Chase, Citibank, Barclay’s, America’s Bank etc. All of them make use of blue as one of their defining branding colors. Prudential and Merrill Lynch are just a couple of the financial companies that use blue. It’s obvious that the fact that all of these businesses involved in money have blue as part of their corporate identification is not a coincidence. What do they all understand that you do not?
The quick answer is that they are skilled at fusing business with color theory. Just like when building a house or furniture, you need to know how to use all the tools available to you while developing a brand, and that’s exactly what we’re going to talk about today.
Some points are listed below about importance of colors in the business:
(Photo from istock)
Why brand color is important
When you hear the term “love,” what comes to mind? It probably evokes a bigger emotional response than when you hear a phrase like “bike rack,” whether that reaction is positive or negative.
Whether we like it or not, our decisions are driven by our strong emotions. You want to develop a strong emotional bond with your customers as a brand. The issue is that your company’s complete life story cannot be captured in a logo or storefront, yet branding colors offer a direct route to your target market’s hearts.
Much more than “pink is a nice color” may be learned about color theory. Psychologists believe it has to do with how humans have evolved; over time, people have acquired associations with various colors and objects.
The Use of Branding Colors
Neuroscientist Antonio Damasio contends that consumer perceptions of a brand are more powerful than actual perceptions. Your brand colors have the power to influence your sales or performance even more than the things you offer, especially since we know that specific colors can trigger particular feelings.
Repeating the same hue also helps to increase brand recognition. Ever notice a Twitter bird that wasn’t sky blue or a Coke can that wasn’t red? (Undoubtedly, the marketing industry took a lesson from Heinz’s disastrous excursion into purple ketchup.) Colors can associate with a brand after enough exposure, so you should use your brand colors frequently to promote this relationship.
Here are the most typical places you’ll use your branded color for organization’s sake:
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ads, a logo, a storefront, interior design, and staff uniforms
Utilizing the same colors throughout all of your business endeavours helps to increase brand awareness by strengthening the association of those colors with your brand.
All of this means, at least for branding, that you must carefully select your branding colors because they will directly affect your brand identity. Even though pink may be your personal favourite, it might not be the best for your professional objectives. But first you must choose your ideal brand personality before even considering the colors you want to represent you.
Finding your brand’s identity
For Target, who wants their brand attitude to be vibrant, young, and loud, red has worked well. However, a brand like Casper mattresses, which cultivates a brand identity that is tranquil and relaxed, denoting a good night’s sleep, wouldn’t work with red.
If you are aware of the message you want to convey, selecting your branding colors is simple. Finding your brand personality is one of the first steps in brand development. In essence, you want to consider your business as a person: who are they? What matters to them?
How do you decide which colors would work best once you’ve determined what your brand personality goals are? Learning the emotional connotations of each color is the first step.
What do the various branding colors represent?
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We’ve covered the abstracts for branding colors in sufficient detail; now, let’s examine the concrete information about color meanings (or at least some guidelines). Here is a list of brand color meanings and the psychological impact that various branding colors can have on viewers:
- Red – The color red represents fervour, excitement, and rage. It may denote significance and demand attention.
- Orange – The color orange is associated with levity, liveliness, and friendliness. It inspires energy and is energizing.
- Yellow – Yellow can look attention-grabbing or inexpensive, but it also conjures up feelings of joy, youth, and optimism.
- Green — Green symbolizes growth, stability, prosperity, and a closeness to nature.
- Light Blue – The color blue in its lightest hue evokes serenity, faith, and openness. It may also represent purity.
- Dark Blue – Dark blue represents formality, professionalism, and safety. It is wise and reliable.
- Purple — Purple has been used to denote opulence, inventiveness, and kingship.
- Pink – Pink is a symbol of femininity, innocence, and youth. It spans from contemporary to opulent.
- Brown – Brown gives off a rough, earthy, vintage vibe.
- White – White conjures up images of purity, virtue, health, or simplicity. It might be anything from cheap to expensive.
- Gray is the color of neutrality. It might have a quiet, vintage, sombre, secretive, or elderly appearance.
- Black — The color black inspires feelings of strength, sophistication, edginess, luxury, and modernity.
Creating a brand’s color palette using a formula
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There is obviously no one correct approach to choose your branding color scheme. It’s challenging and dangerous to set rigid guidelines when working with abstract concepts like brand identity. Nevertheless, the procedure can be intimidating and perplexing, so some direction is useful. Here, we’ll outline our method for creating a color scheme that you may use more as a general guide than as detailed instructions.
Plan to select three hues.
A neutral, an accent, and your basis. Depending on the kind, brand color schemes can contain anywhere from one to four colors (see below), although even monochromatic schemes need some variety in tones for various applications.
Decide on a base
Which of your brand’s personality attributes do you think is most crucial? Your brand’s most defining characteristic should be reflected in your base color, and it should also be appealing to the group of people you are seeking to reach. Based on how well they complement this one, you’ll select the other colors.
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