Why Color Isn’t Just Pretty — It’s Powerful Branding
What does your brand color say about you? In The Power of Color, Ever Wonder takes us on a vibrant, eye-opening ride through the world of color psychology and branding strategy—and how the two are inseparably linked.
The session is led by Brian, principal of Ever Wonder with 20+ years in branding, and Sofia Sifuentes, a designer, artist, and color specialist who knows how to make brands feel as good as they look.
Sofia kicks things off with a quote that becomes the heartbeat of the entire talk:
Color does not add a pleasant quality to design—it reinforces it.
– Pierre Bonnard
That sets the tone for a rich conversation on how color drives memory, emotion, and ultimately, brand identity. It’s not about what you like—it’s about how your audience feels when they see it.
From there, they explore:
- The psychology of color (why lavender calms us or red makes us stop)
- Color associations by industry (why insurance is always blue and food chains love red)
- The strategy behind breaking the mold (like Liquid Death using gold and black to rebrand water)
- What not to do (hello, purple ketchup)
- And a practical formula for picking the right color for your brand
What really brings this to life are the visuals and real-world examples—from Whole Foods vs. HelloFresh greens to how Pepsi’s subtle hue shift backfired with loyalists.
Sofia and Brian also give a crash course in creating a palette that works in motion, across platforms, and among competitors. Spoiler: it’s not just about picking one pretty swatch.
They wrap with audience Q&A covering personal preference, international color trends, and favorite tools (like the color palette generator Coolors.co). Oh—and shoutout to Norma, fellow color enthusiast.
If you’ve ever struggled with choosing a brand color, or wondered why some logos just feel right, this session is for you.
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