The Importance Of Colour In Branding.
Colours are a vital part to a brands identity. Over time they become so iconic that you can even get by without the logo. What company do you think the red can in this Pepsi Max advert represents? Link: https://tinyurl.com/y66n8npu
Your company's colours might just seem like a basic part of your branding but so much more goes into them.
Colours convey emotions and feelings and can emphasize your brands ethics or identity, and they're one of the first things the customers see. Colours have certain meanings all around the world too so its also a good idea to be brushed up with some colour knowledge.
Colour psychology is the study of how colours affect human behavior and how we perceive things. It's been around for quite a while, the Egyptians used to study colours effects on mood and then used their research in holistic medicine. since then science has narrowed it down to a fine art.
One study called "impact of colour in marketing" concluded that 90% of customers product judgments are based purely on colour. Another study showed that the human brain likes brands that are easily recognizable, and colour is a greatly effective way to make it.
So from research and studies, its obvious to see how significant the relationship between brand colours and customer reaction, therefore its essential that business owners, advertisers and designers are aware of this because choosing the right colour can lead to more business success.
Colours do have different meanings around the world culturally, red for example is a lucky colour in japan, whereas the aboriginals used it to symbolise the earth, because of the red soil. However, colours do create universal emotional reactions and have generally perceived meanings. Here's some guidelines:
Blue - blue is linked to positivity and trust, it creates a sense of security and responsibility (Hey there Facebook). It's also associated with creation and serenity, certain light or pale blues create a calm and relaxed atmosphere.
Red - It's energetic and powerful, its provocative and passionate. Using red in your branding gives energy and passion into your products.
Green - Green is linked to health and nature, being kind to the environment and for feeling calmer. If you're selling health related foods/drinks or if your products are all recyclable or made with low environmental impact, green might be for you!
Yellow - Yellow creates optimism and happiness. It's vibrancy is great for motivating and for captivating. Yellow stands out really well most of the time so even when used as a complimentary colour in part of your colour scheme it can make a huge difference.
Purple - Personally, when i think of purple I think of the queen. It's associated with royalty and exclusivity, it gives a feeling of sophistication and nostalgia. Perfect for jewelry or if you generally market towards women or customers with higher than average household incomes.
Pink - light pink creates romantic vibes, like subtle passion. darker shades are energetic and create excitement.
Orange - great for marketing towards children as its cheerful and friendly hue creates a sense of fun.
Brown - Promotes simplicity and stability. Great at feeling one with nature or working with natural resources. Creates a sense of being organic, reliable and honest.
Black - black gives off an air of seriousness. It works well with expensive products as it promotes feelings of sophistication, elegance and exclusivity.
White - white looks very plain but when used correctly it shows purity and cleanliness. It's very enticing to the human brain and promotes feelings of simplicity and success.
Every business owner can benefit from understanding colour meanings as it can help improve your business and your brand's perception with your audience. There's a few other factors you do need to be aware of though, things like appropriateness, your target market and your colour scheme consistency.
You need to know what message you want to deliver to your audience, do you want to promote feelings of being reliable, being kind to nature, being exciting, being elegant? How you want to be perceived should match the colour you want to use.
You need to know the demographics you want to attract as people are very diverse but generally people can be fit into different groups for different attributes. You can group your audience by things like age, location, household income, gender, shopping history, interest... all of these also come in to play while creating ad-sets for your Facebook and Google ads. These sets of your audience might also react differently to different colours.
Finally, you need to stay consistent when using colours. If it's used in the logo it should be reflected elsewhere in branding too, it'll help tie the business together. And once you've picked your perfect colour, stick with it. Changing branding colours regularly can have negative impacts on your audience and make you seem unreliable, think of every few years when Facebook changes the tone of Blue they use and everybody complains about it. It's not that it's a worse colour, people just don't like change.
We hope this has helped you get an understanding of why colour is important in your branding. If you're stuck and need help, we offer services that cover all of your branding, so you don't have to worry about it! Check out our services page for more, or get in touch with us through email or Facebook.