Colors affect your business identity

Written by Azza Hawash

Colors affect your business identity

Colors play a major role in designing your company’s brand identity. Where the commercial identity is the impression or experience left by the design in all respects, as it leaves an impression on the future of admiration and love without knowing why or what is the reason behind this attraction. One of the goals behind working on the brand is to make the recipient feel loyal to my brand so that they will come back to it even with competitors.

The trademark includes everything, from colors, shapes, fonts, sales, social networking sites, even the way of speaking, and matters related to the after-sales process, anything related to the product or service provided.

Why is color so important?

Color is very important in branding because it gives the first impression to customers, as it is the first thing customers see. Color is the secret to producing a good corporate identity. Colors are more than just a visual aid because colors convey feelings.

The color selection factor based on psychology is very important when we choose the correct color that fits the brand identity 100%, and with continuity, the color becomes a means of identifying the brand, such as the red and yellow colors that we know are associated with McDonald’s and its logo.

Colors have feelings and impressions that they leave with the recipient, so it is important to know what feelings the colors give, to choose the right color, as the right choice may succeed in generating feelings of love and loyalty to the product or the brand. The effect that colors give is indirect, but it must be given its value. When creating the visual identity of brands.

How can color help in the success of the brand?

Choosing the appropriate colors for the brand and adopting it as (Brand Personality) and continuity in that. The color of the brand is not changed depending on the mood or desires of the brand owner. Rather, the color is chosen carefully and in a way that I want the customer to see me, and it must remain for a sufficient period to install it in In the minds of customers, this is why a color group is chosen: a primary group and a secondary group, while maintaining continuity in the use of colors from the color group that has been approved for the brand.

It is important to work on producing a specific identity and general character for the brand, and on the basis of which a color group is chosen for the brand, for example when looking at a person who gives a sense of luxury, speaks in a loud manner, balanced, elegant, successful, wears a suit, is self-confident, directly comes to my mind That this person is suitable for black, golden, dark olive, dark purple or metallic colors, the same applies to the brand, and it all depends on how your customer will see your product and not the other way around.

Color psychology

It is one of the areas of psychology that studies the way colors affect the human mind. For example, the joy of seeing the colors of a sunset, admiring the colors of the rainbow, or contemplating the bright color of a beautiful rose are feelings that we all have about colors, and in the art of visual identity design, colors carry more than just Your audience’s feelings. Whether you are a graphic designer designing visual identities from the core of your work and expertise, or a company manager looking for the perfect color for your company’s visual identity, what are the most used visual identity colors, and what are the most important industrial fields in which each color is used according to expert research?

What do the different visual identity colors express?

One of the statistics indicated that 95% of companies use one or two colors in designing their visual identity, as choosing the colors of the visual identity helps to shape your brand’s personality in the way you want and attracts more audiences, and gives your brand an impression of professionalism and keeping up with the times And it may make you famous if your use of colors is innovative. These are the most popular colors with their different meanings and how they can be used in different industries:


Red attracts attention and expresses energy, audacity, passion, violence, passion, enthusiasm, and anger. This color is frequently used in the industry: food, technology, and cars. It may be used in industries such as health care and household items, but it is rarely used in multiple industries such as energy, clothing, financial services, and tourism.


Violet color expresses luxury, mystery, elegance, wealth, and respect, and is commonly used in the industry: of financial services, technology (technology), and health care. In addition to the average use in the industry: clothing, food, household appliances, cars, and tourism, but it is rarely used in the energy industry and agriculture.


It is one of the most widely used visual identity colors, and it expresses trust, reliability, safety, and responsibility. Blue is most commonly used in energy, financial services, technology, healthcare, agriculture, and tourism. It can be used in the manufacture of household items, but it is rarely used in the manufacture of clothing, food, and cars.


Green expresses calmness, youth, health, and nature, dark tones express wealth, and light tones express psychological comfort. It is widely used in energy, financial services, food, household appliances, and technology, and may be used in health care and agriculture. Green is rarely used in the following industries: tourism, clothing, and cars.


Yellow attracts attention and expresses hope, optimism, creativity, positivity, lightness, warmth, and motivation. Most popular for use in the: energy, food, and household industries. The use of this color mediates in the industry: of health care and agriculture, and it is rarely used in the industry: of financial services, tourism, clothing, cars, and technology.


One of the colors of the visual identity expresses vitality, suspense, enjoyment, and play, which is why it is frequently used in the technology and healthcare industry. It can be used in industries such as food, household appliances, and agriculture, but orange is rarely used in the industry: energy, financial services, tourism, cars, and clothing.


Brown represents the earth and expresses naturalness, simplicity, durability, and solidity. It is most commonly for use in apparel, automobiles, and agriculture, and average use in the industry: of energy, food, household appliances, and health care, but it is rarely used in the industry: of financial services, tourism, and technology.


It expresses classicism, luxury, luxury, solemnity, and elegance, and it is one of the colors of visual identity that is commonly used extensively in the manufacture of clothing, technology, and cars. It is widely used in the industry: of household appliances and agriculture. But it is rarely used in energy, financial services, tourism, healthcare, and food.


White expresses purity, cleanliness, softness, and nobility, and is frequently used in the manufacture of clothing and health care. It also mediates its use in industries such as energy, tourism, technology, household appliances, automobiles, and agriculture. However, white is rarely used in the financial services and food industries.

How do you choose and use colors in designing a visual identity?

Studying the market and competitors is important in many aspects of running a startup. Therefore, before choosing the colors of the visual identity, search for the colors associated with your target market and make your choices among them. In addition to identifying the colors used by competitors and choosing a distinctive color combination to give your brand a unique personality. In addition, use colors that evoke positive emotions your brand is targeting such as vitality, confidence, and richness. However, avoid using the color that is spreading as a fashion for this year, as what appears quickly fades quickly.

When choosing colors, try a variety of methods for choosing colors that go well together, such as the color block method and the complementary color method. He also applied the design rule 60:30:10, which means using three colors in proportions of 60%, 30%, and 10%. A good example of using this ratio is the visual identity of DHL Express Courier. It also helps to use contrast in your color mix, as it can be useful for designing buttons, links, and CTAs on your site. Finally, do not forget to test how the colors of the visual identity appear on different devices such as mobile phones, computer screens, and printed advertising material.

Printing role

After completing the selection of appropriate colors and identity design. Printing comes into play, which can undo all of your previous efforts if you use inferior materials. Or the printing was done at a low quality, so you find that the colors are different, or the quality of the paper and packaging is bad. Therefore, you must be very careful when choosing the company that designs, prints, and distributes your publications. Where she must have long previous experience and have the knowledge and know-how to complete this perfectly and know how to target customers for you.


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