Color Theory 101: What Small Businesses Need to Know

What is color theory?


Color Theory seeks to explain how combining and using colors in certain contexts can change the meaning and feeling evoked by the viewer.


In our society, certain colors have come to be associated with certain things. Color Theory explains how we can use colors to effectively convey meaning and evoke emotion. Below you’ll find a chart with a breakdown of colors and their typical association.


This color knowledge can be applied to crafting a unique brand identity that makes your audience feel a certain way when interacting with your brand. It’s also been said that “Using a signature color can increase brand recognition by 80%” and “people decide on whether or not they like a product/offer in 90 seconds or less. 90% of that decision is based solely on color.”


The subconscious is a powerful thing. Let’s use color to our advantage to create powerful graphics that speak to the heart of our ideal audience and show them why you are the obvious choice in your industry.


What are color associations?


Ahh-mazing question. Here’s a fun little breakdown.





















How can Color Theory help your small business?


It’s important to note that theories are not facts, but rather serve as a collection of ideas and phenomena observed over time. This means nothing is set in stone as a hard and fast rule, as everyone’s design and color preferences are different. It is however an extremely effective foundation for understanding how colors can create meaning and evoke emotion in our audience.

Using your knowledge of color theory, you can create a brand color palette that speaks to your audience and is an authentic reflection of who you are and what your business stands for.


Which color is a MUST for your brand identity? Does color theory support your choice?