Using effective colors in your brand can help trigger certain emotions for customers, leading them to make a purchase or learn more about your product. Understanding the key emotions each color conveys will help you develop a brand that is likely to stand out in the market and generate a positive response.
Brand color psychology is the study of how colors affect the way customers perceive a brand. By applying color strategies, you can attract your audience, enhance their perception of your brand and convey a certain emotion – such as happy or nostalgic.
Below are common brand colors and their meanings you can feature in your marketing materials:
Blue is the most common favorite color among the world’s population. Its environmental associations to sky, ocean, and water, make blue non-threatening, conservative and traditional. Brands are not taking any risks when they use a shade of blue. It is however, not appropriate for marketing food as it may suggest spoilage.
The color yellow is commonly used in images depicting fresh ideas, creative projects or new business initiatives. It represents sunshine, which can evoke optimism, positivity or happiness. It’s also the most noticeable color, with its visibility associated with cheerfulness, warmth and fun. Many brands use this color in the summer to promote a seasonal sale or product line. Some also use it to signify warning, but it generally creates a positive feeling.
Purple usually signifies royalty, which typically connects it to luxury, power or wisdom as it relates to brands. Most brands use it in moderation on their logos or as an accent color for graphics. Lighter shades evoke feminine or romantic feelings while darker shades can represent sadness and frustration. Since purple rarely exists in nature, it can be seen as unique or special. Some people may associate purple with the cosmos, space or time.
Many companies use this color as a symbol of balance and neutrality. It’s best to use gray to complement other colors since it can seem dull on its own, but also effectively balances other tones. Consider it for your headers or font colors as it can appeal to a broad audience. Many people also interpret this color as sophisticated, luxurious, powerful and modern, so it’s commonly used by technology and automotive companies.
Orange can represent success, creativity, enthusiasm and adventure. It’s considered a fun, energetic and joyful color. If you’d like to brighten up a graphic or portray a playful image, consider adding orange to it. You can also feature orange calls to action on your website as it sets an inviting and encouraging tone without being demanding or aggressive. Since you may see orange on leaves and pumpkins, many link it to the autumn season to promote fall sales or items.
Because black absorbs all other colors, it can be a symbol of power. Its absence of light also makes it seem ominous, mysterious or elegant. Sometimes using black alone can bring out feelings of sadness or anger, so consider combining it with more playful and vibrant colors to provide balance. While some brands use black text on bright colors to enhance a message’s background, it may be discouraged due to poor readability. Black text on a white background offers optimal value contrast.
Because many elements of nature are green, people tend to think of it when they see this color. Environmentally friendly companies often use green in their logos to represent improving the planet. This color also connects people to wealth and success and can represent fertility, generosity and health so many health products and fitness centers use it in their marketing materials. However, too much or the wrong shade of green can evoke feelings of stagnation and isolation.
Red is commonly used to evoke strong emotions, build excitement and encourage customers to take action. This color is recommended for businesses that are already successful or feel certain about their marketing strategies. Softer shades of red help brands appear less aggressive. Consider making your calls to action, product buttons or clearance tags red to bring out these powerful emotions.
The color white is the absence and reflection of all colors, making it the symbol of purity. Many healthcare companies use it to signify sterility and cleanliness to appeal to patients. Some technology brands also use white to represent a sleek and modern style. Since it’s the most minimal color, it heightens people’s perception of space and gives the eyes plenty of time to rest, which is why your marketing materials should regularly feature plenty of white space.
It’s important to choose a color that seems appropriate to your industry and feels authentic to your products or services. This is more important in some industries than others. For example, health care services, especially hospitals, may shy away from red since it’s often associated with pain.
If you would like to consult with us about your branding colors, give us a call at 321-698-1550.