How color use matches your corporate identity

Color plays an important role in creating a strong corporate identity. Choosing the right colors for your brand ensures that your company is recognizable and has the right appeal to your target audience. In this blog, we explain the value of using color.
Auteur: Eric Neeteson Lemkes
Categorie: Communications

What is your color?

Make sure the reader understands your color

It is important to understand what colors fit your brand and what these colors convey. For example, red is a color associated with passion, energy and excitement. Blue, on the other hand, represents trust, stability and reliability.

The right colors

Connect to your customer’s need

When choosing the right colors for your brand, it is also important to consider the colors of competitors and the colors that are common in your industry. It is important to stand out, but at the same time you must also fit your target audience and their expectations.

Be consistent

Use color well in all your communications

Color is important not only for your logo and corporate identity, but also for your website, packaging and advertisements. Consistency in color use helps to increase the recognition and reliability of your brand.

Make an impression

A well-conceived color combination helps you stand out

Choosing the right colors for your corporate identity can be challenging, but it is an important part of building a strong brand. By understanding which colors fit your brand and why, you can ensure that your business stands out and makes a lasting impression on your target audience.

Want to know more?

As a company, it is important to be associated with the right emotions in order to meet the expectations of the (potential) customer. This ensures that in the first few seconds after (visual) introduction, the customer already gets a positive image of the company. So it is very important to choose a color scheme that best suits your company and what it stands for

1. What is your identity?

How do you want your customers to see your business?)

When customers describe your business, what would you want to come up first? Despite the fact that corporate identity is a much more comprehensive field, color is essential in this. In this, see colors as a big part of the unconscious representation of what your company stands for.

2. What main color fits your identity?


Core value: Trust, Openness, Reliability and Strength.

Blue has been considered one of the most favorite colors for years. When choosing blue, do think carefully about the hue. Light blue is often associated with friendliness and refreshing where dark blue is more associated with strong and reliable.


Core Value: Strength, Importance, Passion.

Red is a very stimulating color. The color represents love and passion but on the other hand, it also represents fire, violence and war. In fact, research shows that red can have a psychological effect on people. The color is said to increase blood pressure and accelerate metabolism. When choosing red, think carefully about your customer group because when it is international, the color has different meanings. In China, for example, red represents happiness and prosperity, and in South Africa, on the other hand, it represents mourning.


Core Value: Kindness, Energy, Standing out, Movement.

Orange is a very energetic and progressive color. The orange has made orange also stand for health and vitality. Orange is just a little less screaming and in-your-face than red, giving it a slightly friendlier look.

Tip: Research has shown that orange is the best color to use for Call-to-action buttons.

Want to know more?


Core Value: Enthusiasm, Happiness and Hope.

Yellow is the brightest and most energetic color of all warm colors and is often associated with the sun and joy. In addition, yellow in our culture is a sign of attentiveness but in Egypt, for example, it represents mourning. In Japan it is a sign of courage and in India it is again associated with merchants. Yellow, because it stands out so much, works very well as an accent color. In darker hues, yellow conveys a sense of wisdom and timelessness.


Core value: Nature, Peace, Growth, Stability and Youth.

Because green is actually just between warm and cold, it can give both a calming and energetic look. Greenery creates a balanced and peaceful atmosphere. Because of the youthful look of the color, you must be careful not to let your identity exude inexperience. Whereas olive green shades give a very natural look, darker shades are often associated with finances and money.


Core value: Reliable, Honest, Simple and Stable

Brown often gives an authentic safe earthy look but because of this it can also make your business look a little old-fashioned. Brown is often seen as a dirty color. So when using brown, make sure you use good contrast colors.


Core Value: Mystery, Romance, Wisdom and Luxury.

From the beginning of time, purple has been seen as a color of class and luxury and can even come across as a bit decadent. In addition, purple often represents creativity and imagination. While the darker shade gives a more luxurious look, a softer purple shade actually creates a sense of romance and spring.


Core value: Wisdom, Strength, Timelessness and Elegance.

Black is the strongest shade of all neutral shades. The hue is often used for its elegance but can also cause identity to be associated with evil and death.

When using black, make sure that the color is mainly carried by spot colors because when black is used alone, it can create a very overpowering effect.


Core value: Simplicity, Openness, Cleanliness and Purity

White is most commonly associated with purity and purity in our culture and is therefore often used in medicine. A house style with lots of white often gives a very clean and bright look when combined with a minimalist style.

Note that the same applies with white as with black; make sure there are other colors that complement the style. Thus, you can use white to create both a summery and a winter look, depending on the colors you add.

Want to know more?

3. What shades of the chosen main color fit your corporate identity and in what environment will it be placed?

Once a main color is chosen, it is necessary to look further within the aspect of this color. What hue fits your business best and what effects do the surrounding colors have on this hue? Using tools like Adobe Kulor and Color Blender, you can find matching and contrasting colors in addition to your main color to expand your color palette.

4. Apply

Once the color palette is established, it is time to apply it to the rest of the corporate identity. Consider the contrast between colors, proportions and the use of text, icons, images, patterns and logos. Be sure to create mood boards that bring all these elements together and play with them.

5. Test and adjust.

Observe both internally and externally how people react to the established corporate identity. Does it already produce the desired results or does it still need some fine-tuning? Ask what emotions the mood boards evoke and evaluate them until the desired result is achieved.

6. Keep improving.

Even the companies with the strongest identities continue to test and adjust their corporate identities. The society we live in is constantly growing and changing. What may be very appealing today may be obsolete by next week. By constantly evaluating and adapting, you and your company will always remain innovative.

Wil je meer weten?

Dat kan. Stel jouw vraag via ons contactformulier en we geven je zo snel mogelijk antwoord.

Meer blogs

The use of personas

The use of personas

We often use personas in marketing. Personas are constructed representations of ideal audiences, and their proper application makes communication more targeted. This blog explores what personas are, why they are so powerful and how they can be successfully applied in communication strategies.

With your face in the news

With your face in the news

It will happen to you: suddenly your company is in the news. And people come with questions. Staff involved. Suppliers. Or members of your association Sometimes even journalists. Who are sometimes trained to make you say the one-liners you don’t actually want in the paper. And yet you want to be transparent. In this blog, 17 (!) tips to prepare for that interview.

To include or exclude video in an email

To include or exclude video in an email

Embedding a video in an email can be an attractive idea because it adds an interactive element that can engage recipients more effectively. However, there are both pros and cons to consider before you decide to embed a video in an email.

HQ & Academy

Saturn Street 60/71
2516 AH The Hague
Tel: (070) 222 38 80


Customer Factory B.V.
Chamber of Commerce: 66789060
VAT: 856698076B01
Part of:
High Attention Group B.V.