When it comes to branding, nothing stirs up more opinions than color.
In branding, color can spark everything from polite debates to full-on passionate disagreements. If you work in graphic design long enough, you’ll notice a pattern:
Everyone has a favorite color, and everyone is certain their favorite color is the right choice.
Here’s the catch. Personal color preferences are just that. They are personal. They’re shaped by individual experiences, cultural influences, and even childhood memories. While those preferences may carry weight inside an organization, they may mean very little to the people you are trying to reach.
That’s why it is worth stepping back to choose colors with your audience and your competitors in mind.
This is where strategy steps in. It is about making sure your colors work for your business, your positioning, and your growth goals. Color is one of the fastest ways to stand out, be remembered, and build trust (if you choose it strategically).
Real-World Examples of Color Preferences Gone Wrong
The Fax Machine Fiasco
Years ago, I worked on a logo project for a company in environmental construction. The process lasted two to three months, with multiple rounds of edits and revisions. I worked closely with the company president, incorporating his feedback at every stage.
The final design featured a green on the yellow side of the color wheel paired with a deep purple. These were complementary colors, following the rules of color theory. The president signed off on it, and I was confident it met the goals of the design brief.
Then came the big reveal to the board. The board president’s verdict? He didn’t like the colors because he thought they wouldn’t reproduce well on a fax. (Yes, faxes. Even though they were already outdated at the time.) The entire project was scrapped.
The Colorblind Curveball
In another project, I worked with a marketing director at a medical device manufacturer to create a brochure explaining how one of their devices worked. The marketing director specified the color palette, provided feedback on the drafts, and we hit the deadline for delivery.
Then came Friday afternoon. She showed the brochure to the company president, who said he did not like the colors. This was not entirely surprising (he was colorblind, something I was aware of before the project). The marketing director and I were both under the impression that she had the authority to make the final calls on the brochure design. Unfortunately, as it turned out, she did not.
We needed the finished brochure by Monday. That meant spending the entire weekend reworking the design to meet the president’s personal preferences. The company paid significantly more for the project because of the last-minute changes, and everyone involved was under unnecessary stress.
These experiences taught me something important: if you base your brand colors on individual tastes, especially when multiple people are involved, you’re setting yourself up for conflict, delays, and wasted resources.
Rogue Employees with Canva Access
Even when a business establishes brand colors, there’s a common problem that can undermine the brand. In some organizations, employees who don’t like the chosen palette will create materials in their own preferred colors.
This weakens brand recognition and forces marketing teams to work harder (and spend more) to reinforce the intended color associations.
If Coca-Cola suddenly let every department pick their own shade of red, or skip red entirely, how long would it take before that brand power started to fade?
How to Choose Brand Colors That Support Growth
(And Why Personal Preference is a Weak Strategy)
As the stories above illustrate, even within a single company, color preferences can vary wildly. So why let one person’s favorite shade dictate a decision that affects the entire brand?
A stronger approach is to:
- Analyze the competitive landscape: What colors dominate your industry? Which are overused? Which could set you apart?
- Consider your target audience: Which colors are likely to resonate with them emotionally, culturally, and psychologically?
- Use color psychology intentionally: While personal associations vary, research shows that certain colors often convey specific ideas or feelings.
The Psychology and Power of Color
As I share in my BFF Brand Academy course, color is “the silent salesperson.” Before words even register, color triggers an instinctive reaction that can make a brand feel exciting, trustworthy, luxurious, approachable… or not worth a second glance.
For example:
- Blue often signals trust and dependability (this is why it’s everywhere in corporate branding).
- Yellow conveys warmth and optimism but can disappear on a white background if not handled carefully.
- Black exudes elegance and sophistication (and has even been shown to inspire people to pay more for an item).
And just like Coca-Cola’s iconic red, consistent use of a signature color can become so recognizable that people identify your brand without ever seeing your logo.
How to Choose Brand Colors that Support Business Goals
When helping clients select brand colors, I use a process that blends competitive analysis, target audience insight, and the brand’s personality and values. Here are a few of the key steps:
- Start with 2–4 primary colors for your core brand identity.
- Add at least 5 secondary colors for flexibility in charts, graphics, and seasonal campaigns.
- Use value contrast (lightness and darkness) to ensure readability and accessibility.
- Test colors in different formats (digital, print, signage) before finalizing.
Remember: Your brand palette shouldn’t be about what you like best. It should be about what will serve your business, attract your audience, and help you stand out in the market
Final Takeaway: Color as a Competitive Advantage
The bottom line? Go wild with personal preference when you are picking the color for your living room walls. But when it comes to your brand, choose colors that speak to your audience, set you apart from the competition, and make your business instantly recognizable. That is how color becomes less “just pretty” and more of a powerhouse tool for business growth.
