Color and Branding

When you are designing your logo and creating your brand, the biggest decision of all will be in the color(s) you select. When considering a purchase, your customer will make their decision within 60 seconds and basing that decision 75-90% on the colors on the package or item. Does this explain how important color is to you in launching your product or business?

Colors relate to our energy body as well. There is a vibrational give and take between the color of a product and our reaction to it. However, if one has had a bad experience that is associated with a certain color, no amount of coaxing is going to change that person’s mind on whether or not to like the color or buy the product. In addition, our cultural conditioning can also affect our reaction to color. But there are colors that often transcend all that and that most people will see in the same light.

For example, green is associated with nature, eco friendly products, and “natural” or “organic” foods. Blue is a peaceful color that relaxes and is great for products that would promote relaxation or rest or quiet activities. Yellow is associated with happiness and joy so toys and playful things are often yellow.

Black is often the color of influence, power, authority, and sophistication and is found in products for leaders, executives, and higher levels of income. White is also a sophisticated color but is a bit more friendly. In days of yore only the people in high society dared wear white as their staff could deal with the laundering and stain control while the common person didn’t have the time or means to care for such a fussy color. So white also connotes a need for perfection and a stainless approach to life, with little care towards the problems of wearing white. It assumes that one has enough income to take care of it with ease, and like its opposite, Black, it implies sophistication and wealth.

So when you are selecting colors for your branding, think of what you want to convey to your customers in the blink of an eye. And which colors you want your brand to be associated with. An example of this is UPS. What color do you think of first when someone says “UPS”? Yes, Brown. Brown is a friendly color that evokes trust and reliability. When I say McDonald’s which colors come up? Red and Yellow: fun colors of celebration, happiness, fulfillment. FEDEX? Red and Blue: speediness and trust. How about Nike? White, where anything is possible. And Tiffany? There is probably not a woman in the western world who does not know what a Tiffany turquoise box looks like!

This is just the tip of the iceberg. To learn more, please see my two books on color: Simply Color (print edition is out of stock but available on Kindle) and Simply Color for Everyday Living (available only from my website or one of the 25 contributing authors).

Speaking of contributing authors, one of them, Carolynn Anctil, has been busy creating more of her whimsical art and expanding her offerings. Carolynn has a great sense of color and style and I’d love to share her work with you. She resides in Swift Current, Saskatchewan with her husband, cats, dogs and a lovely hen. Her art is enchanting…..

Carolynn Anctil

Carolynn Anctil started creating illustrated works of art in response to a personal need she had to surround herself with lighthearted, joyful imagery in response to the general darkness she felt in the world. After many years of creating watercolour illustrations in her home studio, Carolynn Anctil’s artwork began gaining notoriety amongst lovers of fine art.

Carolynn Anctil Design is announcing the new Essential Line Collection consisting of 10 illustrated print designs showcasing a minimalist aesthetic because Life is Busy Enough. The Essential Line Collection is launched on Monday, October 22, 2018.

For the first time, Carolynn Anctil Design has created an entire product line dedicated to the pared down, minimalist style that is in vogue now. The collection will be sold exclusively on the website,, where the line of giclèe prints are expected to sell out by the end of the season.

Featured in the collection are a range of 10 graphic illustrations depicted with clean lines in a choice of five colours that capitalize on today’s trends and add an element of simple elegance to any room of the house.

Each individual print design is enhanced with French text to add a chic aspect that even the most discerning art lover will appreciate.

These illustrated prints are ideal for every gender and age group, which means gift giving just got a whole lot easier.

(The Essential Line Collection ranges in price from CDN $30.00 for a 6”x6” print to CDN $63.00 for a 10”x10” print. All prints are unframed.

Carolynn Anctil Design is excited to invite her fans to enjoy the new collection they’ve been requesting.

“The color a company uses to brand itself conveys how trustworthy they are to consumers, the quality of their products, and much more.”

Business Insider
This is the Table of Contents for Simply Color for Everyday Living, the latest book in the Simiply Color series. It was written by 25 professionals plus myself and covers all these ways to use color. Dr. Quaranto describes it as a “combination of self developement, feng shui,” and “tons of ideas.” The book is a great gift item, as well as a wonderful book for your own library and reference
Happy Halloween. Until next month….