Colour really does matter

Colours have been a significant part of humanity since the beginning of time – white has always been associated with purity; black with darkness; purple with royalty, power and wealth; green with life, renewal, and nature, BUT also with money, greed, and ambition; red with fire and passion…the list goes on!

Colours can also have different significances cross-culturally. Where red symbolizes fire and passion in the West, in Indian culture, red means simplicity, purity and candour – polar opposites!

The bottom line, is that colour holds power.

When it comes to branding, choosing the colours you want to best represent your product can make you or break you.

As blogger Rebecca Gross says, “A brand’s logo and visual identity will comprise a number of visual cues, such as shapes, symbols, numbers, and words. But the number one visual component that people remember most is color. In fact, color increases brand recognition by up to 80%.

Colours affect people on both an emotional level and a practical level when it comes to branding. Consumers’ emotions and feelings can be affected positively or negatively by a colour and on a practical level, their attention can be drawn to a product because its colour makes it stand out.

Rebecca Gross goes on to say, “A number of studies on the relationship between color and branding reveal that up to 90% of snap judgments made about products can be based on color alone, that colors influence how consumers view the ‘personality’ of the brand in question, and that the relationship between brands and color hinges on the perceived appropriateness of the color being the right ‘fit’ for the particular brand.”

Regardless of what your business may be, it is helpful to know the significance and symbolism of colours so that you can make an informed decision when choosing the colours for your brand. The wrong colour will definitely send the wrong message. Rebecca Gross does a great job explaining in detail, the significance of colours:

Choosing the “right” colour for your brand isn’t easy. It’s very important that you take the time choosing the colour(s). Do your research.  Rebecca Gross has put together this great list of questions to go through before you make any final decisions:

  • What words represent your brand’s personality?
  • What colors represent those words?
  • What colors suit the characteristics of your product / service?
  • What colors do your competitors use?


Here, at ADFUEL Media Inc., when it came time for us to not only re-brand last spring, but to re-think our colours, it was only logical that a company with such energy, freshness, creativity and excitement would choose the colours we did.

ORANGEWhat better colour than ORANGE, which communicates activity and energy, two characteristics that describe ADFUEL to a tee! The blending of red, with its fire and passion, with the optimism of yellow, makes ORANGE a very positive and vibrant colour. ORANGE is fresh and healthy, just like eating an orange, or drinking a great big glass of orange juice.

We love ORANGE here at ADFUEL because it represents our fun-nature, our vibrancy, our energy, our creativity and our youthful approach.

GRAYOur brand also uses the colour GRAY, a colour that is often misinterpreted as being dull, dirty and dingy. Au contraire! ADFUEL  chose the colour GRAY as it is a cool, neutral colour which balances the creative energy of the ORANGE. GRAY is sophisticated and elegant. Coupled with ORANGE, you have the perfect symbiotic relationship of colours.

ADFUEL Media Inc. is creative, energetic, fresh, vibrant AND sophisticated and elegant.

We can bring that perfect balance to your business!


by: Martine Mackenzie





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