We get it—color seems like just another design choice. You pick something that looks good, matches your brand, and call it a day, right?

Wrong.

At GreaterThan, we know color isn’t just about looking pretty. It’s a strategic decision that can make or break how your brand is perceived, remembered, and trusted. From influencing emotions to driving conversions, your brand’s color palette works harder than you think, and it should be treated like the business asset it is.

Let’s break it down: here’s why color is strategy, not just aesthetic.

1. Color Dictates First Impressions

According to a 2006 study, people form an impression of a product or brand within 90 seconds—and up to 90% of that judgment is based on color alone. (Singh, 2006)

Whether you’re launching a startup or rebranding an established business, the colors you choose are doing a lot of the talking. Color influences how trustworthy, innovative, or premium your brand appears, before they read a single word.

At GreaterThan, we help clients strategically choose colors that speak their brand’s truth. No random hues here, just intentional design with measurable impact.

2. The Psychology of Color

Color psychology isn’t guesswork—it’s baked into some of the most recognizable brands in the world. And when you look closely, you’ll see industries stick to palettes for a reason. Here’s a quick cheat sheet:

• Blue: Used by financial institutions, communications, and healthcare providers (Chase, Allstate, and Zoom).
• Red: Common in fast food, entertainment, and retail (Target, Netflix, Coca-Cola).
• Green: Seen in wellness, finance, and outdoor lifestyle brands (Shopify, Starbucks, John Deere).
• Yellow: Used by logistics, travel, and retail (Shell, MailChimp, Best Buy).
• Black: Dominant in luxury, fashion, and automotive (Chanel, Nike, Sephora).
• Purple: Found in beauty, creativity, and wellness (Tatcha, Yahoo!, Twitch).
• Orange: Popular with tech startups, food & beverage, and DIY brands (Dunkin’, Etsy, Amazon).
• White: Leads the way in tech, fashion, and lifestyle. (Apple, Wikipedia, White Claw)

These choices aren’t random—they’re rooted in perception, emotion, and audience psychology. We help you choose a palette that positions you exactly where you want to be in the market.

3. Brand Recall Is Tied to Color Consistency

What do Coca-Cola, Tiffany & Co., and UPS have in common? Iconic color usage.

Color boosts brand recognition by up to 80%, but only if it’s used consistently. When a customer sees your brand’s signature color across packaging, ads, and social media, their brain does something important: it files your brand under “memorable.”

We craft brand systems that hold up across every platform—from digital to physical—so your audience sees you, knows you, and remembers you.

4. Color Impacts Performance—Yes, Even Conversion Rates

Color isn’t just emotional. It’s measurable.

That “Shop Now” button you’re using? Its color could be the reason someone clicks—or scrolls past. A famous A/B test showed that changing a button color from green to red increased conversions by 21%. (Hubspot, 2019)

We test how color influences behavior and tweak accordingly, so you’re not just guessing what looks good—you’re using design that performs.

5. Cultural Context Matters More Than You Think

Color isn’t universal—it’s cultural. A color that screams luxury in one country might signal mourning in another. Even within the U.S., color preferences can vary by region, age, and even industry.

We help brands navigate these nuances. Whether you’re expanding globally or targeting a specific demographic, we tailor color choices to make sense for your market—while still aligning with your mission.

6. Your Palette Tells a Bigger Story

At the end of the day, color is part of your brand’s narrative.

A thoughtfully chosen palette reinforces your message, builds trust, and differentiates you in a crowded market. When color is used strategically, it becomes a nonverbal language your audience instantly understands.

Think of your palette as the tone of voice your visuals speak in. Does it support your positioning—or confuse your audience?

We help you answer those questions and build a palette that says exactly what you mean.

Our Design Approach

We don’t do cookie-cutter branding. We choose colors with intention.

Our team blends creativity with behavioral insight, giving you a brand identity that resonates emotionally and performs practically. We take the guesswork out of color and turn it into a smart business decision.

Let’s work together to build a color strategy that fuels recognition, builds trust, and actually drives results. We are all about bringing clarity, emotion , and performance to your brand.

Ready to rethink your palette?

Contact GreaterThan and let’s create something unforgettable.