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The colors you choose for your branding can have a huge impact on your ability to attract customers and prospects. That’s because color has a profound psychological impact on all of us, even if we don’t consciously realize it.

The colors you choose for your website, logo, and other branding are often the first things people notice about your brand. Here are some guidelines for what various colors mean, and how they tend to be used in the insurance industry.

Red: Red is the color of fun, excitement, energy, and passion. It can also prompt feelings of hunger.

Orange: Orange is playful, cheerful, and bold. It can also project confidence.

Yellow: Yellow can inspire feelings of optimism, lightheartedness, and creativity.

Purple: Purple can communicate innovation, sophistication, and luxury.

Brown: Brown signals durability, reliability, and a connection to the earth. This can be a great brand color for a small-town insurance agency with a strong connection to community.

Green: Green can stand for health and a feeling of calm. Dark green can project prestige and wealth.

Blue: Blue signals security, loyalty, stability, and competence. That’s probably why it’s one of the more popular choices for brand color across a range of industries. It’s not a groundbreaking choice, but it’s a safe one.

Commercial insurance companies often use combinations of blue and green, especially darker greens, to communicate wealth as well as stability.

Black: Black is a timeless, classy color that tends to connote luxury and power. High-value insurance agencies tend to favor black.

White: White also represents high value, as well as professionalism. It tends to be used in corporate insurance branding—especially with blue and green as secondary colors, projecting stability and wealth; or with black, presenting prestige and power.

The colors you should use in your branding depend on the type of image you’re looking to project, as well as the audience you have. Combining colors can give you a wealth of flexibility in crafting your message and brand identity.

For instance, if you’re looking to project professionalism and high value, whites with accents of blue and green can be a great choice. If you’re interested in projecting prestige, blacks and whites can be a great look. And if you’re trying to inspire feelings of warmth and trust, you can’t go wrong with browns along with accents of yellow, orange or red.

An insurance marketing agency can help you navigate the options and settle on a color palette that expresses your brand perfectly.