Believe it or not, but color plays a very important role in how your brand can be perceived by the public. This visually obvious and subtle application has major impacts on the reflection and recognition of your brand. Color can attract attention, change mood and create a lasting recognition in consumers’ minds. For example, when you think of red, you think of Target. Yellow is associated with McDonald’s. Blue is for BYM Agency. OK, maybe that last one is just us, but still, you get the idea. When looking at color options for your brand, it’s important to understand why color matters.

A study of the world’s top 100 brands, as determined by brand value, analyzed each brand’s logo and discovered that 33% of those companies use blue, 29% use red, 28% use black or gray, and 13% use yellow. Why those colors? What are they saying about the brand each logo is associated with? Let’s analyze it.

Red creates a passionate and intuitive response. It’s a color that actually increases your heart rate, causes you to breathe heavier and activates the pituitary gland. When you look at red, you might be feeling these emotions: aggression, energy, provocativeness, passion and power.

Orange combines the brightness and cheer of yellow with the energy and boldness of red to create a color that is full of life and excitement. Here are some words to associate with orange: vitality, fun, playfulness, exuberance and youthfulness.

Yellow communicates hope and optimism. This color’s brightness is very useful in catching the consumer’s eye and creating a memorable logo. When you think about yellow, think about these words: positivity, light, warmth, creativity and motivation.

Green is associated with calm, freshness and health. Deeper greens are associated with affluence, while lighter greens are paired with serenity. Here are some words associated with green: wealth, health, serenity, prestige and abundance.

Blue is probably the most popular color used by brands. Blue is thought to put people at ease because it shares the same color as the sky and the ocean. When you think about blue, you can think of these words: trustworthiness, dependability, security, integrity and calmness.

Purple is a mysterious and sophisticated color. The richness of this color shows elegance. Purple can also be used to symbolize royalty. Some words associated with purple include: royalty, sophistication, nostalgia, mystery and spirituality.

Gray is used among many industries, and it evokes everything from balance to simplicity, cold temperatures, innovation and science. Some words used to describe gray could be: scientific, balance, calm, maturity and cold.

White represents purity and cleanliness. Because of this, white is often used in the medical, bridal or laundry industries. Words associated with white include: pure, noble, clean, soft and freshness.

Black is used by companies wishing to create a classic sophistication and simplicity feel. Black works well for brands wishing to exude luxury. Some words you might group with black include: prestige, value, timelessness, sophistication and formality.

A color can have many different meanings. They cause consumers to feel, to remember and to recognize. While choosing a color for your brand may seem simple on the outside, it is actually very critical to the overall success of a brand. So choose wisely.