The Meaning of Colors in Branding

  1. Red
    Typically, consumers associate the color red with energy, power, and passion.
  2. Blue
    In most cases, the color blue is used to convey a sense of trust, security, and reliability for the brand.
  3. Green
    Health and growth are two of the main associations with green.
  4. Yellow
    Yellow makes consumers feel an optimistic and warm vibe from your brand.
  5. Orange
    Brands that want to convey playfulness and creativity should consider implementing the color orange into their branding.
  6. Purple
    The color purple is closely tied with luxury and elegance.
  7. Black
    If you want your brand to come across as sophisticated and authoritative, consider using black as the main color in your branding.
  8. White
    White should be used if your branding is minimalistic and aims to be seen as pure and simple.

Color’s Place in Branding and Marketing

  • Emotional Impact
    It is no secret that colors can provoke emotions in your consumers and change how they feel about your brand. First, you must decide what feelings you want your consumers to feel when they think about your brand. From there, you can determine which colors best suit your branding.
  • Brand Recognition
    Consistency is crucial in all aspects of branding, and there is no exception for color. Be sure you are consistent with the color palette you use for your branding so your consumers can easily recognize and remember your brand or product.
  • Cultural Influence
    Colors can have different associations depending on the culture you are marketing to. Be sure you know what colors are associated with in accordance with who you are marketing to.
  • Product Perception
    The colors in your branding and packaging design can influence your consumer’s perception of your product.

Read more about the Psychology of Color at

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.