Identifying Your Brand's True Colors

This article was written by John Williams of Entrepreneur.com

Have you ever considered the importance of color in branding? Coke is red. UPS is brown. IBM is blue. These corporations understand that the proper use of color is vital to creating a positive image among consumers. Furthermore, color plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message like no other communication method.

Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry. However, in U.S. advertising at least, studies suggest some universal meanings:

Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust. ...