The Psychological Power of Colour
Colours affect emotions and shape perceptions. This makes it fundamentally important to think carefully about colour in your branding journey.
Brand colours help businesses to create a strong and recognisable identity by using them consistently. They also help spark the desired emotional responses needed to inspire action and have the potential to increase sales and loyalty.
How to use colour to your advantage
Humans perceive and interpret colours. Colour psychology allows us to study how they affect our emotional, behavioural and psychological responses. Each colour has a unique property that evokes emotions and coveys specific messages.
Have you ever noticed how nature makes you feel SO GOOD? It’s because you’re surrounded by shades of green which are calming to the soul. Love being near the coast like me? It’s because it leaves you feeling with PEACE and TRANQUILITY. Love reaching out for that red tie? It’s because it makes people feel EXCITED around you whilst sending out a STRONG and CONFIDENT image.
Painting Your Brand
The colours you choose for your brand can subconsciously influence the feelings and emotions of your target audience, shaping their perception of your brand and their willingness to engage with it. This can make a lasting impression on your target audience.
Colours are used for your business in your logo, on websites, on products and on all marketing and promotional materials. When these colours are used strategically, it will help reinforce brand image and help to create a coherent and visually stimulating experience for your customers.
Common colour meanings
Understanding the common colour meanings can help you use colours effectively for creating your brand.
Colours are usually divided into “Warm” and “Cool”. Warm colours are usually red, orange, and yellow often convey EXCITEMENT and ENERGY, whereas cool colours are usually green, blue, and white which mean CALMNESS and TRANQUILITY.
When it comes to branding, you must be careful and think about any cultural meanings associated with these colours. Any negative association can affect the perception of your brand and in turn, lose sales.
These are some of the most common meanings but they may be expressed in different ways;
Brown – earthy, rustic, rugged, old-fashioned.
Red – Exciting, strong, attention-grabbing, fierce, passionate, energetic.
Yellow – Happy, fun, optimistic, youthful, knowledgeable, confident.
Light blue – Tranquil, sincere, trustworthy, transparent.
Dark blue – Secure, formal, professional, wise, dependable.
Orange – Playful, exuberant, warm, friendly, lively.
Green – Nurturing, natural, calm, lucky, refreshing, healing.
Pink – Feminine, romantic, innocent, youthful, kind, playful.
Purple – Luxurious, mystical, creative, affluent, dignified.
Black – Edgy, contemporary, refined, sophisticated.
White – Simple, innocent, pure, peaceful, clean.
Grey – Neutral, classic, mature, serious.
Understanding colour psychology allows you to understand why specific industries use them as well. For example, red means EXCITEMENT and makes it a good choice for the entertainment and sports industries. Blue, however, helps to convey a meaning of trust and therefore used most commonly in healthcare, finance and tech. There are always exceptions and brands which are disruptive don’t always follow conventional colour psychology rules.
Other Influences that affect brand perception
Colour psychology only works as a framework and other factors should always be taken into account when Branding. These factors may be culture, era, hue and tone, colour combinations, preferences and personal experiences.
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