Branding on Amazon – Choosing Your Brand Colours

Picture of Author: Martyn N.

Author: Martyn N.

Hi! I’m Martyn, a full-time Amazon E-Commerce Manager with over 5 years of experience selling and managing a wide range of products for various small businesses on Amazon.


Choosing the right colours for your brand is just as important as designing a good logo or tagline.

While colours can easily be dismissed as being just for the sake of visual appeal, they are in fact extremely useful in communicating particular emotions that are in line with your desired brand image.

Let’s take a simple example – you’ve no doubt heard of “red light districts” before. Ever wondered why red is a prevalent colour when it comes to seduction and arousal?

Well it turns out that just seeing the colour red triggers a biological response that makes us perceive the coloured object or person differently. For instance, several studies have shown that pictures of men and women wearing red clothes, re lipstick or just had a red hue added to the picture were considered more attractive and appealing, which is thought to stem from the perceived increased blow flow to the skin surface indicating both intensity and arousal.

Similarly, green and blue have been shown to have a relaxing effect on most people, signifying nature, water, blue skies and such.

As sellers of a product with relatively few variables to play with, coffee beans retailers often rely on strong visual branding to position themselves for specific niche targeting.



So how can you leverage this for your Amazon business?


Let’s go back to your desired brand identity – what concepts do you want to prime your customers with?

Similarly, what emotions do you want your customers to feel when they interact with your brand and its products?

Do you want them to feel aroused, excited, happy, relaxed, trusting?

Courtesy of First Design Studios


For instance, for a brand that wants to brand itself as environmentally friendly, green would be a natural choice in terms of primary brand colours, while another brand that wants to position itself as luxurious could go with black and gold as primary colours.

Once you’ve established this, you can create a colour palette and look to apply those to your logo and your products.

Don’t choose too many colours – you want to have a maximum of three colours in your palette.

Just like trying to cover too many positions in your market, choosing too many colours will make your brand look like a messy bag of Skittles without any specific identity.

The meaning and emotions behind colours is however quite dependant on the region of the world.

For instance, while yellow is associated with happiness, sunshine and excitement in Western cultures, it is the colour of death and mourning in many Latin cultures, which is why doing a holistic analysis of your customer’s profile, including culture, is vital.


This is the last lesson of our minicourse on Branding for Amazon – I hope it will help you design or re-design your brands for maximum success.

On that note, let’s get selling!

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