Nobody has a favorite logo shape, and few outside the design world have a favorite typeface. But everyone has a favorite color. People feel personally connected to color in a way that can also connect them to your brand.
How can you use color to your brand’s advantage? By knowing what it says to people. Every color has its own message. Every color sets a mood, reinforces a feeling, creates a perception:
Over time, your brand color becomes shorthand for what your brand stands for. Think of Caterpillar’s yellow, Tiffany’s blue or Coca-Cola’s red.
What is color saying about your brand? Is it creating the emotional connection you’re looking for?