What do your brand colors say about you?
More than you might think.
While choosing colors in your brand identity may seem like a matter of simply taste and personal preferences, colors have natural and psychological associations. These associations, conscious or sub-conscious, evoke emotions, feelings and experiences that affect consumer perception and behavior. For example, purple, a popular brand identity color in the 90's, has shown to create majestic, sophisticated and mysterious psychological impressions.
However, psychological reaction isn't the only factor that affections perception based on color, there are cultural and social connotations as well. So while purple has the aforementioned associations, we also culturally associate purple with spirituality. For these reasons, color can have different meanings based on geographic location, religion or social groups. Red, white and blue means something different for U.S. citizens than it does to people from other countries or, red and yellow may mean something different to me, as a Kansas City Chiefs fan (not positive associations, currently) than it does to fans of other teams across the country.
So, what colors may be good choices for law firms? Blue, for one, is usually a safe choice for any legal field because it tends to evoke feelings of authority, confidence and success. But blue can be an especially good choice for estate planning law firms because along with those feelings, it is associated with trustworthiness, serenity and calmness.
Another good choice for law firms is brown which is reflective of richness, seriousness and stability. A color to perhaps avoid is black, because while it exudes feelings of authority and formality, it also symbolizes menace, evil and power.
Another color that could produce a negative impression for an estate planning attorney is bright red, as it can symbolize danger, indebtedness or aggression. However, different brands have different mission statements and objectives, so do your research and see if your brand colors reflect your desired brand image!