When it comes to personal branding, the right colors have the power to attract clients and opportunities, while the wrong colors can do the exact opposite.
When it comes to personal branding, the right colors have the power to attract clients and opportunities, while the wrong colors can do the exact opposite. So, what’s the secret to choosing brand colors that lead you to the C-suite and closing bigger deals?
The first step in figuring this out is understanding the psychology of color. Color has the power to influence human behavior. It can be utilized to induce a desired mood or emotion in someone and elicit a desired response (Masterclass Staff, 2022).
Colors are broken into several categories, the most common being primary and secondary colors. The primary colors are defined as colors from which all other colors can be created by mixing. The primary colors are:
- Red
- Blue
- Yellow
Secondary colors are created by mixing two primary colors, with the most common being:
- Green
- Orange
- Purple
psychology of color
Each color can vary in intensity, also known as chroma (think, electric blue vs. navy blue) and its value (lightness or darkness). Here is a quick reference guide:
Red is passionate and energetic. Brands that use red in their branding are trying to communicate excitement, vibrancy and action.
Blue is calming and trustworthy. This is why many financial and healthcare services use blue in their branding.
Yellow is cheerful and optimistic — perfect for brands that want to communicate happiness and positivity.
Green is refreshing and natural, making it an excellent choice for eco-friendly and health-focused brands.
Orange is energetic and playful, often used by brands targeting younger audiences.
Purple is associated with royalty, luxury and mystery. If you want to convey a sense of sophistication and elegance in your branding, purple is the way to go.
Black, white and brown are considered neutral colors, but they also evoke emotions:
