businesswoman smiling while on the phone, standing in front of a pink background
Color Psychology: Pink
August 1, 2020
man sitting in an all-white room with minimalist furniture and black decor
Color Psychology: White
August 1, 2020

August 1, 2020

Color Psychology: Black


If you want your brand to be serious, elegant, or strong, black is a great color. But there are times when you’ll want to limit or avoid the hue in your design.

In this post, you’ll learn about personalities we often associate with black. You can also determine when black effective in branding — and when it can go wrong. Finally, we’ve included links to brands that use the color in their logos and designs.

Personality & Emotions

We often use black in marketing to evoke sophistication, strength, and elegance. This is why you’ll hear phrases such as “black-tie affair” to describe a formal event. Black is also versatile, so you can pair this hue with just about any other color you want for your brand. But keep in mind that black can represent coldness, evil, and mourning — especially in American culture. You’ll see the color at funerals and other somber occasions for this reason.

When to Use Black

If you’re aiming for a sophisticated brand, black will help you express elegance to your target audience. The color also lends itself well to those with high-end products and services. Law firms, newspapers, and banks may also find success in branding with black, since you want to show customers that they can take you seriously.

When to Avoid Black

Stay away from black if you own any sort of health center. In Western culture, black can signify mourning or heaviness and scare clients. And if you’re trying to highlight how large your product is, black isn’t your best friend. (The color is often used to trim down the size an object appears.) In any case, you should brand with black wisely, as too much of the color can overwhelm visitors or prospects.

Strategic Brand Examples

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Treefrog Marketing is an agency in Lafayette, Indiana focused on small business. We specialize in strategic marketing and advertising, graphic design, web design, social media, SEO, and more. For more information, please visit our website. You can also connect with us on Twitter, Facebook, LinkedIn, and Instagram.

Leverage Kelly’s marketing experience, insights, and leadership to grow your business.

As the founder and chief marketing strategist at Treefrog Marketing, a co-host of the Priority Pursuit Podcast, a StoryBrand Certified Guide, and fractional chief marketing officer, Kelly Rice has spent more than two decades helping small businesses take their companies to the next level by providing trustworthy leadership and building effective marketing strategies and systems.

She has dedicated her career to helping small businesses succeed because she knows, firsthand, how hard they work to make their communities a better place. 

Still, many people undervalue the strength and ingenuity of small businesses, but not Kelly. She believes they deserve to have a marketing partner and strategy that works as hard as they do.

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