You’re ready to advertise your brand. You’ve invested in your marketing and are serious about getting results. But did you ever consider how your brand’s colors will impact and be interpreted by your target customers? According to the Institute for Color Research (CCICOLOR), “the average person makes a subconscious judgment about a product, person or the environment within 90 seconds.” 

Did you know, seventy-five percent of pencils sold in the US are painted yellow? Coincidence? Nope! The color yellow is commonly defined as the happiest color in the entire spectrum - perfect for getting young students excited about completing their math homework. In a study titled Impact of Color on Marketing, “researchers found that up to 90% of snap judgments made about products can be based on color alone.
” Therefore, choosing the color(s) for your brand is just as important, if not more important, than designing your logo and developing a tagline. Be consistent and easily identifiable. A red bullseye instantly reminds most Americans of Target, little girls grow up admiring the iconic Barbie pink, and when you’re rushing through an airport in search of caffeine, you’re drawn to the quintessential green of Starbucks

The Psychology of Color

Understanding the psychology of color allows you to dissect the color wheel and interpret hues, tints, tones, and shades for what they represent and how they can be used together to achieve a balanced yet intriguing palette. Your brand’s color scheme must align with the personality and message you intend to portray. See the chart below for emotions and characteristics associated with particular hues:

color spectrum guide

For a vibrant, high-energy combination, choose colors that sit across from each other on the color wheel; but for a more coordinated combination, choose colors that sit next to each other. Need help finding colors that are on opposite sides of the spectrum but work well together? Check out this tool from Adobe that our designer, Giancarlo, can’t live without. 

New Yashi Branding

yashi rebrand

You may have noticed an updated aesthetic to our website, logo, and colors in 2017. For some time, we’ve felt like our logo and design better represented the gaming company that Yashi started as than the digital marketing technology platform we’ve become today, so we decided it was time for a change. After long nights filled with lots of coffee and mood boards overflowing with color palettes, shapes, and potential design layouts, we found a sleek, tech-forward scheme and incorporated a navigation symbol to pay homage to our location-focused technology. Our colors have transformed to fit our platform's sophisticated, reliable, successful and trustworthy message. 

yashi style guide

Still searching for inspiration to curate the best version of your branding? Take this quiz to determine which colors make the most sense for your business. Drop us a line at if you want to discuss ways to secure the highest engagement rates and interaction among the audience you get in front of.