Different colors profoundly impact us — the same depths that govern our intuitive emotions, shopping habits, and problem-solving abilities. So neglecting colors in brand marketing is a waste of opportunity.
When we see the color red, we are subconsciously reminded of stop signs and the urgency associated with them.
To many, blue represents the clear, expansive sky and the comfort of pleasant weather.
Black conjures up images of total darkness, as well as the danger and fascination of the unknown.
This post aims to educate you a little about color psychology in branding and how you can use it to boost sales, whether you’re new to color branding or want to keep up with the new trends.
Colors Theory
Let’s begin with the color theory basics. Colors inspire various sentiments, emotions, and moods in whoever sees them, possibly as a result of continuous association, perhaps as part of our human development.
Color psychology may have a long-term impact on an individual’s perception, even if it’s subtle and virtually unnoticeable, as it is with branding.
Colors and Their Meanings
Only the meanings of the primary colors are listed for simplicity’s sake. Although degraded, combination colors tend to preserve features of their parent colors. The following are the most prevalent feelings that colors elicit:
- Red is a fiery color that is forceful, eager, and passionate.
- Orange is a vibrant, fun, and “cost-effective” color.
- Yellow denotes friendliness, joy, and attentiveness.
- Growing, affluent, and natural are all words that come to mind when you think of the color green.
- Blue is a reliable, friendly, and peaceful color.
- Purple is a regal, sensuous, and opulent color.
- Black is elegant, edgy, and mysterious.
- White denotes purity, innocence, and good health.
- Gray is a somber, dismal, and classic color.
- Pink is a young, feminine, and romantic color.
- Brown is a rustic, sturdy, and masculine color.
The psychological implications of a color alter depending on where it falls on the rainbow, or in other words, where it falls on the hue scale.
Blue and green alone do not have the same qualities as a bluish-green. Furthermore, it differs from greenish-blue in a subtle way.
Then there are tints shades (a color’s hues mixed with black) and (a color’s hues combined with white), which produce darker and brighter tones of the same color.
The color meaning may be shifted by shade, hue, and tint, making your brand’s selections infinitely adjustable.
But Why Are Colors Important in Branding?
One of the reasons why people often underestimate the importance of color psychology is because they overlook how often they can use it.
Color has a wide variety of uses in branding and marketing, affecting almost every element of business:
- Product packaging
- Promotional products
- Website
- Logo
- In-store decor
- Ads
It’s critical to maintain consistency throughout channels, regardless of the colors you use. That is to say, if you have a store and a website, you should use the same color scheme for both.
Also use color consistently across all packaging elements, making sure to prominently use brand colors for special touches as in custom tissue paper.
Conclusion
When it comes to using color psychology in business, consistency is extremely important: every time a consumer sees the same colors associated with your brand, the connections are strengthened.
