How to choose a key color for market stand-out

Three tried-and-tested approaches to selecting colour for your product or service brand

As a graphic designer by trade, and a visual researcher of emotion and somatic experience, I have realised how powerful and primal colours are to every aspect of human activity. It’s possible to harness it to great business advantage.

You’re about to brief the in-house design team ( you, maybe the internet, possibly an intern). Soon the new website will be launched and it needs a logo. You’re putting together some thoughts for the brand. What colours will be chosen? What do colours mean? What do they communicate about your business?

If you google What does red mean?, you’ll be told that Red is the colour of energy, passion, action, ambition and determination. It is also the colour of anger and sexual passion… or Red is the colour of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

Colour theory out of context can be arbitrary and contradictory.

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