Deciding what colors to use for your brand can feel daunting, but what if there’s science behind it? Studies have shown that color plays a large role in influencing the perceptions, moods, and decisions of consumers. Why? Because color acts as a non-verbal cue to our brain to trigger various emotional responses. So, how do you choose the right colors for your brand? The key to this is understanding what color psychology is and how you can apply the theory when creating your brand’s identity.
The Power of Color in Marketing
Up to 90% of consumers’ first impressions of a brand are influenced by color. While color is important for making your brand stand out, it also communicates to your audience what your brand represents. For example, red is often associated with feelings of excitement or urgency, while blue conveys professionalism and trust.
Think of Coca-Cola, for example. You probably imagine its vibrant red logo or packaging first, rather than its specific beverages. Coca-Cola has done an excellent job in portraying excitement and passion through its color palette, making it one of the most highly recognized brands using the color red. In contrast, Ford’s long standing use of blue highlights the brand’s emphasis on reliability and trust.
Understanding Color Psychology: What Each Color Represents
Choosing the right colors can help you communicate your brand’s personality, increase brand awareness by 80%, and influence 85% of shoppers’ decisions. To better apply color psychology, it is important to understand what each color represents. Here’s a breakdown of common color associations:
Warm Colors:
● Red: Passion, excitement, urgency.
● Orange: Enthusiasm, energy, affordability.
● Yellow: Optimism, happiness, attention.
● Pink: Warmth, compassion, femininity.
Cool Colors:
● Blue: Trust, calmness, professionalism.
● Green: Growth, health, balance.
● Purple: Creativity, luxury, mystery.
Neutral Colors:
● Black: Sophistication, elegance, authority.
● White: Cleanliness, simplicity, purity.
● Gray: Stability, neutrality, wisdom.
Understanding how certain colors are perceived can ensure you create a palette that effectively communicates your brand’s identity and resonates with your audience.
Identifying Your Brand’s Personality
Before you can choose the right colors, you need to identify your brand’s personality. Consider these key questions:
● What emotions do you want your brand to evoke?
● What values does your brand represent?
● Who is your ideal customer? What are their values?
● How do you want consumers to feel when interacting with your brand?
● What industry are you operating in?
For example, if you are in the tech industry and want to portray your brand as professional and trustworthy, you may choose to use blue in your palette. In addition, you can also analyze the color choices of your competitors to identify what works in the industry and opportunities to stand out.
How to Create a Cohesive Brand Color Palette
It is important to ensure the colors you use are consistent throughout all marketing and branding efforts as it can help strengthen brand recognition and allow for consumers to instantly identify your brand.
A cohesive palette generally consists of primary and secondary colors that work well together across various touchpoints.
Primary vs. Secondary Colors
Your primary color is the main color that will dominate your brand’s visuals such as logos, website, and packaging. Secondary colors are used as accents to support and complement the primary color, often in background elements or small details. It is important to establish a hierarchy to maintain consistency and prevent overwhelming your audience.
Color Schemes
Using a color scheme can provide structure and balance to your palette, allowing for some variety in your designs while also ensuring standards for consistency. Some common color schemes include:
● Analogous: Colors next to each other on the color wheel.
● Complementary: Colors opposite each other on the color wheel.
● Monochromatic: Different shades or tones of the same primary color.
● Triadic: Three colors evenly spaced around the color wheel (e.g. red, yellow, blue)
There are also a variety of free tools, such as Coolors or Adobe Color, you can utilize to help inspire and generate a color palette for your brand.
Recognize Differing Cultural Contexts
Perceptions of color vary across different communities. It is important to understand how language and cultural factors may affect various associations with distinct colors. That’s why it is crucial to keep cultural contexts in mind when choosing what colors to use for your branding and marketing.
Run Tests with Your Audience
Although this may seem counterproductive, it is difficult to always predict how your audience may react to certain colors, shades, or schemes. Once you have selected your brand palette, consider testing it through A/B testing to see how your audience responds to the different colors you have chosen.
Put Color Psychology to Work in Your Brand Toolkit
Choosing the right color palette for your brand goes beyond just aesthetics – it’s a strategic decision to help align your brand’s identity with your audience’s emotions and behaviours. By understanding color psychology and building a cohesive and consistent palette, you can ensure your brand leaves a lasting impression on consumers.
As a local Calgary digital marketing agency, our team strives to apply everyday psychology to our marketing strategies, ensuring your small business is set up for success in the online world. We understand the struggle of crafting a brand identity that captures the true personality of your business, so let us help! Contact us today to discuss the branding services we can offer for your business.
