Various studies — such as the Global Color Survey and Joe Hallock’s research — indicate that almost all of us have a preferred color palette. What’s truly interesting are the reasons behind those choices.

Blue is one of the most appreciated colors worldwide. In many cultures, it is the dominant “favorite” color, likely due to its association with the sky and water. In the West, it tends to be linked to calmness and trust, and is widely used by institutions because it conveys sensibility and security, though it can also evoke sadness. It is considered a masculine color and is associated with conservatism. In artistic and religious contexts, blue symbolizes purity, though it varies widely across cultures. In East Asia it represents immortality, and in the Middle East and North Africa it is often seen as a protective color. In Christianity, it represents the Virgin Mary; in Judaism it is considered a sacred tone; in Islam it symbolizes divine protection; and in Hinduism, Krishna is depicted in blue, embodying divine love.

Red is often associated in the West with life, passion, and warning. Yet it is also tied both to romantic love and to anger and sexuality. Its meanings vary dramatically from culture to culture. In East Asia, red is linked to celebration: in China it symbolizes good fortune and happiness, and in India it represents purity and fertility. This is why brides in both cultures wear red. It is also connected to the New Year, fire, and power. In contrast, in South Africa red is the color of mourning, and in other regions it may symbolize revolution. From a religious perspective, in Christianity red evokes sacrifice and divine love, while in Hinduism it is auspicious and tied to the goddess Shakti, symbolizing strength.

Purple has historically been associated in the West with royalty and wealth, due to the high cost of producing the pigment, but it also carries other meanings: in Catholicism, it is the color of reflection and is associated with piety. In East Asia, it represented wealth and power, with an emphasis on material luxury. In Thailand it is associated with mourning, and in India purple — and lilac tones — have been linked both to funeral rituals and to meditation practices. This duality makes it a color of dignity, but also of somber solemnity depending on context.

Yellow is a luminous color associated with the sun and vital energy, but it carries strong cultural dualities. In the West, yellow is ambivalent: on one hand, happiness, optimism, and warmth; on the other, betrayal, weakness, and envy. In China it is a masculine color symbolizing honor and power, and was historically the imperial color, while in Japan it is associated with aristocracy and bravery. In Buddhism, yellow represents spirituality, and in the Middle East it often symbolizes joy.

The identity of VEO Branding Company is yellow—and not by accident. For us, it symbolizes creative thinking: it stimulates the mind, sparks innovation, and connects us with the energy of ideas. While many agencies choose black-and-white identities, at VEO we embrace color as a brand statement. Yellow not only sets us apart: it creates closeness, radiates positivity, and reinforces our bold, bright, and unconventional spirit.

Black carries contradictory symbolism, even within the same culture: it is often associated with death and the unknown, but also with elegance and power. In the West, it is the color of mourning, but also of authority and distinction: worn by judges, academics, and those attending formal galas. It has been a symbol of anarchism, and in religious contexts it evokes sin and guilt. Yet in contemporary fashion, black is synonymous with sophistication.

In China, black has been associated with health and prosperity (because mourning there is white!) and considered a masculine color, while in Japan it symbolizes “feminine energy” and also death. In India, black has traditionally been linked to negativity, but it is also used as a protective amulet, and in several African countries it may represent maturity. In the Abrahamic religions — Judaism, Christianity, Islam — it often symbolizes evil.

This ambiguity — mourning and darkness vs. power and elegance — makes black a complex color, rich in cultural nuance. At VEO, we choose it for its versatility. In branding, black is a key tool: it brings sobriety, visual balance, and timeless elegance. It works both as a neutral base and as a contrasting element with brighter tones. It organizes, frames, and enhances any visual identity.

White is one of the most fascinating colors in symbolic terms. In the West, it represents purity, peace, and cleanliness; it is the color of brides, sterile environments, and benevolent figures. Conversely, in East Asia it is associated with mourning, death, and the spiritual world. In China and Japan it is linked to funerals and ancestral spirits, evoking the coldness of death and the immaterial. In Korea, it represents both birth and the end of life. In India, widows wear white as a sign of mourning, though in Hinduism it also symbolizes spiritual peace. In some African cultures, it denotes status; among Bedouins, fertility and gratitude. White thus holds a paradox: in some contexts it celebrates life, in others it bids farewell to the dead — and in some, it does both. It may be the color that best demonstrates how culture shapes meaning.

Given these symbolic meanings, we might ask: why do we prefer certain colors over others? Is it something we are born with, or the result of culture and experience? This topic has been widely researched in psychology, neuroscience, and anthropology. Evidence suggests that color preferences arise from a complex interaction between biological predispositions and cultural learning.

Beyond the meanings that colors may evoke across cultures, disciplines like branding rely on color to attract attention and communicate a brand’s identity and category. It is essential for products and services to consider local color codes when defining their visual identity. Chromatic choices and packaging should be close enough to the category’s palette for potential customers to recognize them as an option at the top of the funnel — but different enough to stand out and maintain uniqueness at the point of sale (whether physical or digital).

Color plays a central role in branding: Ora Solomon from the Pantone Institute notes that color “is a silent ambassador of the brand that speaks without uttering a word and has the power to evoke emotions, convey meaning, and create a lasting impression.” It can increase brand recognition by 87% and influence consumer behavior by 85%.

If we look closely at Love Brands — those brands that have formed such a deep and lasting emotional bond with their customers that it goes beyond the functional value of their products, fostering passionate loyalty and advocacy — their rebrandings rarely involve a change in color. The ability of color to generate identification and memory is so powerful that it generally remains almost unchanged over time. Some colors are even trademarked as brand assets, safeguarding trust, loyalty, and pride in consumers’ lives, remaining emotional companions.

A recent study by Dr. Karen Heller hypothesized about changing the colors of nine Love Brands, assigning them the opposite hues on the color wheel. The goal was to assess the importance of color for brands and its potential effects on consumers. By evaluating iconic brands such as Ikea, Netflix, and Visa, the study concluded that color affects brand perception, influences consumer behavior, and helps build long-term relationships with audiences. The choice and use of color — both psychologically and culturally — is a strategic decision that reinforces a brand’s values and goals over time.

At VEO Branding Company, we add an additional dimension: competitive landscape analysis. For instance, if laundry detergents in Latin America predominantly use green and blue, a brand presenting itself in a range of bright oranges will certainly stand out, but will likely need — at first — to work harder to communicate its basic promise and category belonging.