• J Prateek Kundu

Why Choose the Best Color for Your Website and Brand? Why does it Matter?

Did you know that colour alone or combination of different colours have the ability to communicate with us without even using the single word? Therefore when you are looking at something, it may make you feel kind of attractive or weird.

Let me give you an example: Facebook emojis it’s just a picture but when you’re chatting with someone 99% people use them for the conversation. Like the smiley face. Something as simple as a smiley face has scientifically been given the colour yellow. Why? Because the colour yellow helps the brain release the chemical nerve which contributes to the feelings of well-being and happiness. Bet you didn’t know that yellow (along with red and orange) help stimulate your appetite, which is why restaurants use these colours.

So, knowing that colour has all these different scientific and emotional connections, how can certain colours help your brand? Well, research has shown that nearly 60% of the time, people will make a decision on whether or not they're attracted to something based on colour alone. And, according to a university study, colour increases brand recognition by up to 80%. So colour selection is vital to the success of your brand, even if the colour of your brand is not your favourite colour.

While let me give you some examples of which emotions or scientific facts are tied to specific colours so you can better understand how colours can communicate.

In this image Facebook have used blue shades in their logo, why? You will be amazed because Mark Zuckerberg, the young founder of Facebook is red-green colour-blind and blue is the richest colour for him which he confirmed in an online interview with Leo Laporte.

Twitter: Twitter mascot is a bird, so it only makes sense that their blue represents the sky on a perfect day. Blue is a calming, relaxing colour that accompanies red and yellow as primaries

The LinkedIn corporate palette consists of three colours: LinkedIn blue, black, and white. LinkedIn Blue is the core of our brand identity and should appear whenever possible for members to immediately identify our brand.

Pink/Purple: Feminine, fun, youthful – frequently used to promote beauty products.

Green: Good, healthy, organic

Red: Designers use red in high-energy context

The Power of Images

A single image delivers a lot of information in a very short time because we see an image all at once, whereas reading or hearing often takes significantly longer to process the same information.

A recent study found that images of brands trigger religious reactions. Dr Gemma Calvert discovered that when people viewed images associated with the strong brands— the iPod, the Harley-Davidson, the Ferrari, and others— their brains registered the exact same patterns of activity as they did when they viewed the religious images.

The Power of Shapes and Colors

Generally brand communicates with their viewers.

Brands communicate meanings with the language of colour and shape. As the overused cliché says, "A picture is worth a thousand words."

There are natural or universal associations evoked by shapes and colours that are common to all of us: For example, a horizontal line is stable and a diagonal line is dynamic. Red is hot and full of fire, blue is cool and watery or intangible like the sky.

About Shapes

Colours and shapes work in harmony with each other to communicate. Therefore, an understanding of shapes is essential to understanding the power of colour in branding.

How to Choose the Right Color Palette for Your Brand

If you ask any marketer consumer responds to a colour, if you are going to a supermarket you will notice men's only like those type of deodorants which are dark in colour, and females only which are light in colour. If we see most of the industries which are FMCG oriented they are only playing with our psychology.

As per the research is done Jill Morton, President of Colorcom 85% of consumers believes the colour is the biggest motivator to choose a particular product, while 92% acknowledge visual appearance as the most persuasive marketing factor overall.

When you are choosing your brands colour palette you can use these five tips.

  • Have your focus on target Eg. Targeted Market and customers.

  • When you are choosing to think twice why blue, why pink, why any colour.

  • Always experiment. You can use A/B testing method.

  • Always analyse your competitor.

When you are choosing the colour, the shape of the logo for your brand always keep in mind it's a heart of your brand and product because every consumer may not remember your product in the market but they will always keep your logo in mind. So it should be made in such a way so it can reflect your brand and its vision.


J. Prateek Kundu

Digital Marketing Manager and Freelancer 



9911712963 , 8777020592





Location: New Delhi, India


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