Color is like body language; you can tell people a lot about your business without saying any words. Use color to speak volumes about your company identity. Having a brand color will also help people to identify your company in ads and commercials. The language of colors changes from culture to culture, so it is important to understand what different colors mean to your customer base.

Red
In western cultures, red stands for love, passion, and excitement. In the far East, red signifies joy and is used a lot in New Year’s celebrations. If you have a lot of clients of Asian descent, you might use red as your primary brand color, and place it as the background color for business card printing, posters, signs, and print brochures.

White
In Eastern cultures, white stands for death and is used a lot in funerals. In the West, white stands for purity and innocence and is a big wedding color. If your business mainly deals with western clients, you could use white in your brand color to add a touch of innocence to your company image.

Green
In Western cultures, green is very calming and often symbolizes growth. Lately green has also come to symbolize environmental causes. If you want to project an environmentally friendly image, you could use green for business card printing, brochures, and even in your logo. In some African cultures, green stands for fertility and is considered sexy. Lingerie marketers with an African customer base should consider using more green in their products and marketing materials.

Yellow
Yellow is a cheerful color that evokes positive associations with sunshine. Use yellow to project a positive image for most customers. However, if your customers come mainly from the medical community, you might want to stay away from yellows, and greens for that matter, because those shades symbolize infection.

Blue
Blue is almost universally accepted as a traditional, tame color. Blue is also seen as intellectual. If you have a serious business, a subdued blue is a safe color to use as your signature color in your logo, for business card printing, and on other marketing materials.

Be sure to choose the colors of your business wisely. Consider your target consumers and what certain colors mean to them. This way the colors of your brand will effectively help to project the right image for your company.