Color theory plays an important role in digital marketing. For the most part, businesses give a great deal of value to content and SEO. Often, exploring color theories and schemes is neglected or decisions are based on superficial choices. However, choosing the right combination of colors to represent your brand can make a huge difference in how people perceive it. It can even have an effect on how successful your business is in the long run.

 color theory osim tov

Why are the Colors You Choose for Your Brand so Important?

Colors affect how people perceive your brand. Every color, or color combination, makes an individual feel a certain way. Choosing the right combinations is all about what kind of feeling or vibe you want to convey to your audience about your brand. By integrating color theory in digital marketing you will be able to successfully communicate this to your target audience.

Whether you are selling health and wellness products, fashion or any kind of services, the study of colors is essential, so you can better attract and connect with your target audience. All the colors you use—from your logo to your website, social media pages, landing pages etc.—must be strategically chosen, so it matches with your brand’s vision and goals.


What Do Colors Represent?

To help guide you in choosing the right colors for your brand, below are the basic colors and what they represent, according to Iconic Fox:

Activates both powerful positive and negative emotions. This is a color used with caution. Red exhibits power, passion, fearlessness, energy, and excitement. However, it also demonstrates anger, warning, danger, defiance, pain, and aggression.
Brands that use red: Netflix, Coca-Cola, H&M, Levi’s, ESPN


Because it’s associated with sun, orange creates a feeling of warmth. This color fits a non-corporate brand best as it displays light, fun, and brightness. Darker hues are connected to autumn so “earthy” brands are suitable for them. Positive emotions attached to orange are confidence, courage, innovation, warmth, energy, and friendliness.
Brands that use shades of orange: Amazon, Continental, Mastercard, Nickelodeon, and TNT


Tells about happiness, youthfulness, sunshine, and fun. Positive emotions portrayed are warmth, optimism, creativity, happiness, extroversion, and intellect.
Brands that use yellow: McDonald’s, Shell, Nikon, Hertz, and DHL


Is identified with health and represents life. This is the reason it is commonly used by health and wellness brands—from pharmaceuticals to organic food. Green is also associated with banking, money, finance, and military. Positive emotions exhibited by this color are hope, health, nature, freshness, prosperity, and growth.
Brands that use green: Animal Planet, John Deere, Android, and Starbucks


Calms the mind. It’s widely used by brands because it symbolizes trust, wisdom, and strength. If you want to be safe in your use of colors for your brand, consider using blue in your color theory. Just make sure that this color will help you convey the right message about your brand. Security, trust, logic, loyalty, and dependability are among the positive emotions shown by blue.
Brands that use blue: Facebook, PayPal, Nivea, Visa, and Dell


Is the color of royalty. This is why it is preferred by brands that go for prestige. Positive emotions portray by purple are wisdom, spirituality, wealth, sophistication, and imaginative.
Brands that use purple: Cadbury, Yahoo, Zoopla, Taco Bell, and Hallmark


Represents femininity, hope, and comfort. This hue suggests positive emotions, including caring, imaginative, innovative, passionate, and creative.
Brands that use magenta: Barbie, Cosmopolitan, Victoria’s Secret, and Bourjois


Connotes power and luxury. It suits several industries, including fashion. High street brands combine black and white, creating a simple yet elegant palette. Black represents elegance, sophistication, power, authority, and security.
Brands that use black: Puma, Chanel, MTV, Hugo Boss, and Ralph Lauren


Or silver displays cleanliness and exudes a modern look and feel. It conveys positive emotions, such as innocence, cleanliness, simplicity, purity, and pristine.
Brands that use white or silver: Adidas, Cartier, Zara, and Tesla


Now that you have learned a bit more about using color theory in digital marketing, do you think you have made the right color choices for your brand? If you are having second thoughts, it’s never too late to do a rebranding. Contact us, and we will help you transform your brand into that which you truly envision.