Color is one of the most important elements in branding. Colors mean different things to different people, playing an important role in shaping every brand’s identity and influencing how your business will be perceived in the future. A deep red, for instance, may not feel as sophisticated as a dark black, and a navy blue will never be as friendly and cheerful as a sunny yellow.

However, it’s crucial to consider the cultural context of your brand when choosing colors. Take red, for example: in Western cultures, it’s often linked to passion, love, and danger, whereas in Chinese culture, it represents good luck, happiness, and prosperity.

Imagine if iconic brands swapped their signature colors – Coca-Cola in green would just feel off, and Apple wouldn’t have the same sleek appeal in neon hues.

Established brands often lean on color traditions within their industry. Consider McDonald’s with its iconic red and yellow theme, a color combination that’s become synonymous with fast food worldwide. But then there’s Starbucks, boldly breaking the mold with its signature green, a stark contrast to the typical browns and blacks of traditional coffee shops. The choice to blend in or stand out with your color palette isn’t a matter of right or wrong. It’s a strategic decision, a crucial piece of the branding puzzle that needs careful consideration right from the start.

In my opinion, picking the right colors for a brand is super underrated. It’s tough, really tough. Even for pro brand designers, getting those colors just right is a bit of a juggling act. And if you’re new to this? Well, you’re probably going to spill the milk a few times before you get it right. Do designers and brand owners really sweat over this stuff as much as they should? They definitely ought to, because a brand’s color palette can make or break a brand.

Taking some advice from Gary Vaynerchuk’s book ‘Jab, Jab, Jab, Right Hook’, it’s all about giving your audience valuable information. As he says, ‘Give value. Give value. Give value. And then ask for business.’ So, here’s my two cents on how colors work in different industries and their meanings in society’s collective perception. When picking your brand’s colors, choose to go with a color palette that’s similar to other businesses within your niche, or choose a different route altogether, but choose wisely—your colors are a big part of your brand’s story.