Have you ever missed a fire truck passing by? Your answer must likely be a NO! Probably because it is less likely to miss a red color vehicle passing by. Colors don’t only add to the aesthetic value of a thing or a place but play a huge subliminal role as well.
Understand the Science behind Colors
Marketers wisely use colors to convey a message without actually saying anything. While selecting brand colors, it is important to decide the kind of message you want to convey through that color. Colors go beyond the stereotypical pink is a pretty statement that we hear very often.
Colors can elicit a strong emotional response so brands should work with the single-minded intention to create a strong emotional connection with customers. Their logo should be able to tell the story they want to share without uttering a single word. Let’s see what different colors mean:
- Red has a negative connotation with danger and excitement but it also represents love and energy.
- Pink emboldens a feminine, sentimental, and romantic response from people.
- Yellow is the color of positivity and optimism.
- Orange, is exactly like its namesake. It exhibits a fresh and vital aura.
- Green is the color of nature. It also represents sustainability.
- Blue, like water, has a calming impression. It also emits trustworthiness and reliability.
Importance of colors in Brands
When building a brand, it is crucial to understand how to use all the tools that are at your disposal. Knowledge is key but knowing how and when to use it is what sets great brands apart from mediocre brands.
Brands should focus on the kind of emotional response that they want to stir in people while seeing their logo. One of the extremely famous color theorists Faber Birren, wrote extensively on the link between colors and our emotional state, particularly in his book color psychology and color therapy. Just like people respond differently to different words, the same way they respond differently to different colors.
Identify Your Brands Psychology
Don’t be vague in describing the psychology of your brand. Be clear in defining your brand goals, the target audience, and the personality traits that you want your brand to possess. Always pick colors that can easily distinguish your brand from your competitors. Pick colors that sets your brand apart from your competitors
Design Your Brand’s Color Palette
Most brands have more than one color as their brand color. Work on the base colors for your brand logo first. Then decide on the type of the color shade that you want. You can & should also play around the color tone and color saturation to create a more meaningful impact.
Lastly, remember that your brand colors should always represent the true philosophy of your brand.