Why Colour Is So Important In Your Branding

Colour Psychology In Branding

Colour is a hugely important aspect of your branding, and your decision on which colour scheme to go for shouldn’t be taken lightly. Colour has an immense amount of power in influencing how people think and feel about your brand, and you have an immense about of power to influence how people think and feel about your brand by using the right colours!

The first think your brain processes is colour. Before your perfect logo design and before your beautifully crafted copy your brain will process the colours of your branding. The brain uses colours to process key information. For example when it comes to food – a fruit or vegetable that is brown and rotten will evoke a completely different reaction to one that is bright a fresh.

Different colours influence different reactions and it’s important you think carefully about this when choosing a colour scheme with your graphic designer. As with any branding choice, it’s important that you understand your customer, and what you want your brand to mean to them.

The response evoked by certain colours can vary between groups of people. You want the colour scheme you choose to prompt a positive response from your target customer, and it’s vital that you understand the meaning behind different colours in order to do this. When choosing a colour scheme you need to take into consideration what colour means to different people, cultures and age ranges. As well as this it is wise to avoid choosing a colour scheme based on your personal preferences as the feeling you get from a certain colour might be linked to a personal memory, and may not reflect the general feeling that most people get whilst looking at the same colour.


Colour Psychology

Colours can effect thoughts and emotions, most colours evoke similar feelings in the majority of people. You should keep this in mind when choosing a colour palette:

Red

A warm and intense colour, red often evokes feelings of passion, love, energy. Bold tones can definitely be attention grabbing, but used in the wrong way can evoke feelings of anger or fear. Your graphic designer should be able to advise you on how to use red to it’s best potential in your project.

Yellow

Yellow is a bright and youthful colour, often influencing feelings of happiness, warmth and memories of summer. This is best used for brands targeting a young and energetic audience. Again, there is such a thing as the wrong type of yellow so be careful when using this colour in your graphic design! It can be difficult to read, or appear almost dirty when the wrong tones are used.

Orange

Orange is the perfect mix between red and yellow in the feelings that it evokes. It takes the cheer and energy from yellow and combines it with the bold, attention grabbing nature of red to create a colour that is confident and exciting!

Purple

Purple is a vibrant colour often regarded as luxurious and glamourous. These strong connotations mean it will either work perfectly for your brand, or be completely the wrong choice! For example, purple would not work well for a brand focusing on natural resources and eco-friendly living – purple is not a colour often seen in a natural setting and would be out of sync with such a brand. However, when used in the right way the colour conveys feelings of luxury and wealth which may work perfectly for certain brands. Similarly to yellow and red it’s important the right tone of purple is used in branding, if it’s not right it can sometimes appear unprofessional and childish.

Blue

Blue is a hugely popular colour when it comes to branding design, and this is because it is a universally loved colour. Blue represents the calmness of the ocean and sky to people of all genders and all cultures which is why it is a popular choice for global brands. It also has connotations of trust and security.

Green

Green is a great choice for a brand wanting to associate itself with nature and health. It has universal connotations of nature, the earth and the environment. However it’s again important to get the right tone with this one. The wide variety of shades of Green mean the colour evokes lots of different emotions depending on the exact shade. For example certain tones can make people think of money and affluence rather than nature.


Once you truly understand who you are as a brand, your story and who you are targeting the colours that are right for you should become clear. The colour scheme should support subconsciously what you are trying to say consciously. If you are unsure where to start read this post about how to understand your brand and perfect your branding.


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