There is no specific solution or answer to selecting a color for your brand. However, there are several guidelines that can be dutifully followed to ensure your brand targets your intended audience. The color chosen for branding purposes should, by default, be appropriate and relevant to the product being sold, and the brand’s personality should match this product.

For example, Barbie is pink instead of say, black, because the color pink is highly favored by a majority of girls. Therefore, the color pink is an appropriate color selection for the personality of the Barbie brand because it caters to its intended audience of young girls. Color branding is mainly about predicting a consumer’s likelihood of purchasing a product based on his or her taste preferences. If you know a consumer’s preferences and interests, you will be more successful in convincing him or her to purchase your product.

There are several stereotypes in color branding. While there is no hard-and-fast rule for selecting a color for your brand, it would be wise to stick with the color you want your brand to portray instead of relying on such stereotypes. According to a survey, men and women chose blue as their favorite color. Men’s least favorite color choice was brown and women’s least favorite color selection was orange.

By studying these results, it can be concluded that the widely known stereotype of women always being associated with pink is not, in fact, entirely accurate. Certain colors may be preferred by certain genders, but as the survey suggests, stereotypical color choices may not work for your intended audience. Once again, choose a color that fits with the personality of your brand.

It is important to note that old brands should try to stay consistent in their color choices because familiarity is preferred by consumers with a long-standing association with the brand. New brands, on the other hand, should definitely try to be unique in their color selection in order to stand out from more established brands. According to one study, men preferred bright colors and shades with black added to them, while women preferred soft pastel colors and tints with white added to them.

Using complementary colors will make the images and text of your brand more memorable upon first glance and help sway undecided clients into purchasing your brand.

Despite this post being published — it is not completed — and is part of a larger research project. The project is going to focus on the pscyhology behind the colors of major Brands around the world, and the impact of these colors.