Color names in brands trigger instant emotional responses. "Blue" = trust (finance). "Red" = energy (food). "Green" = health (wellness). Pick wrong color word and confuse your category.
Blue = Trust
Financial services love blue. "Blue Cross," "Capital One" (blue logo), "Chase" (blue). Blue triggers security, stability, professionalism. Banks = blue. Tech = blue (IBM, Intel, Facebook).
Don't use blue for: Food (suppresses appetite), entertainment (too serious), kids' products (too corporate). Blue works for serious purchases requiring trust.
Red = Energy
Food, sports, entertainment use red. "Red Bull," "Target," "Netflix." Red increases heart rate, creates urgency, stimulates appetite. Fast food = red (McDonald's, KFC, Wendy's).
Red triggers: Action, passion, excitement, hunger. Perfect for impulse purchases. Wrong for: Healthcare (too aggressive), finance (too risky), luxury (too loud).
The Urgency Effect
"RedBox" (movie rentals - quick decision). "Red Robin" (casual dining - impulse visit). "Red Hat" (tech - energy/innovation). Red = act now, don't overthink.
Trademark strength: "Red" alone = weak. "Red" + unique modifier = strong. "RedBox" (coined) > "Red Store" (generic).
Green = Health
Wellness, organic, natural brands choose green. "Whole Foods," "Greenpeace," "Green Mountain Coffee." Green = natural, healthy, sustainable, eco-friendly.
Perfect for: Organic food, supplements, environmental products, outdoor gear. Wrong for: Tech (dated), finance (inexperienced), luxury (cheap associations).
Greenwashing risk: "Green" in name without eco-practices = consumer backlash. Only use green color words if genuinely sustainable. False green claims hurt brand permanently.
Black = Luxury
Premium brands use black. "Blacklane" (luxury cars), "Black Card" (Amex), "Blackberry" (premium phones). Black = exclusive, expensive, sophisticated, premium.
Works for: Luxury goods, premium services, high-end tech, exclusive memberships. Fails for: Budget brands (contradicts positioning), kids' products (too dark), healthcare (too somber).
The Premium Signal
"Black" justifies higher prices. Same product, "Black Edition" commands 30% price premium over "Standard Edition." Color word = pricing power.
Combine with: Metals (Black Gold, Blackstone), materials (Black Diamond, Black Pearl), abstractions (Black Swan, Blackwater). "Black" + concrete noun = luxury signal.
White = Simplicity
Tech, minimalist brands choose white. "Whitehat," "White House," "Whitewater." White = clean, simple, modern, pure, minimal.
Apple uses white (products, stores, branding). Signaling: Simple, elegant, no clutter. White attracts design-conscious buyers. Wrong for: Budget (too premium), traditional (too modern).
Yellow = Optimism
Playful, happy brands use yellow. "Yellow Pages," "Best Buy" (yellow tag), "Sprint" (yellow). Yellow = cheerful, friendly, accessible, optimistic.
Caution: Yellow hard to read, strains eyes. Works in logos, fails in wordmarks. "Yellow Cab" works. All-yellow text doesn't. Use sparingly.
Orange = Creativity
Creative, energetic brands pick orange. "Orange Theory," "Nickelodeon" (orange), "Home Depot." Orange = creative, fun, affordable, friendly.
Middle ground: Not as aggressive as red, not as calm as yellow. Works for: Fitness (energy without intimidation), retail (friendly prices), kids (playful).
The Category Test
Check competitors - what colors do category leaders use? Finance = blue (Chase, Amex, CapitalOne). Fast food = red/yellow (McDonald's, KFC, Wendy's). Eco = green (Whole Foods, Seventh Generation).
Match category or stand out? Match = immediate category recognition. Contrast = differentiation but requires explanation. Purple in finance (unique) vs blue (expected).
Trademark Strength
Color alone = not trademarkable. "Blue" rejected by USPTO. "Blue Bottle" (coffee) = approved (arbitrary for coffee). Color + unrelated noun = stronger mark.
"Red" + "Bull" (energy drinks) = arbitrary combination, strong trademark. "Red" + "Energy Drink" = descriptive, weak/rejected. Arbitrary > descriptive always.
Trademark Lens analyzes color psychology fit for your category and checks USPTO trademark strength of color-word combinations - showing you which color names work for your market positioning before filing.