Should You Consider Gender Preferences in Your Brand’s Color Palette?

Sep 17

Let’s get one thing straight — your brand isn’t for everyone.
And when it comes to choosing colors that convert, gender can still play a role in how people feel when they see your brand.

But does that mean you should go “blue for boys, pink for girls”?
Absolutely not.

Let’s break it down.

1. Preferences Aren’t Stereotypes — But They Do Exist

Across decades of research, we’ve seen consistent patterns:

Men tend to prefer bold, saturated colors (blue, green, black).
Women tend to prefer softer tints (purple, teal, pastels).
Both genders tend to dislike brown, orange, and grey.

Now, are there exceptions? Of course.
But if your brand is built for women 35–55 in Windsor or Detroit, ignoring those patterns might mean missing emotional resonance. Color isn’t everything — but it is one of the first signals your brand sends.

2. Don’t Assume, Define

Instead of guessing what your audience will like, define who they are:

Are they young moms juggling chaos?
Are they construction company owners with no time for fluff?
Are they aspiring creators who want to feel seen and elevated?

Use tools like Pinterest boards, surveys, or even brand strategy interviews to uncover what your audience gravitates toward — and why.

3. It’s About Energy, Not Gender

Here’s what we tell clients in Toronto and Hamilton all the time:
We’re not designing for gender. We’re designing for the energy and emotional response your brand needs to create.

Need trust? Go for cool tones like blues and greens.
Want excitement? Lean into warm tones like reds and oranges.
Looking for a premium, elevated vibe? Neutrals and metallics still win.

When you know the feeling you want your audience to have, the color choices become clear — and gender becomes just one of many useful data points.

Final Take

If your brand is hyper-targeted (like a skincare line for men or a coaching business for moms), gender-based preferences can help inform design decisions.
But in most cases, it's less about appealing to men or women — and more about speaking your ideal customer’s emotional language.

At Buttered Branding, we build brands that resonate — not just brands that look good.
Color psychology is baked into every palette we create, so your brand speaks volumes before you ever say a word.

Want a brand that gets your customer? Let’s chat. Book your discovery call.