Colors are an important part of our lives, they define different layers of our personalities, add a flare to our daily lives and enable us to see the beauty in this world.
While we love living in this colorful world, we often fail to truly understand the psychology behind use of colors in branding. Marketers and customer analysts have spent a good amount of time in understanding the impact of colors on people.
Designers and marketers consider the use of color to be the key factor while designing marketing collaterals for a brand. Although perception of colors can vary; these perceptions are based on a person’s gender, personality, age and other factors, which means that marketers must understand who their target group is in order to stimulate the desired brand perception.
Each color has the ability to trigger a certain emotion in people. A well thought out logo with correct use of colors, has the power to enhance brand recall and drive purchase decisions.
Let’s discuss the reasons behind use of specific colors:
Red has been known to trigger appetite and stimulation. That’s why, famous food and beverage brands such as Coca-Cola, Frito lay and KFC use red in their branding.
It creates a sense of trust and reliability so brands that wish to foster a relationship of trust with their customers, will more likely use Blue in their communication. Facebook, Citibank and Samsung are a few examples. Blue is linked with curbing appetite, hence, it is rarely used by fast food brands.
It is considered as the brightest of all colors that represents warmth, optimism and cheerfulness. It’s used by Lipton, Best buy and Ikea. Since Yellow is associated with happiness and warmth, it is known to grab the attention of window-shoppers.
Orange is known to ignite the feelings of confidence, enthusiasm and hunger. Common examples are Fanta, Sound Cloud and Firefox.
Green represents tranquility, growth and health. It is widely favored by banks, organic food brands and eco-friendly companies. Green is believed to stimulate productivity.
White, Black, and Grey are known to be core neutral colors but brown and beige have often been added to this category’s wider definition. You will see neutrals used more in high-end luxury brands because they give you an air of sophistication, elegance and timelessness.
1- Craft a brand message
2- Based on your brand message, list down the specific emotions that you’d like your customers to experience when thinking about your brand.
3- Create a color palate based on these emotion
4- Make it a part of your branding guidelines and use these colors in all branding related tasks.
With the right use of colors, you can control the kind of brand connection you want with your target audience.
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