There are a lot of pieces to the puzzle when you are starting a business. You have to have a good idea first and foremost. You have to be able to implement that idea. You have to get the word out about your idea. One thing that you might not always place enough emphasis on is branding. Not only is the logo you use important, the colors you use in your logo can carry significant weight in how customers perceive you and your product.
Blue is seen as a safe corporate color because it is calming and serene. About 20 of the top 50 Unicorn companies, companies that are valued over $1 billion, have blue logos. This includes DropBox, SpaceX, and FlipKart. Blue is also seen as productive and non-invasive in many corporate cultures.
Yellow, though it is most likely to cause eye strain, is seen as cheerful or warm. Snapchat uses a yellow logo, though among Unicorn companies they are in the minority. In fact, the largest chunk of top 50 Unicorn companies use black or gray in their logos. Uber, Palantir, and Vice all use black logos, despite the fact black is most commonly associated with evil, death, and mourning. But considering Uber is the fastest growing startup in history, currently valued at $62 billion, maybe black isn’t such a bad color after all.
When choosing branding colors for your company, it’s worthwhile to consider how those colors will subconsciously convey certain messages to your customers. White conveys purity, innocence, and empty space. Orange implies excitement, warmth, and caution. Brown conveys reliability and practicality while also sometimes implying boredom. Every color has its upsides and downsides, so it’s up to your team to determine which ones will work best for your organization. Learn more about the psychology of branding colors from this infographic!