In general, the top retailers—all of whom are based in the US—want to be all American with red, white and blue. We see this plainly in the Kroger and Costco marks. Walmart also prominently features blue, however they also add a dash of economical yellow, which fits with their low-cost reputation. Contests launched on 99designs are based all over the world, which could explain the discrepancy we see. These businesses are also much more likely to be based online, as opposed to having physical storefronts. With an actual shop, a bright, exciting red might be more useful to draw in buyers.
Home Depot has gone in a different direction than the other top brands, choosing an emblematic orange to represent themselves, and they’ve clearly been quite successful. Again, though it’s a different color, orange is friendly and exciting, and pulls shoppers into a store (or in their case, a warehouse).
The colors you select for your retail logo have a huge effect on how consumers view your brand. How might your small business emulate the success of trendsetting industry leaders without the multi-million dollar marketing budget?
Once you know what you want your brand personality to be, it’s easy to translate those traits into colors.