Color – A Powerful Tool in Law Firm Branding

Color is one of the most powerful tools in your law firm branding.


Color is one of the most powerful tools for communication and evoking emotional response in your audience. Used as a tool in law firm branding, colors can influence moods, feelings, and attitudes towards products. Therefore, they play a key role in marketing.

Besides being powerful stimuli, they are also a valuable source of information. Each color has a meaning that takes a great part in what your potential clients subconsciously feel about your firm. Thus, colors can help reinforce a law firm’s branding, messaging, and overall perception. 

When handled right, they can help you tell your law firm’s story in an authentic way. However, when considering how colors will work best for your law business representation, keep in mind your overall brand. Also, don’t forget to check out the competitor’s marketing strategy.

”People decide whether or not they like a product in 90 seconds or less.
90% of that decision is based solely on color.”

So, color, like first impressions matters greatly. Hence, an important part of your branding must focus on color. The most popular colors used in the law firm branding are blackblueredgray and green.

Black Color

Almost 50% of large law firms use black color in their branding.
Black is associated with power, elegance and formality. It gives a feeling of strength and sophistication. Using black can make other colors stand out and it contrasts well with bright colors.

Blue Color

Blue is associated with stability and prestige. It symbolizes trust, loyalty, wisdom, confidence and intelligence. It also inspires feelings of calmness and security. For these reasons, over 45% of large law firms use blue in their branding.

Gray Color

The color gray color defines neutrality. It inspires feelings of formality and traditionalism, but also professionalism. Over 31% of large law firms incorporate gray or silver in their branding.

Red Color

Red stands for strength, power and determination. It also inspires feelings of importance and attracts attention. Bright red is associated with boldness, energy and passion. Dark red symbolizes power, endurance and leadership. Over 26% of large law firms use red in their branding.

Green Color

More than 15% of large law firms use green in their branding- the color of nature. It symbolizes growth, stability and freshness. While giving an impression of tradition, it is often associated with money. Bright green is associated with friendliness, youth and endurance. Dark green represents wealth, ambition and determination.


To conclude- as a powerful visual tool in law firm branding, colors can elevate your brand. By using the law of color marketing and color psychology tricks, you can improve your brand presentation. In other words, colors can tell a story of your brand when used correctly. For law firms, they set the tone and image of how your audience will perceive your firm. Thus, by being consistent with your brand colors, your law firm will be instantly recognized on the market. 

No color is absolutely perfect for one practice area or absolutely wrong for another. However, on some occasions, it is best to use colors that create unique impressions. That way you can draw attention to your firm making it stand out from the market. If you want to learn more about similar topics, we recommend reading 6 essential rules in law firm branding.

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