Colors impact customer’s perceptions and preferences. What colors you are using in your marketing collaterals will determine your positioning and brand image. Hence, we shall consider the psychology of brand colors as an important strategy to develop people’s perception for our brand.
It is said that customers make their decisions within 90 seconds of interacting with the website/marketing material. Of the time taken, almost 60-90% of the decision is made based on its colours. These colours can impact both positively and negatively. It could convert, or it could be yet another loss for your business.
It is essential as a business to understand the psychology of colours before you design branding materials. You will realise how your brand is perceived and how to nurture your audience better.
Introducing Psychology of Brand Colors
So, what is the psychology of colors? It is the study of colors and how they impact the moods and behaviors of the audience. The colors can lead the customers to perceive the brand in a particular way. Even if you have positioned it differently, the colors can impact the user’s thought processes. You need to understand how customers look at colors and make their decisions. This psychology will help you with your choice of brand colors.
Cultural and social factors play a pivotal role in determining the brand color choice. You may not be completely accurate with the conclusions made through the study of color psychology. However, what you learn can help you define your branding better.
How to Choose the Appropriate Brand Color?
While there are no straightforward tips to choose brand colors, you need to consider a few things that work for your brand.
A. The color should coincide with what you are selling. If your brand is selling hope, so should your color. If your brand is selling beauty products, so should the colors of the brand. It should be aligned with the purpose and the goal of your brand.
B. People perceive the brand’s image when they see the colors of the brand. The colors humanize the brand and give it a personality. If your brand is honest, filled with integrity, or reliability, the colors should showcase this side. If you look at coca-cola, you will notice that the brand thrives on being daring and spirited. That’s why the color red, which also defines strength and being bold, is used in all their branding. You can use two or more colors in your branding if you have different yet defining personalities to showcase.
C. It should appeal to the target audience. There are different ways in which colors are perceived in different parts of the world. While red is bold for some, it is dangerous in other cultures. When choosing brand colors, make sure you have considered the cultural aspect. It will help you make real and user-centric choices. It is alright to ignore gender stereotypes.
D. It is possible that you are using the same color as someone else. However, when the color is used appropriately and in sync with your branding goals, you can differentiate your brand. You need to use colors in a way that it stands out. Users may look for similar colors for the branding materials. However, if you appropriately use contrasting colors, the users may get attracted to it.
The Psychology of Brand Colors and Their Meaning
Different colors evoke different vibes and emotions. Here, we will talk about all the colors and how the users perceive them.
Red Color Theory:
This color is generally associated with danger, love, boldness, energy, and action. It attracts immediate attention. Being intense, brings out strong emotions and calls for immediate action. If you don’t want to go with red for branding colors, you can always use it in the CTA buttons. If you are a happy, cheerful, and energetic brand, then red suits you well.
Orange Color Theory:
If you are adventurous or enthusiastic, then orange suits your personality. While it does attract users, it is not as attention-grabbing as the color red. It is a soothing color and can help create an essential balance in the brand’s image.
Yellow Color Theory:
Users relate happiness, optimism, and positivity with yellow. It is the color of the sun and rings in the best mood. Luxury brands such as Ferrari have used yellow in their logo to depict the luxury, aspiration, and even the carefree nature of the brand. IKEA evokes enthusiasm.
Green Color Theory:
It is the color of nature and is one of the most soothing shades. It connects with health, fertility, and prosperity. Everything positive is associated with this color. Most of the brands that are associated with nature use green in their branding materials. If your brand resonates outdoors, then this color works best for you.
Blue Color Theory:
Blue is peaceful. It is the color of the vast expanse such as the sky and sea. It is also perceived as never-ending. In some cultures, blue is perceived as cold (in a negative way). Many top tech brands, such as Facebook and Twitter, have used blue in their logo to depict harmony and trust.
Conclusion for psychology of brand colors:
Colors help craft the brand’s image. It helps people build a perception that, in turn, allows users to make the right choices. However, the psychology of colors is a theme that you should deeply understand to improve your preferences before getting started with branding. What color evokes which emotion should be answered before you choose the palette for your designs. It will help attract and nurture the audience to boost visits and conversions.
If you want to improve your marketing strategies and enhance branding efforts, you should seek an experienced and expert strategist. Leo9 Studio understands psychology of brand colors and brings to the table a consultative sales approach and excellent product knowledge. Partnering with us can garner better branding results. Connect with our team today for excellent solutions!
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