Which color is the best for my brand?

The Lüscher color test is a psychological test invented by Dr. Max Lüscher in, Switzerland. He found that sensory perception of color is objective and universally shared by all.


Which color is the best for my brand?

He found that color preferences are however subjective. This allows color perception to be measured by using test colors. Lüscher believed that color selections are guided in an unconscious manner and reveal a person as they really are, not as they perceive themselves or would like to be perceived. He found that there are 8 colors that represent one’s personality.

Green stands for “Elasticity of Will” passive, persistence, self-esteem/assertion, pride, control

Blue represents “Depth of Feeling” passive, concentric, tranquility, calm, tenderness

Red is a signal for “Force of Will” competitive, action, desire, excitement, sexuality

Yellow stands for “Spontaneity” active, projective, aspiring, expectancy, exhilaration


Purple reflects "power, royalty, nobility, spirituality" elegance, sophistication, artificial, luxury, mystery, royalty, elegance, magic


Black can look like "Nothingness", renunciation, surrender or relinquishment (note: it also stands for luxury, minimalizm and focus


Grey can easily show "non-involvement and concealment"

Brown speaks to the senses - it indicates the body's condition, earth and substance


So what color are you? Does your brand truly reflect your personality or the brand values you have?


Picking the right colors for your branding is a little more complex than most think. Your brand should feature your ‘true colors’. Let me know if you want a thinking partner to evaluate your color palette.

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Gordana Anna Kennedy Marketing Consultancy, Germany

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