Colour increases brand recognition by up to 80%. That number should stop you cold. Because most businesses pick their brand colour based on what looks nice, what their designer suggested, or what their competitor isn't using.
None of those are bad reasons. But they're not enough.
Colour communicates before your brain has had time to process a single word. It triggers emotion, memory, association. Blue signals trust and calm. Red signals urgency, passion, energy. Green signals growth, health, permission. Yellow signals optimism and approachability — or cheapness, if you're not careful. Purple signals luxury and creativity.
But here's what most people miss: it's not just about the colour, it's about the shade and how you use it.
A deep navy and a bright cornflower blue are both "blue" — but they say completely different things. Tiffany blue is a specific hex code that means one very specific thing. Louboutin red is a specific shade that's legally protected. These brands didn't just pick a nice colour — they chose one strategically and then owned it completely.
And owning it means using it consistently, across every touchpoint, without exception, forever.
Our periwinkle at MiM is #8F99FB. It's a deliberate choice: the softness of blue (trust, calm) combined with the energy of violet (creativity, vision). It's not an accident. Every time you see it, that feeling is being reinforced.