Humans are visual creatures, they demand sights and views and the receptivity of these no doubt are regulated by colors. They dictate how we receive emotions and form perceptions. Colors play with the brain’s emotion sensors in a way that it may call for attention, swirling emotions, give relief or tap into nostalgia. These colors play a poignant role in dictating our day-to-day life choices as well. The same color psychology applies to brand as well. The choice of color branding impacts how a customer perceives the brand and is likely to pick up the product.
But how is it that you make your brand visible and hard to ignore?
Your brand logo tells your story and what concludes the story is the color. It might not cost you a lot to give a thought to the color selection alone, but a poorly framed brand can cost you a lot in the long run. Consumers in fact are quite critical of the color of the brand and the idea behind it. If it doesn’t sync, they become skeptical.
When we talk about colors we divide them into broad partings; warm colors and cold colors. The warm colors are yellow, orange and red, while the cool colors are blue, green and violet. The psyche behind them is how they make us feel. Warm colors tend to represent summer days, sunsets; fire and heat. While cool colors usually represent ice, nature, water and a clear sky.
At times combining the warm and the cool colors along with some other shades better highlights your to-focus point. In branding for example, if your product is all the warm colors, then the important information can be highlighted using cold colors.
Every color represents the brand’s theory and has its own fundamentals. Let us have a look what each color individually says:
The blue color stands out for its ease and without a doubt is people’s favorite and hence the most popular choice among the brands. According to the survey, out of the world’s topmost- famous 100 brands 33% use blue as their logo color. When a brand uses blue it basically screams trust, loyalty, dependency, and security. You will find this colorless popular among the food brands.
Right after blue, is red. Approximately 29% of people use red in their logo. Red by nature unleashes powerful emotions, both negative and positive. It displays power, passion, and energy that is why you would find it popular among the food, lingerie, and car brands. It also tends to underlines the point of urgency. Therefore, ambulances or for sale signals are always found in red.
It is the color of sunshine and probably the brightest color present in the palette. With the brightness, this color reflects on emotions of happiness, youth, and sunshine. It highlights creativity and intellect which also refer to strong, positive and logistical emotions in a person. At the same, it can come off evoking darker emotions such as cowardice, anxiety, fear or frustration. For the same reason, only 13% of people use it as their brand color.
If there is one color that is easy on the eye and relates to health at the same time, it is green. It is commonly found among pharmaceutical and organic food brands. By symbolizing life and it becomes very easy to relate to. Apart from the essence of life it brings a sense of growth and hope with it and therefore is often related to money, military, finance or banking. A person with green clothes without an effort would look friendly and authentic.
Once you establish your logo, the color acts as a shortcut to your visibility.
Apart from these, there, of course, are so many colors on the palette eliciting a different response from the humans. Apart from colors, there are multiple colors using techniques such as monochromatic, triadic, complementary and analogous to name a few. The only thing that should be kept in the mind while making your brand personality is the relation of visuals with your clients; you need to be very careful while representing your brand. Neither it should be too hard to look nor should it be too soft to ignore. It should be just.
Psychology of Color – Deposit Photos