04/14/2025
The Colors You Choose for Your Brand Speak Louder Than Words, Are Yours Saying the Right Thing? 🤔
Imagine walking into a store where every color around you feels just right... Bold, exciting, and inviting you to explore. That’s the magic of color psychology in branding. ✨
When Second Chance Surplus Co. in Regina approached us at Jess², they had a clear mission: to offer brand-name surplus items at unbeatable prices. But their visual identity? It didn’t fully capture the vibrant, eclectic nature of their inventory.
Our challenge was to transform their brand’s perception through strategic color choices. 💪
Why Color Matters in Branding
Studies show that up to 90% of a consumer’s first impression of a brand is based on color alone 📊 (ResearchGate). The right palette can instantly communicate personality, build trust, and influence decisions.
For Second Chance Surplus Co., we crafted a color story that spoke directly to their audience
🎨 Hot, rosy pink – Bold, unconventional, and impossible to ignore. It signals excitement and grabs attention.
🎨 Eccentric sky blue – Playful, inviting, and modern. Blue builds trust and reassures customers.
🎨 Creamy beige – A warm neutral that balances out the brighter tones, making the brand feel approachable.
🎨 Deep navy (accent color) – Represents confidence, reliability, and professionalism—key for trust.
🎨 Pumpkin orange (accent color) – A high-energy pop of color that adds urgency and excitement, perfect for retail.
The Result? A Brand That Feels as Exciting as Finding a Killer Deal.
Customers began to associate Second Chance’s color scheme with the shopping experience itself. Foot traffic increased, the brand became more recognizable, and their visuals now match the energy of their business.
At Jess², we know that color psychology is more than just aesthetics, it’s strategy.
💡 Is your brand saying the right thing?
