There’s a lot that goes into the creation and implementation of a new brand, but one of the most overlooked elements might be the use of color. Color is not just a visual element—it can influence consumers’ views of your product or destination and help craft a uniform identity for your brand.

Brand designers (including our Design and Web teams here at Pilch + Barnet) put a lot of thought into the brands they create, and a lot of that is based on color theory, which is the study of how colors interact and the visual effects they create.

Warm colors like reds, oranges, and yellows can symbolize energy and activity, while cool colors like blues, greens and purples can evoke a sense of calm and peace. Many colors can also spark certain emotions.

—Red can signify danger as well as excitement and passion.

—Blue and purple are often used to convey trust, professionalism, and luxury

—Green can represent nature and health

—White means purity or simplicity, and black is often associated with sophistication

—Yellow can evoke happiness or optimism, and orange conveys energy

When we create new brands, we think carefully about the colors we use and the emotions they convey. For instance, in our rebranding of Boulder Junction, a classic Northwoods vacation destination, we chose lively, vibrant colors to help our new brand appeal to younger visitors.

Understanding which colors go together and what those colors mean is an essential ingredient in any successful branding strategy. Colors can communicate your brand’s personality and values, which in turn can affect how your customers think about and interact with your brand.