The survey is based on a comprehensive database of brands that are operating in the UK (they do not apply to be considered) and a shortlist of around 1500 brands is compiled for each. These are then judged on three criteria; Quality, Reliability and Distinction to create the final results.

Following on from our post on colour, we thought this survey could be used to give an interesting insight into the use of colour within the two sectors. It is widely thought that blues and greys are commonly associated with B2B brands and thought to be a safe, serious, corporate colour. While this is true to an extent (around half of the top B2B brands use blue as a dominant colour), there are many that are pushing the boundaries and challenging people's expectations with a variety of other colours. Red, although it has the potential to create associations of anger, negativity or danger, is also a popular colour with these successful brands.

The consumer market in particular shows that there is no set pattern or trend that the top brands are sticking to. The full spectrum is represented, with some companies using a varied palette of two, three and, in the case of Google and Microsoft, four or more colours! A slight surprise in this poll is there are more brands using black as their dominant or only colour in the Consumer than B2B market. This is despite the popular idea that your brand needs to be bright and bold to stand out in the busy consumer market.

This poll supports our belief that it is critical to select colours that reflect you brand values and tell your story. You should also be confident with your brand and what it stands for, don't worry or focus on what everyone else's colour is.

To view the full survey results and to find out more about how the panel selected them, visit