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August 1, 2020

Color Psychology: White


Some consumers think of white as a clean, modern, safe color. However, it may be too cold and sterile for your brand, depending on your business.

In this post, you’ll learn about personalities we often associate with the color white. You can also see when white is 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

White often symbolizes cleanliness, purity, and safety in Western culture. (For example, American brides typically wear white to represent innocence before starting their marriage.) The color can also represent neutrality or space. In fact, white creates “breathing room” between two or more elements. In recent years, we’ve even seen tech, artistic, and fashion brands keeping their design clean and simple with white logos.

When to Use White

If you have a modern, exciting business such as a startup or tech company, this is a great color for your branding. Using white in your visuals can also spark creativity by acting as a clean slate. Art studio owners might like to think of white branding as a blank canvas! If you’re a store owner who wants to create contrast in aisles and shelves, white will serve you well, too.

When to Avoid White

If your brand has a big personality, using white as your main brand color may force you to restrain design. That’s not to say you should avoid white altogether; just use it sparingly. Keep in mind, too, that white can evoke cold, emptiness, or sterility. If you’re aiming for an energetic or upbeat brand, you may want to avoid white and try incorporating warmer colors instead.

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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