Brand Color Psychology Series: Black

Brand Color Psychology Series: Black

branding Jul 08, 2022

Did you know that the colors you use in your branding subconsciously communicate a specific message to your audience about who you are, what you do, and what working with you will be like? 

Everyone has at least one color that resonates most with their personality, and is ideal to use in their branding. When you take color psychology into consideration when creating your brand, you end up with something that resonates with you and your ideal audience, and allows you to feel confident showing up as the leader of your brand.

What is Color Psychology, and How Does it Relate to Branding?

Color plays an incredibly important role in how your brand is perceived, how you show up as the face of your brand and the type of clients you attract. Beyond just providing a nice visual, each color (and sometimes, different shades of each color) has a personality type and “vibe” to it. 

When you choose brand colors that resonate with who you are and the type of business you’re building, you will start to feel CONFIDENT showing up as the face of your brand and putting yourself out there for new opportunities. 

Each color personality has a range of traits, strengths, weaknesses, preferences, and even interpretations. Today, we’re going to be talking specifically about how using black in your brand portrays you to your ideal client. 

The Color Black in Branding

Black is a color associated with being classy and confident. If black is your brand's main color, you're likely viewed as being serious, and maybe a bit of a rebel. You're gifted in increasing the confidence of others, hiding what we don’t want to be seen, and protecting others from outside interference while they’re taking time to heal.

Black brand personalities are powerful. You tend to be either a rule-breaker, or an extreme rule follower, there is rarely an in between. Either way, you tend to be incredibly strong-willed.

People love you because you help them feel powerful, confident, and in control of whatever they’re struggling with.

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However, some people may think you're hard to connect with, either because you come across cold or demanding, or they're intimidated by your confidence. Too much black in your branding can also lead to depression and negativity, and can make your brand come across as unapproachable.

As a Black brand personality, you desire to be in control and independent, to be protected from negative energy, to complete projects perfectly, and to be perceived as mysterious and intriguing. You value determination, dignity, security, protection, confidence, and strength.

You do a great job at getting others to take you seriously. However, your confidence can be intimidating, causing some people to turn away from you. You also may struggle with building close relationships, expressing your feelings, having fun, or experiencing joy. 

Black is a natural fit for any business selling luxury products or services, especially those targeting teenagers who want to be rebellious, or those wanting to portray an air of mystery and seduction. 

Explore other colors in this series:

Are you using black in your branding? If you are, and this post didn’t resonate with you at all – or if you’re trying to figure out your brand personality and identity – then check out the Power Profile assessment and course!

This course takes a deep dive into creating a brand that resonates with you AND speaks to the heart and soul of the people you want to attract – all through the lens of 12 different colors. 

The Power Profile begins with an assessment to guide you towards colors that may be most aligned with your personality. It also includes incredibly helpful information such as a closer look at your strengths, weaknesses, struggles, and desires; the different shades of green and their meanings; and an entire vocabulary bank that resonates with each color for you to use throughout your website and marketing materials. 
If you’re ready to design an authentic, impactful brand today, then start with the Power Profile below!


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