How to Use Color Psychology for Brand Building
Within the realm of marketing, colour has always played an important role. For decades designers have known that colours can affect how customers perceive products and services, which inevitably affects where they choose to buy.
From clothing to room décor, colour is often used as a way to attract attention to particular items or themes. However, one cannot simply paint their walls red and expect customers to flock to their shop. There is a science behind the use of colour, and its applications within design must be strategically planned out.
Colour Psychology is Real
The influence that colours have on human psychology has been extensively researched over the past century, and it turns out that most people respond in similar ways. A lot of these responses occur in the subconscious, which is one reason why they are so powerful.
Colours can influence moods and feelings, which in turn have effects on personal preferences.
For example, red is known to create a sense of urgency in buyers, which makes it perfect for impulse items in grocery stores or restaurants with limited time offers. If you want to sell people something that they don’t necessarily need, you would want to use colours that produce feelings of trust and relaxation.
This is why colour psychology should be taken seriously by every creative agency when building brands. Of course, different cultures view different colours in vastly different ways, but there are definitely some commonalities around gender and age groups.
It’s also good to note that the way people view colours can change over time, with younger demographics demonstrating a wider range of responses. This is due in part to marketers taking advantage of certain colours for their products and messaging.
Since the use of colour is so vitally important in marketing, each business will want to choose something that works best for them. The great thing about colour psychology is that there are no absolute right or wrong decisions. However, there certainly are guidelines that should be followed in order to get the desired results.
But where do you start?
Here are a few tips for finding the perfect colour palette for your brand:
Start with your logo.
If you don’t have a logo, use this as an opportunity to design one. Your logo will be the basis of all your colour choices, so it’s important to get this right before you move forward.
Match your logo colours with your website’s background and text colours.
You should also pay attention to backgrounds, dividers, and anything else that might appear on other pages of your website.
Take note of how colours make you feel.
If you’re launching a new brand, try to avoid colours that might evoke negative feelings like fear or sadness. On the other hand, certain bright and happy colours can give people more positive associations with your brand.
When possible, try to use colours that will stand out against your competitors. If you’re launching a new brand, it’s important to be unique and distinguishable from the start!
Don’t just focus on one colour.
While this might seem like common sense, brands tend to stick with one shade for their whole identity. If you have a creative agency and are aiming to attract a very specific demographic, you might consider using colours primarily associated with that group. For example, if you’re targeting young males, you can use bright and bold reds and oranges.
Keep the science of colour in mind.
Red has been shown to be more effective when used in logos for brands that are looking to create excitement, while blue has been shown to raise levels of trust. Green has an earthy feel and can be used to convey stability or growth, while yellow is also associated with happiness.
A caveat: humans are complex creatures, so keep in mind that these associations are not perfectly universal. The meaning of colour can vary across cultures, and it’s important to be aware of this when you’re trying to use colours that will attract the most people to your brand.
So, start with step one: your logo! Start by looking at colours commonly associated with brands similar to yours, without being too obvious about it. Then, try to find colours associated with your brand but that aren’t the same ones used by your competitors. If you’re trying to target a young crowd, it’s important to use bright, vibrant colours to match their personalities.
Remember, people might attach themselves to certain colours without even realizing it, so play around with your colour palette to find the perfect match for your company. If you can do that, you’re sure to stick in people’s minds when they think about your brand or products!