When it comes to corporate identity, the colors you choose depend on many factors. Do you want a logo that will be simple to reproduce and recognizable across different platforms? Or do you want a design that is closer to the corporate “personality”? What is your budget? Are you trying to appeal to a wider audience or just to a specific group? All of these questions should be answered before making a decision, but, as designers, one of the first things that comes to mind when you see a blank canvas is: what colors should I use for my design?

Choosing a color scheme for your logo or brand is a challenging task. After all, there are so many possibilities, and the more you try, the more you will stumble upon a perfect choice. This is why we decided to take the pain out of the process for you by analyzing the results of a survey we conducted among 200 adult users on HubSpot Blogs. The respondents were asked to choose their favorite colors for a marketing or online shopping logo, brand, or website. We then looked into the respondents’ demographics, psychographics, and digital purchasing habits to see what would make them choose certain colors. The information we got will help you find the right fit for your brand, no matter what kind of business you are in.

The Results

The first thing we noticed when looking at the data is that the majority, about 71%, of the respondents chose pastels or grays as their favorite corporate colors. This makes perfect sense. From a marketing standpoint, if you are using a service like HubSpot that promotes content collaboration and sharing, then you are probably seeing lots of gray and blue in your inbox. So, if those are the “in” colors for business, then that is what the brand should reflect too.

When choosing online shopping logos, 27% of the respondents chose bright, happy colors like yellow or green. These are attractive colors that grab attention and make the viewer want to click or purchase something. If you are a retailer, then these are the perfect colors for attracting customers to your online store.

Demographics

The respondents came from across the United States, with the largest share, 28%, coming from the Western region. This makes sense, as the west is usually associated with bright, happy colors. Another 23% of the respondents came from the Midwestern region, which is home to some of the biggest industries in the country, like food, automotive, and chemical. It is no wonder that these respondents chose to represent their “home region” with these three colors – yellow, green, and white.

When choosing the colors for your marketing logo or website, you should always keep in mind that the design will be used on a variety of platforms. If you are designing a logo for a blog or social media platform, then you should choose colors that compliment these mediums. If you plan to use the logo on a billboard or in a store, then you will need to choose more subdued shades.

Psychographics

This is where things get interesting. When it comes to choosing a color for your business logo, the colors you pick should reflect how you and your customers think, feel, and act. For example, if you are a fast-paced, action-oriented business, you might want to choose bright, happy colors that express that personality. On the other hand, if your business is more reflective, choose colors that are closer to the gray area. The more you know about your customers, the better you can serve them with the products and services you offer. In our case, we were interested in finding out more about the colors Gen Z, millennials, and the digital generation prefer when it comes to selecting business colors.

When we looked into the data, we saw that respondents between the ages of 18 and 24 prefer a blue hue for their business logo. This makes sense, considering that 72% of the respondents chose this color scheme when asked about their favorite colors for a marketing or online shopping logo, brand, or website. The generation also chose these colors widely when asked which colors they would select if they were looking to create a masterpiece.

Gen Z also chose these colors, as did 28% of the millennials. The digital generation, the largest segment of our survey respondents, prefers to use white or yellow as their base color, and then add a splash of blue or green to give it a unique flare. The survey also showed that the younger generations lean more toward pastels when it comes to corporate colors – only 16% of the respondents chose a bold, vivid color for their business logo.

Digital Trends And Purchasing Habits

This is where we get into the nitty-gritty of business. When it comes to marketing or online shopping, the colors you choose should not only represent your brand, but the products or services you offer as well. If your customer base is searching for a quick, casual dress or an attractive home accessory, then you should choose cheerful, vibrant hues – yellow, green, and white are ideal for this. However, if your customers are in the market for a new mattress or vacuum cleaner, then you might want to go for a more sedate color scheme.

When choosing a color scheme for your marketing or online shopping logo, brand, or website, you should always keep in mind that the design will be used on a variety of platforms. If you are designing a logo for a blog or social media platform, then you should choose colors that compliment these mediums. If you plan to use the logo on a billboard or in a store, then you will need to choose more subdued shades.

As for the kinds of products or services your customers are searching for, our survey showed that when choosing a color scheme for your business, you should go for products that are either fashionable or functional.

What we found interesting is that when choosing a functional color scheme, 36% of the respondents chose white, as this is the color of snow and cold temperatures, but only 4% chose gray. This makes sense, as this color is associated with professionalism and stability. What does this mean for you as a designer?

If you are looking to create a logo or brand for a product or service related to fashion, then white and yellow, or red and white are perfect combinations. These colors represent the essence of Christmas – joy, festivity, relaxation, and good cheer. So, if you want to project an image of purity, reliability, and authenticity, then these are the perfect colors for your brand.

When it comes to fashion-related products or services, these are the ideal colors to go for: white, red, yellow, and blue – so long as you do not choose these colors outright, you can never go wrong.

Takeaway

Choosing the colors for your business can be tricky. There are many factors to consider, like your budget, brand identity, and your customers. However, keeping the identity of your customer in mind is the key to choosing the right colors for your business. After all, the colors you select should be something that your customer can easily relate to and associate with your brand. From there, you can take it a step further and connect the colors you choose with the products or services you offer. If you take these steps, you will be on your way to designing a logo or brand that is both attractive and functional.