If you are already aware of us here at Essential, you may be thinking:

“There’s something….different about you.”

There is!

“New haircut?”

How kind of you to notice! That’s not it though.

We’ve been tangoed! (Rebranded).

By choice, I might add. We’ve refreshed our website and look and our new Essential Colour is, as you may have noticed ORANGE! (#EC5300 to be exact).

We think it’s pretty snazzy.

Why is colour so important in branding?

Colour matters. According to research undertaken by WebPageFX, nearly 85% of consumers cite colour as the primary reason they buy a particular product.[1]

But what if your brand offers a service, not a product?

Well, 80% of consumers think colour increases brand recognition, so choosing the right colour is important if you want to stick in your customers’ minds.

Still not convinced? Let’s look at it in terms of advertising. When it comes to your search engine marketing and social media advertising, ads in colour are read up to 42% more often than the same ads in black and white.

It pays to pay attention to colour in your brand.

The psychology of colour

We all have our favourite colours and colours we dislike.

If you were given a choice of paints for your front door, you wouldn’t choose a colour you hate, right? Why would you want to walk through that every day?

But that’s a conscious choice.

You might think “I hate the colour purple but that wouldn’t stop me from eating Cadbury’s…” Maybe not.

But for a brand you don’t know, it’s likely that the colour of their logo and/or branding will give you an insight into the type of organisation they are.

Despite the subjectivity of our own personal colour preferences, science tells us that – thanks to our animal instincts and societal influences – there are certain emotional responses we’ll all be likely to experience upon seeing specific colours.

At least, that’s what the research says, obviously if you were chased by a giant green monster once upon a time, you might have nothing but fear from the colour that is supposedly peaceful.

So why choose Orange for your branding?

Good question! According to The Logo Company, Orange is synonymous with being ‘Friendly, cheerful and confident’ strongly linking to being creative and youthful[2].

We like to think of ourselves as all of those things anyway so with our rebrand, it was important to choose a colour that reflects our values and way of working.

The Logo Company Colour Chart


Famous orange brands include Amazon, Fanta, Orange (obviously) and Nickelodeon, so we’re in good company!

I’m sold. So how will I know what colour works best for my company brand?

Well, you can take a look at the colour chart above by The Logo Company and see which descriptions and brands fall in line with your own.

If that chart isn’t doing it for you, then you can use this insightful and entertaining flowchart infographic by the company 99 Designs[3]to help you decide!

99 Designs Logo Flowchart

Some of Team Essential’s Favourite Orange things

Carol – Sunset

Orange sunset

Mike – Orange socks

Mike socks

JB – Goldfish

JB goldfish

Sam – Terry’s Chocolate Orange

Sam chocolate orange

Marie – Satsuma

Marie tangerines

Grace – Channel Orange by Frank Ocean

Grace channel orange

Team Essential’s Favourite Colours:

Carol – Blue

Mike – Green

JB – Green

Sam – Blue

Marie – Purple

Grace – Black. Like my soul.

So, how do you like our new look?

If you’re thinking of rebranding or need help creating new creative designs, get in touch!

Don’t forget you can also have all of our latest marketing tips and guides sent straight to your inbox by signing up to receive Essential updates.


Additional reading:

Fast Company ‘What your logos say about your company’ https://www.fastcompany.com/3028378/what-your-logos-color-says-about-your-company-infographic

Creative Bloq ‘How to choose the right colour palette every time’: https://www.creativebloq.com/features/how-to-pick-the-perfect-colour-palette-every-time


[1]Webpage FX Psychology of Colour Infographic: https://www.webpagefx.com/blog/web-design/psychology-of-color-infographic/

[2]The Logo Company ‘Colour Emotion Guide’: https://thelogocompany.net/blog/infographics/psychology-color-logo-design/

[3]99 Designs ‘Logo Colour Meanings’: https://99designs.co.uk/blog/tips-en-gb/logo-color-meanings/

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