What Brand Colors Say About Your Business

The colors you use for your packaging will affect how your target audience sees your brand. Find out how.

Have you ever looked at product packaging and immediately started feeling a certain way? You know — sometimes seeing red gets you excited or blue keeps you relaxed.

That's not a coincidence!  

Businesses know that the colors they use on their packaging have a powerful effect on customer emotions and perceptions.

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Forget the misconception that strong branding requires a tech giant's budget. It's crucial for every business, especially startups and small businesses, to create a recognizable brand identity. Choosing the right brand colors is a key component.

Brand colors are more than just aesthetics. They're silent communicators, conveying your values and attracting your ideal customer.

Imagine your ideal customer walking by your store or scrolling through their social feed. What colors would instantly grab their attention and convey your brand story? Colors are a potent branding tool, and choosing the right ones can seem like a guessing game. Let's decode and uncover the secret language of color psychology for your brand.

Decoding the Color Palette

In branding, color isn't just about aesthetics — it's a powerful tool that speaks volumes about your business. Just like a well-chosen outfit reflects your personality, your brand colors silently communicate your values as a company with your target audience.

But with so many choices, how do you decide which colors best represent your business? And which colors would look best on your product packaging?

Let's explore the hidden language of popular colors and discover how they can shape your brand personality. 


Meaning: Passion, excitement, energy (but also danger)

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Red's power lies in its ability to convey excitement and action. It's a perfect fit for brands that want to energize their audience, like fast food chains or sports teams. 

If your target demographic thrives on stimulation, red can grab their attention. Think spicy food, performance gear, or clearance sales — all areas where red's urgency can be an asset.  However, use it strategically.  

Red can overpower, so consider a sophisticated dark shade for luxury brands or pair it with calming colors for balance. Luxury products, spas, or healthcare might want to steer clear because red can clash with their desired image of peace, trust, or well-being.

Tip: Consider the intensity of the red (bright vs. deep) and balance it with calming colors.


Meaning: Creativity, enthusiasm, affordability

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Orange isn't quite as fiery as red but it still packs a punch of enthusiasm and warmth. It's ideal for brands that want to project a sense of fun, creativity, and affordability. 

Think of the playful energy of Nickelodeon's orange slime or the innovative spirit of tech startups that embrace orange accents.

This color resonates well with a younger audience or those seeking a more approachable and casual brand experience. It's a great choice for products associated with joy and leisure. Think of products like children's toys and summery beverages. 

Orange can lean towards affordability so luxury brands might want to consider a different color palette.

Tip: Pair orange with other warm colors for a playful vibe or cooler colors for a more sophisticated look.


Meaning: Happiness, optimism

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Yellow can be a powerful tool in your branding arsenal. It evokes feelings of happiness and optimism, creating a welcoming atmosphere for your customers. 

This bright color is also excellent at grabbing attention. This helps your brand stand out in a sea of competitors. But before diving headfirst into yellow, consider your target audience. Yellow works well for youthful or family-oriented businesses. A more sophisticated clientele might respond better to a different color scheme. 

Yellow is commonly used in industries like food and entertainment. However, it can also be effective in education or construction (with the right approach). The key is to align the positive associations of yellow with your brand's image and target market.

Tip: Use yellow as accents or highlights. However, use it cautiously if making it your brand's dominant color.


Meaning: Growth, nature, peace

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Green evokes a range of positive brand identity connotations. It's universally linked to nature, conjuring images of freshness, growth, and harmony. This association makes it ideal for businesses that emphasize organic or eco-friendly practices. 

Whole Foods' green logo, for example, reflects its focus on natural ingredients. But green's symbolic meaning extends beyond just the environment. It can also represent wealth and prosperity. That's why it's a fitting choice for financial institutions.

Even luxury brands can leverage the sophistication of darker greens to convey a sense of heritage and prestige. Lime green evokes a sense of rejuvenation and new beginnings. If you're launching a startup, lime green could be a great brand color for you. A deep forest green exudes stability and trust, making it a great choice for law firms. 

Remember, green isn't a one-size-fits-all solution. Consider your target audience and the overall image you want to project to determine the perfect shade of green for your brand.

Tip: Consider different shades. Use lighter greens for freshness and darker greens for stability.


Meaning: Trust, security, professionalism

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Blue is an amazing color for multiple reasons. It's one of the most popular brand colors globally. This popularity stems from the wave of positive associations that follow it. 

Trust, reliability, and security are all heavily linked to blue. So you can't go wrong using it for branding, especially if you're in the finance, healthcare, or technology markets where those qualities are paramount. 

Examples of companies using blue include PayPal and Samsung.

The lighter shades of blue can represent calmness and peace, which suit spas and meditation studios. A vibrant royal blue can convey authority and power. 

