It only takes 90 seconds for someone to form a first impression about your brand. And here’s the wild part: up to 90% of that first impression is based on color alone.

So when people ask me: “Do my brand colors even matter that much? How important are they really?”

I say: OH BABY. Your colors matter. They matter a heckovalot!

Why Your Brand Colors Matter

Our brains love patterns and symbols. In fact, we love them so much that we use patterns and symbols hundreds of times every day to make split-second decisions that fly below our conscious awareness. 

And colors are really just symbols. Symbols that represent emotions and values. When you see a color, it triggers an emotional reaction that helps you form a first impression about the entity you’re viewing. 

It’s basically a filtering mechanism for your brain to make sense of the 11 million bits of information it receives every second. 

More than fonts, more than composition, more than design style, colors are the single most impactful element of your brand.

By understanding the psychology of colors, you can create a color palette for your brand that triggers the emotional response you want to create when people see you online. 

You know the saying: a picture is worth a thousand words? Well, a color is worth a million words.

And better yet, you can use color as a rapid, mass communication tool to tell your audience what you’re all about—without uttering a single word!

An example

There is a HUGE visual difference between a brand that wants to make you feel empowered, energized, and inspired to conquer your fears (image below on the left).

Versus a brand that wants to make you feel safe, protected, and supported so that you can be vulnerable in a safe space (image below on the right).

More than fonts, more than composition, more than design style, colors are the single most impactful element of your brand. And that’s why it is SO important you get them right.

(Recommended Reading: The Anatomy of the Perfect Color Palette)