What's In a Color?

When I was younger, I never really loved pink. Any photos of me in pink were because my mom picked it out for me, but for the most part, pink was not a color I opted for.

Now blue, yes. I loved blue. Blue was cool. Blue was the anti-pink. BLUE! Give me all the blue.

And you know what? People thought that was weird! "You're a girl. Girls wear pink!" Excuse me, I don't need your gender stereotypes placed on me, thankyouverymuch.

As an adult, nothing much has changed except I'm drawn to neutral colors with a goal of an entire black and white wardrobe. There's something sophisticated and polished to me about having black and white pieces. Plus they're easy to rotate with other pieces so less shopping for me. Win!

When I started rebranding, I thought about the versatility a black and white logo can have, so I created it with intention. I took out a lot of color for my main colors and switched it to black and white, other than accent links.   

Have you thought about how it makes people feel? Is it inviting? Does it amp them up? Make them hungry? Feel fun and flirty?

"Wait, I'm supposed to connect color with emotion?" 

Did you know color provokes emotions and feelings subconsciously? 

Notice how fast food restaurants have red in them? Red provokes hunger. Black, while associated with death, is also associated with sophistication and classic. Blue is calming and tends to be more inviting. 

Working with my clients, I emphasize the importance of color. Part of their assignment for them to research their target audience, far past age, gender, sex, race and nationality. 

Ex. "My ideal audience is women who suffer from PCOS or/and other metabolic disorders that make it difficult for them to lose weight. They often feel shame and or discouraged to come to the gym and push through their workout because they often feel judged for not trying to hard enough." 

Here, I would discourage the use of red, as it might feel too intimidating. I would also discourage brown as it can be "too" masculine color (though, I don't agree with gendering colors, but we're talking psychology here so go with me). Pink is an easy fit, because pink is linked to femininity but I would also encourage shades of blue (trust)purple (power), or yellow (optimism and energy)

"How do I know if my brand's color is right for me?"

Sit down and think about your goals and target audience. If you feel your colors are attracting the wrong audience, I'd consider a change. And why not download a guide to help you out? 

Bonus: Did you know Mark Zuckerberg picked what's known as "Facebook blue" because he's red-green colorblind? (Source

What colors make you feel powered? What's your favorite color? Let me know in the comments! 

Clarissa Nash

Designer, photographer and writer who's half Daria/half bohemian with a pinch of Beyonce.