No, your favorite color is not your brand color

"I think blue is nice, can't we use that?" – you hear this phrase more often than you might think in branding briefings. Colors are emotional; they evoke memories and sympathy. This is probably why every decision-maker brings their own personal preferences to the table.

However, here lies the big mistake: Colors in branding are not a matter of taste. They are a strategic tool based on psychology, target audience perception, and brand differentiation. Those who rely solely on personal preferences when choosing colors waste valuable potential – and risk the brand being misinterpreted or even misunderstood in the market (as was the case with our client cubile, for example, before they turned to HCG corporate designs for help with their branding).

Why colors are more than decoration

Colors are one of the most powerful visual stimuli. Within seconds, people decide whether they find something likeable, trustworthy, or professional – and colors play a crucial role here.

"People form an opinion about a product or brand within 90 seconds. Between 62% and 90% of this assessment is based on color alone." – Khattak, N., Khan, N. & Shah, A. (2018): Color Psychology in Marketing. Journal of Business and Tourism, Vol. 4(1), pp. 13–21.

This means that before someone reads your logo or understands your message, colors have already set the mood.

Choosing the wrong color can subconsciously evoke negative associations. Regional, cultural, or religious differences should also be considered when considering the target audience. Learn more about this in the HCG corporate designs tips section titled "The Best Colors for Logos and Branding."

Color psychology: What colors trigger

Each color has specific meanings that may vary depending on the culture, but are largely interpreted similarly in Germany, Austria and Switzerland:

• Red: Energy, dynamism, passion, but also urgency and warning

• Blue: Trust, stability, reliability – popular with banks, insurance companies, tech

• Green: Nature, sustainability, growth, tranquility – often found in ecological brands

• Yellow: Optimism, creativity, attention – appears friendly, but not always serious

• Black: elegance, luxury, exclusivity – but also distance and severity

• White: Clarity, purity, minimalism – creates space and calm

In addition, different color combinations also trigger different emotions – depending on how much black or white is mixed into a color. You can find more about the impact of color combinations in the HCG corporate designs tips section. For even more in-depth psychological details and practical examples, we have developed and produced a masterclass.

So the question is not: “Which color do we like?” – but rather: “What message do we want to convey to our target audience?”

That's why at HCG corporate designs, we conduct a competitive color analysis very early in the branding process. For our client Immobilien Praxis Köll, the competitive color analysis looked like this:

Color competitor analysis for our branding client Immobilien Praxis Köll

For our client S11 System, however, the competitor's color analysis looked like this:

Color competitor analysis for our branding client S11 System

Target group orientation instead of ego design

Your favorite color may make you happy – but it says nothing about how your customers perceive your brand. When a team of five executives brings five different color preferences, chaos ensues. Instead, an external perspective is needed: What emotions and values should be conveyed, and which colors fit those?

Consistency is key

A brand only truly impacts when it appears consistent. A clearly defined color palette (usually consisting of one primary color, two to three secondary colors, and accent colors) is the foundation for recognition. If colors are chosen too arbitrarily or constantly changed, this effect is lost.

Grids, color definitions (such as HEX, CMYK, Pantone), and clear rules in the corporate design manual ensure that your brand is perceived consistently everywhere – whether on the website, in social media, or in print brochures. It is precisely this repetition that builds trust and anchors the brand in the mind of your target audience.

Common mistakes in practice:

• Ego-driven decisions: Colors are chosen based on personal taste, not strategy.

• Too many colors: If every medium uses a different color scheme, the brand appears cluttered and inconsistent.

• Missing rules: Without defined color values, deviations arise that dilute the brand image.

Conclusion

Colors are not decoration, but a central tool in branding. Choosing the right color palette is a strategic process based on target groups, market positioning, and psychology – not on personal preferences. Your favorite color may have a place in your home. But for your brand, what matters is what appeals to your customers.

Would you like to find out which colors truly appeal to your target audience – and how you can create trust and recognition with a clear color scheme? We'll work with you to develop a brand color palette that not only appeals, but also has a real impact. Feel free to contact us.