Ever walked into a store and instantly felt energized? Or clicked off a website without fully knowing why? Chances are, color played a bigger role than you think.
Color isn’t just about aesthetics. It’s psychology. It’s strategy. And when used intentionally, it’s one of the most powerful branding tools in your pocket. Yet many businesses treat color like an afterthought, a quick pick based on personal preference rather than customer perception. Let’s fix that.
At Hardy, we help businesses move beyond instinct and into insight, developing color strategies that are rooted in purpose, not guesswork.
Ever walked into a store and instantly felt energized? Or clicked off a website without fully knowing why? Chances are, color played a bigger role than you think.
Color isn’t just about aesthetics. It’s psychology. It’s strategy. And when used intentionally, it’s one of the most powerful branding tools in your pocket. Yet many businesses treat color like an afterthought, a quick pick based on personal preference rather than customer perception. Let’s fix that.
At Hardy, we help businesses move beyond instinct and into insight, developing color strategies that are rooted in purpose, not guesswork.
Humans are visual creatures. In fact, up to 90% of first impressions are influenced by color alone. That means your brand’s palette isn’t just a design choice. It’s a first impression, a mood-setter, and a silent sales pitch rolled into one.
Color impacts how people feel about your brand, how they interact with it, and whether they trust it. When chosen strategically, color can:
These are the kinds of insights we prioritize in our brand strategy work. We don’t just help clients choose colors, they understand why those choices matter, and how to apply them for real business results.
Think of brands like Coca-Cola (bold red for energy and excitement), Whole Foods (greens that signal health, nature, and sustainability), or Tiffany & Co. (signature blue for luxury and exclusivity). These choices weren’t random. They were intentional.
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Here’s a quick breakdown of what some common brand colors tend to communicate:
Red – Passion, urgency, power
Blue – Trust, security, calm
Yellow – Optimism, friendliness, clarity
Green – Nature, balance, growth
Black – Sophistication, luxury, elegance
Purple – Creativity, wisdom, premium
Remember, it’s not about choosing your favorite color. It’s about selecting the ones that align with how you want people to feel about your brand.
If you're building a brand, or refreshing one, use these key steps to make sure your color choices support your identity and goals.
Ask yourself: What do I want people to feel when they encounter my brand? Calm and collected? Energetic and adventurous? Your answer should guide your color selection.
Look at what colors your competitors are using. Are there established color associations in your industry? In some cases, aligning with industry norms can help customers quickly understand what you offer. In others, breaking away can help you stand out.
Your color palette should extend to your website, packaging, social media, signage, and every other customer-facing touchpoint. Consistency builds recognition and trust. Companies should consider developing a family of colors: primary, secondary, and accent shades that work well together. This helps create visual cohesion while allowing flexibility across different applications.
What resonates with you might not land with your ideal customer. Use A/B testing, feedback surveys, or even informal polls to gauge reactions.
One great example we’ve seen firsthand is our work with Genuine Ice Cream. The owner initially believed mint green would resonate most with customers because it felt closely associated with ice cream. But after conducting surveys, the results were clear - consumers overwhelmingly associated pink with the Genuine Ice Cream experience. That insight led to a shift, and pink is now their primary color.
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At Hardy Brands, we don’t just pick colors. We craft full brand systems rooted in strategy and psychology with purpose. We dig deep to understand your business goals, market position, and customer mindset, then use that insight to shape a brand identity that’s purposeful, distinctive, and built to last.
Color is just one part of a much bigger picture. When guided by strategy, it becomes a powerful tool to express who you are and what you stand for. Whether you're building a brand from the ground up or refreshing an existing one, we’ll help you:
We don’t believe in one-size-fits-all branding. We believe in making every visual choice, especially color, count.
So, what’s your brand really saying?
If you’re not sure, or if you’re ready to fine-tune your strategy, let’s chat.
Like our work, the Hardy Brands team is an embodiment of the perfect balance of strategy and creative. We’ve cultivated a team of certified brand specialists and strategists, designers, copywriters and marketing professionals who are ferocious about helping you succeed. We’re a Montana marketing agency that will constantly strive to improve your business.
As a branding, marketing and design agency, we partner with all types of businesses, from restaurants and breweries to building and real estate professionals, nonprofits to accountants and many others. Get a better idea of who we are and what we do by visiting our Work page.
