given that certain people may find it challenging to read particular colour combinations.

5. Set a Mood

Color is a crucial component of design that has the ability to establish the tenor and atmosphere of a design and contribute to the communication of a certain sensation or ambiance. 

When employed skillfully, colour has the ability to generate an emotional response from the observer, so establishing a strong connection between the design and the target audience.

It is possible to conjure up a variety of dispositions and environments by manipulating colour. 

For instance, the use of warm hues like red, orange, and yellow can evoke feelings of vigour, enthusiasm, and desire in the viewer. 

These hues are frequently utilised in the creation of patterns that are intended to be eye-catching or daring. 

On the other hand, a sensation of tranquilly, relaxation, and serenity can be generated by the use of cool colours such as blue, green, and purple. 

These hues are frequently utilised in the creation of designs that are intended to lull or comfort the viewer.

The application of colour is another method that can assist in communicating a particular idea or subject. 

A design that, for instance, makes use of various colours of blue and white might be said to suggest a nautical or maritime theme, whereas a design that makes use of various shades of red and green might be said to evoke a Christmas or holiday theme. 

Designers can make their work more memorable and influential by creating a concept or theme through the use of colour in their work.

When it comes to branding and marketing a product or company, the use of colour is something that may be helpful in establishing a certain image or identity for either the company or the product. 

For instance, the professionalism, integrity, and reliability of a business could be associated with a brand that makes use of various colours of blue and white. 

On the other hand, a company that utilises bright colours such as pink and purple may be linked with youthfulness, playfulness, and inventiveness due to the connotations that are conveyed by those hues.

The atmosphere that a colour creates can also change based on the degree to which the colour is saturated and how brilliant it is. 

For example, a vibrant shade of red may generate sentiments of ardour and vitality, but a darker shade of red may evoke ideas of refinement and class. 

By altering the degree to which colours are saturated and how brilliant they are, designers have the ability to conjure up a broad variety of emotional states and ambiences inside a single design. It is essential, while designing for a specific audience, to take into consideration the cultural connotations that are associated with each colour. 

For example, in some Asian cultures, the colour red is commonly connected with good fortune and prosperity, yet in Western cultures, the colour red is associated with a sense of foreboding or caution. 

Designers are able to produce designs that are culturally sensitive and suitable when they have a solid awareness of the cultural associations that are associated with certain colours.

6. Guide Attention

In the field of design, it is essential to successfully express a message by drawing the attention of the spectator to specific parts or sections of a composition. 

Since it may direct the attention of the observer and provide emphasis within a composition, colour can be an effective tool for accomplishing this objective.

The use of contrast is one method of employing colour in order to direct attention. 

The use of colour combinations with a high degree of contrast, such as black and white or complementary hues, produces a visual effect that inherently draws the attention of the observer. With one another on particular aspects of a design, such as a call-to-action button or an image of a product, allows designers to build emphasis and bring the attention of viewers to particular components that are particularly significant.

Color blocking is yet another method of employing colour in order to direct the attention of the viewer. 

The creation of a visual hierarchy that leads the viewer’s eye across a composition can be accomplished by designers through the strategic application of vibrant, contrasting colours in specific areas of a design. 

For the purpose of attracting attention, for instance, the title or headline of a design may make use of a vibrant hue, while the secondary text may make use of a colour that is more subdued. 

This contributes to the formation of a visual hierarchy, which serves to direct the attention of the viewer from the most significant parts to the less important ones.

A design’s focal points can also be established by the application of colour in various strategic places. 

A focal point can be created in a design by employing a vibrant and striking colour on a particular piece or section of the design, such as a logo or product image. 

This allows designers to capture the attention of the viewer and makes the design more remembered overall.

A designer can use colour to create a feeling of depth and space inside a composition in addition to utilising colour to establish focus within the composition itself. 

A sense of depth that adds interest and dimension to a design can be achieved by designers by the use of lighter colours on items that are further away or in the background, and darker colours on parts that are closer or in the foreground.


Nonetheless, it is essential to make use of colour in a way that is both strategic and deliberate. 

The use of an excessive number of colours or hues that contrast with one another in such a way that they clash can be overwhelming and distracting, which can actually have the opposite effect of what is intended, which is to direct attention. 

In addition, the overall brand identity as well as the message sent by the design should be taken into consideration when selecting colours to utilise.

8. Enhance Legibility

When it comes to design, readability is a very important consideration. 

If a design is difficult to read or understand, it will not transmit its message to the audience in an effective manner. 

The use of colour can be an effective method for improving legibility, which means that text and other components of design are simpler to read and comprehend. The use of contrast is one technique you can employ when working with colour to improve readability. 

It is easier on the eye to differentiate between the text and the backdrop when the text is a high contrast colour, such as black text on a white background or white text on a dark background. 

Because of this, the text will stand out more and it will be easier to read. This will result in a design that is more legible.

The usage of colour temperature is yet another technique that may be implemented with colour to improve legibility. 

Whereas warm colours like red, orange, and yellow have a tendency to advance and appear closer, cool colours like blue, green, and purple have a tendency to recede and appear further away. 

Warm colours can be used on parts that need to be emphasised, such as headlines or call-to-action buttons, while cool colours can be used on aspects that are secondary. 

This allows designers to produce a design that is more legible and easily understood.

The readability of typography can also be improved through the strategic application of colour. It is possible for designers to draw attention to significant text and headlines by giving them a colour that is striking and has a high contrast. 

This makes the text easier to read. 

Moreover, the use of colour to particular letters or words inside a block of text can make it simpler for the eye to differentiate between words and phrases, resulting in a design that is more legible and easily comprehended.

Charts and graphs can also have their legibility improved by the strategic application of colour. Charts and graphs can be made to be more easily understood by designers if they use colours that contrast with one another on distinct data points. 

This makes the chart or graph clearer and easier to read. 

A chart or graph that makes use of colour to create visual groupings within the chart or graph can also make it simpler for the audience to comprehend the information that is being given.

Nonetheless, it is essential to make use of colour in a manner that is congruent with the design’s overarching brand identity and the message it is trying to convey. 

The use of an excessive number of colours or hues that clash with one another can be overpowering and distracting, which can result in a design that is less legible. 

In addition, the application of colour should not be haphazard but rather deliberate and strategic.