Chapter 10: Considering Color

Color plays an integral part in the recognition of brands. Think of Pepsi and Coke, for example—two massive competitors in the soft-drinks market. One uses blue; the other, red. This significant difference helps the consumer distinguish between the two. If both used the same color, consumers would have a much harder time identifying the one they were looking for on the shelves of their local supermarket—they’d have to look even harder at the packaging. The fact that you can tell the difference between bottles of Coke and bottles of Pepsi from a distance, even without being able to identify the logo, shows just how important color is to brand identity.

In this chapter, I explain how to make the best color choices and ensure that the colors you choose remain consistent across all media.

The Psychology of Color

Research has shown that color has a direct effect on our behavior and moods. Color can alter the choices we make and the products we buy. An effective brand color or palette is one that effectively supports the brand image while making a connection with the target audience.


Black is the most powerful color in the spectrum. It exudes luxury but also can symbolize death and misery. Guinness, brewer of the popular Irish stout, uses black as its main brand color to reflect the color of the product.



White signifies cleanliness and purity, ...

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