– Why are colors important?
– How can colors help in branding?
– How to choose the right color for your brand’s identity?
– Color guide with different color meanings
– How colors build your identity?
Colors and Branding
01Why are colors important?
Colors go beyond being a visual aid. Colors evoke feelings, convey emotions and experiences. Colors have tremendous power to impact human behavior and influence perception. And this applies to selecting colors for your business also. Most of all, the colors you chose for your brand or business need to be used consistently to build association for your brand in your audiences’ minds establishing trust and familiarity.
02How can colors help in branding?
Choosing colors for your marketing, branding, esp logo can either make your brand stand out from the crowd, or blend into it. Strategic color usage can drive your audience to see what you intend them to see and drive them to perceive you the way you want to be perceived. Think of the most powerful brands without the company names.
For example, Nike, Apple, Pepsi, Twitter, Target, Spotify, Microsoft to name a few. What you’ll visualize for the above brands are solely the logo consisting only of colors and elements. That is the power of color in branding.
The right colors have the power to not only elevate your brand perception but also affect consumer’s moods, affect purchase decisions, and even make a sale. Yes. It’s true.
Fact: Studies show that a product’s color may affect 75% of consumer’s purchasing decisions.
03How to choose the right color for your brand’s identity?
Research suggests colors trigger different moods and emotions in people. Hence, colors are used by marketers to influence how consumers think, behave, and interpret information. And that’s why you, as a marketer, need to understand what different colors mean. Your choice of brand colors needs to stem from understanding your target audience, the niche or category of your service, and the emotions you want your brand to produce. Understanding the color psychology here is imperative to explore sending the right message to the target audience based on your product or service.
04Color guide with different color meanings
Colors can broadly be categorized into warm and cool. Warm colors resonate with energy and vibrancy. Cool colors represent assurance, security and trust. Let’s understand what differentiates each color and how you can choose colors for your business to build your brand.
Red – Red denotes passion, excitement and aggressiveness. A representative of the color of heart, blood and flow of life, red increases your heart rate and gets one excited. Red can be used to grab eyeballs. Choose red if your brand echoes energy, passion, attention or aggression.
Blue – A go-to color for a lot of brands, blue is popular when it comes to building trust, evoking feelings of security and calmness. Associated with ocean and sea, blue tends to soothe people’s nerves and put them at ease. Choose blue if your brand’s choice of primary emotion in consumers in trust, security, calmness or responsibility.
Green – A color that associates itself primarily with new life, health and vitality. The color of leaves, plants, and nature, green represents freshness, serenity and health. Go for green if your brand’s intentions are to incite emotions of health, peace or tranquility.
Yellow – Like red, yellow too is a popular choice for brands. A color that sparks positive emotions of happiness and hope. Color of the sun and sunshine, yellow stands for brightness, optimism and light. Pick yellow if you want your brand to exude joy, creativity, motivation or warmth.
Orange – Not red, not yellow but a blend of both, orange is representative of exuberance, creativity, energy and vibrancy. Orange can be a color of choice for brands that want to evoke a fun, friendly, playful and adventurous feeling.
Purple – An unpopular color, purple is synonymous with rare, royalty and exclusivity. It can also denote spirituality, mystery and elegance. A lot of high-end products and luxury brands may opt for this sophisticated color.
Brown – The color of earth and roots, brown represents groundedness, stability and strength. A classic choice for brands, a simple color that represents durability brown can also mean nature. Go for brown if your brand stands for earthy, subtle, sustainable businesses.
Black – The most popular color, black remains to be a classic option for branding. Black can be classic, sophisticated, or glamorous. A color that works as beautifully for luxury products as it does to denote power. Black can be a color of choice for brands that want to be seen as classic, powerful, sophisticated, or glamorous.
White – The color of pearls, white is representative of simplicity, purity and cleanliness. White spaces denote room for ideas, growth, clutter-free environment. White also conveys softness and nobility.
05How colors build your identity?
Thus as a marketer, decide on your brand colors (research and data-backed) and use these colors consistently across all your consumer touchpoints, moments of truth and brand interactions. Example, website, landing page, logo, product packaging, ad creatives, content etc. Colors become critical in developing your brand identity. Color choices along with aesthetics can make or break your brand identity basis your product or service. Misaligned color choices can create confusion in building your brand’s identity.
A good idea to build your brand’s identity would be to seek professional help from branding consultancies and agencies who have expertise in developing brand identities.
At Colorblast Films, one of Los Angeles’s animation and branding studios, we take pride in having developed stark branding identities that are strongly aligned with businesses’ core products and services. Check out some of our brand identity projects here:
You may check out our brand guidelines to understand why we chose Colorblast Films brand colors.
What colors have you chosen or intend to choose for your brand?
Would love to hear your thoughts.