The Meaning of Color in Branding | MP 34

The Meaning of Color in Branding | MP 34

Are you curious about the world of color, and learning how to utilize it to help expand your business? As a marketer, what would you like people to feel and think when they interact with your brand? Which color combinations can help you better connect with your client base?

In this podcast episode, Sam Carvalho speaks about the meaning of color in branding.

In This Podcast


  • Warm colors
  • Cool colors
  • Notable colors

Warm colors

You want to think a bit deeper into the meaning of those colors and what it’s going to initiate in other people … What are they going to think and feel when they look at your brand?


  • Excitement, energy, passion, courage, and attention are some of the emotions that are associated with the color red.
  • In branding, red can be used to stimulate, create urgency, draw attention to particular aspects, encourage and caution.
  • Some of these are opposing attitudes, so it is recommended to use red sparingly so as to not overwhelm your viewers or create conflicting emotions.
  • Red retains more emphasis when it is used in small amounts, for example, using red to draw attention to the length of time an offer is available is a good way of making use of red’s eye-catching ability.


  • Invites optimism, independence, creativity, and fun. In branding, it is often used to stimulate, communicate, draw attention to, express freedom, and to fascinate.
  • Incredibly versatile color to use in branding; it is a good color for a call-to-action without being as harsh as red, however still draws attention. It also fits in well with most color schemes, which means you can apply it in a variety of different contexts.


  • Yellow can encourage emotions like enthusiasm, opportunity, spontaneity, happiness, and positivity.
  • In branding, yellow is often used to stimulate, encourage relaxation, awake awareness, and energize. A touch of yellow can brighten things up, lightening the atmosphere, and bring an element of positivity to your brand.

Cool colors

Light green

  • Light green projects emotions such as growth, harmony, fertility, kindness, and dependability.
  • This color is used within branding to give a sense of restorative energy, to promote growth, nurture, and rejuvenate. Green is a good color to use in counseling as it encourages a sense of healing and replenishing.

Dark green

  • Dark green brings up emotions like safety, harmony, stability, reliability, and balance.
  • In branding, dark green is usually used to give off the impression of relaxation, balance, and encouragement. Many investment groups and spas make use of dark green to bring forth these associations. Consider using dark green in your branding if you are wanting to evoke a sense of trust in your client base.

Light blue

  • This color encourages emotions like freedom, self-expression, trusting intuition, wisdom, and joy.
  • Using light blue in branding can help to draw attention, in a softer way than when using red, and can inspire trust and stimulate productivity.

Dark blue

  • Trust, responsibility, honesty, loyalty, and inner serenity are emotions that dark blue associates with.
  • In branding, dark blue can be used to help reduce stress, create calmness and feelings of security and order.

It may be helpful here to note the difference between the lighter and darker colors. That the darker versions of green and blue are more serious and mature than light green and blue. Being aware of this slight yet important difference can help you to add emotive subtlety to your branding, and can evoke a spectrum of feeling within your client base.

Notable colors


  • Purple brings up emotions like spirituality, compassion, sensitivity, and mystery.
  • This is an unusual color to use in branding, but it can add significant flair and distinguished touches when used sparingly. Purple can encourage creativity, inspire, and can create the impression of luxury.
  • A note of caution when using purple is not to use too much of it. Studies have shown that excessive amounts of purple in branding may be associated with arrogance and can frustrate potential clients.


  • Pink is associated with compassion, love, immaturity, playfulness, and admiration.
  • In branding, pink is used to give a sense of energy, to accelerate the pulse, motivate action, and create fascination in a client base. Pink often works best when it is time-specific and also sparingly used, as it can come across as frivolous.


  • Gray is often associated with emotions like neutrality, practicality, and being conservative.
  • Within branding, gray is usually used to create a sense of composure, timelessness, and to communicate a level of maturation.
  • It’s a good base color to complement other colors, along with white.

Useful Links:

Meet Sam Carvalho

Samantha Carvalho DesignSam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to

Thanks For Listening!

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