Your brand colours are just one aspect of your visual identity. So, they’re not that important right?
Wrong! Colour is the first thing we notice about a brand and it’s what our subconscious reaction to a company is based on. So it’s important to make sure you get yours right.
But how can you do that?
Well, let’s start by decoding the cultural meaning behind various colours. Because, when you understand the psychology behind certain tones, you can start asking yourself the important questions.
Here’s three of them…
Do the colours I’m using explain the why of my business?
Organisations like Whole Foods, Tropicana and Friends of the Earth use green to symbolise health and nature. Their core colour instantly signifies their company’s values and those values are directly related to their product or purpose. Can you say the same of yours?
Are my brand’s colours inspiring the right response from my audience?
Do you want your audience to feel a sense of urgency, feel relaxed and free from worries or feel optimistic about taking action? The colours you use in your branding will make a big difference to the actions your audience is willing to take. And those actions should be directly related to your offering.
Do my colour choices suit my target audience?
If you want your brand to resonate with young crowds, it’s wise to avoid a lot of blue, which can be seen as more corporate. Instead, try working with the greys of futuristic companies like Apple, or the bright and bold tones of Google.
But the age of your audience isn’t the only consideration. You also need to think about luxury vs value, status quo vs rebellion and plenty more besides.
For example, do you want to project an air of luxury like the blacks of Channel and Rolls Royce? Or do you need to be fun and rebellious like the oranges of Harley Davidson?
When you know your target audience, you can use the colours that speak directly to them.
Those are just a few of the questions thrown up by colour psychology. Below we’ve included an infographic that summarises current research relating to the most popular colours used in branding.
Let us know what your brand colours mean and why you chose them in the comments below.
Author bio: “Jodie is a Conversion Copywriter, Content Strategist and Optimisation Specialist working with bold B2B SaaS and tech brands. Before founding This Copy Sticks, she spent a decade selling the toughest value proposition around and raised £2 million for charities before her 25th birthday. After 10 years in fundraising, Jodie decided to put her words to work helping tech-mad trailblazers grow their businesses.”