Color psychology explains how different colors, tones, and shades can influence individuals’ perception and behavior. When it comes to marketing and branding, the role that color psychology plays has been a subject of debate for several decades.
Marketing professionals have long studied the role that color psychology plays in the marketing field and how it affects consumers. The data directly reflects the link between color psychology and marketing, so what does this mean and how can it help guide a brand’s story and image? Take a look at everything you will want to know when dealing with colors when branding.
The Basics of Color Psychology in Marketing
Color psychology is not a brand-new topic. There is a sufficient amount of existing information available to the public when beginning the process of branding. It is good to have a solid understanding of the existing data and feedback surrounding color psychology. This visual aid breaks down the main emotions and connotations linked to the colors:
- Gray and white shades usually invoke feelings of calmness and are typically considered neutral.
- Studies have revealed that the color green is often associated with growth and health.
- Feelings of dependability and strength typically are coupled with blue.
- Brands that incorporate tones of purple usually conjure traces of creativity and wisdom.
- Brand’s that are looking to identify as youthful and bold will want to include the color red.
- Individuals who are looking to establish a brand that is more friendly and cheerful can turn to the color orange.
- Yellow is a popular choice when a business is looking to create an image that is optimistic or warm.
Being aware of these basics and fundamentals can make a huge difference when developing your brand’s identity.
How Can Color Psychology Be Used to Tell a Brand’s Story?
A company’s brand is a direct reflection of an identity and the service in which they provide. A logo is a phenomenal opportunity to capture the brand, identity, and story of a business or company. Knowing what emotions and feelings are connected to the colors can better help guide the design process of a logo, website, or general aesthetic of a business or company.
Using the “Color Emotion Guide” is a great way to see how existing and thriving companies have managed to incorporate set colors into their brand and image. Companies such as Cadbury, Barbie, and UPS have gone as far to trademark the colors they carefully selected to tell their story and represent their brand. This is a testimony to the power of color psychology.
Using Color to Reinforce Brand Identity
Color psychology is an excellent tool and strategy for understanding how an individual’s perception of a brand can be influenced. In addition, studies and data have shown that consumers’ behaviors are also affected by the choices of colors that a brand selects. Be sure to take advantage of the information and resources available to the public when it comes to developing your brand’s story and identity.