The power of color. How colors work and what role this effect plays in branding.

Expertise Farbschema

Color as a communicative element

Colors are significant, both culturally and emotionally, and that’s what makes the composition of a color climate so central for a brand. Color observers deduce certain properties. It is not for nothing that numerous established insurance companies or financial service providers choose a shade of blue as the main color: blue is considered serious, reliable and radiates calm. Red, on the other hand, stands out, is dynamic and energizing – and is therefore more suitable for entertainment or caffeinated soft drinks.
And doesn’t the green-gold branded fast food chain seem much more sustainable? Orange as the main color, on the other hand, requires sensitivity when developing the design system as a whole, in order not to look cheap.

One color can increase brand awareness by 80%

Some brands are inextricably linked to their color climate, such as Coca Cola or Telekom. For the latter, the color magenta is the eponym for products and services; the group even had “its” color protected under trademark law and is taking legal action against companies that still use the color.

Farbklima N26
Farbklima Holvi


Despite all the attributions, the choice of color climate offers opportunities for differentiation. Companies from conservative industries in particular are often reluctant to deviate from customary corporate colors. The human brain perceives exactly that – the difference, the exception to the norm. Digital financial service providers such as Holvi or N26 are a good example of the delimitation using color: They use specific color palettes that at first glance identify them as innovative players. We therefore encourage our customers not to base themselves too much on supposed industry conventions. And develop individual color climates that are tailored to the respective brand personality and positioning and target group.

Dr. Birgit Joest

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