One possible downside to using blue, however, is its widespread use. It means it'll be harder to stand out. Consider your competitors' color schemes and find a unique shade or combination with other colors to make your brand's blue more memorable.

Tip: Use different shades to evoke calmness (light blue) or authority (navy blue).


Meaning: Luxury, creativity, wisdom

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Purple packs a punch in the branding world, offering a blend of powerful attributes. It merges the calmness of blue with the fiery energy of red, creating a sense of creativity and innovation. This makes it amazing for forward-thinking businesses like tech companies. Brands like Yahoo and Twitch immediately come to mind.

Depending on the shade, purple can also convey luxury and sophistication. Deep purples like plum or violet evoke a sense of royalty and high quality, perfect for brands targeting a discerning clientele like Cadbury chocolates.

Tip: Use purple sparingly or as an accent for a touch of elegance.


Meaning: Femininity, playfulness, youth

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Don't underestimate pink! It offers a surprisingly versatile spectrum, brimming with both playful and sophisticated possibilities. Traditionally, it's been associated with femininity, sweetness, and nurturing qualities. 

This makes it a natural fit for brands targeting women or children like Barbie. 

However, pink's symbolism transcends the traditional. It can also represent joy, optimism, and lightheartedness, perfect for businesses that want to convey a fun and approachable vibe. Lyft's uses a bright pink logo to create a sense of comfort and ease for riders. 

But don't be fooled by pink's playful side. Mellower tones can exude elegance and sophistication. Think of the dusty rose hues used in high-end fashion brands, where they convey a sense of timeless style.

Tip: Pair it with other colors to mellow out the color's femininity if necessary.


Meaning: Sophistication, power, luxury (but also sadness)

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Black brings a powerful presence to the branding table. It's synonymous with luxury and sophistication — making brands like Chanel instantly recognizable. 

This color isn't just about elegance. It also projects strength and authority. Black's versatility is another perk. It pairs well with any color, allowing you to create bold pops or a sleek, minimalist aesthetic. 

However, too much black can make your brand appear distant. To avoid this, consider using it as a base. Then add other colors for a more welcoming feel. 

Like blue, black's popularity can also make it a challenge to stand out. Explore unique design elements to make your brand truly memorable.

Tip: Use it for a bold statement. Pair it with brighter colors for balance.


Meaning: Purity, cleanliness, simplicity

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White in branding offers a clean slate bursting with elegance and character. It's universally associated with purity, simplicity, and a fresh start. It's perfect for businesses emphasizing new beginnings or clean products.

Apple might be the biggest example. Its white aesthetic reflects their focus on sleek design and innovation. 

White also represents openness and minimalism, allowing other design elements to shine. This can be a strategic choice for businesses that want their products or services to take center stage. 

Let's not forget versatility. White pairs beautifully with any color, creating a bright and airy feel. It also makes products look modern. Ultimately, white can be a powerful tool for crafting a brand identity that's both sophisticated and inviting.

Tip: White creates a sense of space. Try combining it with other colors.

Choosing Your Brand Colors: A Mini-Guide

Exploring different color palettes is an exciting process. Here are a couple of tips on finding the right color combinations for your brand.

  • Use a Color Wheel — A color wheel maps out primary, secondary, and tertiary colors to show which ones complement each other. Experimenting with the wheel will spark fresh ideas for your brand.
  • Embrace Digital Tools — Design software like Canva or Adobe Illustrator offers built-in color scheme generators. These tools let you pick a base color and explore different harmonies based on color theory principles.
  • Draw Inspiration from Nature — Nature is a treasure trove of color inspiration. Tranquil landscapes might whisper calming blue and green combinations, while a vibrant coral reef could spark a playful palette of pinks, oranges, and teals.
  • Align Colors with Your Brand Voice — Consider the emotions you want your brand to evoke. Red ignites energy, while blue evokes trust. Research color psychology to understand how different colors can influence how people perceive your brand.
  • Refine Through Testing — Create mockups of your logo and branding materials using different color combinations. This will help you see how the colors work together in real-world applications. Finally, share your color options with friends, colleagues, or potential customers and get their feedback.

The ideal color combination for your brand is one that's both aesthetically pleasing and strategically aligns with your brand message and target audience. Experiment, refine, and have fun creating a color story that perfectly embodies your brand.


With the help of this guide, embark on a journey to discover the perfect color palette for your brand. Remember, the ideal combination shouldn't just be aesthetically pleasing. It should also strategically align with your brand message and target audience. 

So experiment and have fun creating a color story that uniquely embodies your brand and sparks a connection with your customers.

And when you find colors that work for your business, think about your packaging. Give us a call so we can talk about how PackM can help you create custom boxes, poly mailers, and everything else you might need to get your business up and running. You can also send us an email at sales@packm.com

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