Why every brand needs a burgundy

When it comes to buying anything, a painting, a service, a story, there is a thin line between seller opportunism and buyer remorse. That thin line is called trust. And trust, I have learned, begins long before the first word is read. It begins with color.

Burgundy is the color of things that have been considered. It is red that has grown up, stopped shouting, and started meaning what it says. In my studio it sits opposite gold the way a sentence sits opposite its reader: one offers, the other receives. Every brand I write for, I look for its burgundy first, the color that carries its weight, its patience, its seriousness of intent.

This is not mysticism; it is craft. Palette is the first paragraph your audience reads. Write it carelessly and no headline will save you. Write it well, and people will trust you before they know why.