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  • Writer's pictureMikaila Menezes

Dive Into the Psychology of Colours and How They Impact Brand Perception

Updated: Sep 27, 2023

When you think of your favourite brands, what comes to mind? Is it their logo, their products, or perhaps a specific colour that instantly pops into your head? Colours play a significant role in brand perception.



In fact, did you know that colours can impact up to 90% of a person's first impression? That's right! Before you even say a word, the colours you choose for your brand, website, or logo can significantly impact how others evaluate you.

So, the next time you choose a colour scheme, remember that it's not just about aesthetics - it's about giving a solid first impression! Understanding the psychology behind using colours can be a powerful tool in shaping how your brand is perceived.

Let's dive deep into the fascinating world of colours and their impact on branding. This will help you make informed decisions when designing your brand and crafting your brand strategy.

 

The Power of Branding


Creating a brand involves more than just coming up with a logo and tagline. It embraces everything that makes your company unique. It creates a deeper, more meaningful relationship between your brand and your customers than a straightforward sale can provide. The power of effective branding lies in its ability to instil in consumers the following:

  • An unshakable sense of trust

  • Everlasting loyalty

  • Instant recognition

Colour is one of the most essential elements in branding. Colour helps to create a memorable brand identity by appealing to consumers' emotions.


 

The Basics of Color Psychology


Let's start with the basics of the psychology of colours before we talk about how they affect business. Colour psychology looks at how different colours affect the following:

  • People's thoughts

  • How they feel

  • Ultimately, how they act

Colour psychology has been studied and used in many different fields, from advertising and marketing to interior design and fashion.



Red: The Colour of Passion and Energy

Red is a powerful and attention-grabbing colour. It's associated with emotions such as love, excitement, and passion. Brands like Coca-Cola and Red Bull have harnessed the energy of red to create a sense of urgency and excitement around their products.


Blue: Trust and Dependability

Blue brings out a sense of trust, reliability, and calm. Many financial institutions, such as American Express and Chase, use blue in their branding to instil confidence in their customers.


Green: Nature and Health

Green is more often than not associated with nature, health, and growth. Brands like Whole Foods and Animal Planet use green to appeal to environmentally conscious consumers.


Yellow: Optimism and Cheerfulness

Yellow portrays the colour of sunshine and optimism. It evokes feelings of happiness and cheerfulness. Brands like McDonald's and IKEA incorporate yellow into their branding to create a welcoming and friendly atmosphere.


Purple: Luxury and Sophistication

Purple is often linked to luxury, royalty, and sophistication. Companies like Cadbury and Hallmark use purple to convey a sense of elegance and quality.


Orange: Creativity and Enthusiasm

The colour orange is vibrant and energetic and represents creativity and enthusiasm. Brands like Fanta and Nickelodeon use orange to appeal to a younger, more playful audience.


Black: Elegance and Luxury

Black is a colour of elegance, power, and sophistication. Luxury brands like Chanel and Rolex use black to convey exclusivity and high-end quality.


White: Purity and Simplicity

White represents purity, simplicity, and cleanliness. Brands like Apple and Nike use white to emphasize the simplicity and sleekness of their products.


 

The Role of Colour in Branding


Now that we've explored the psychology behind different colours let's discuss how they come into play in branding.


Establishing Brand Identity

Your brand's colours are the most essential part of its visual character, and they have a significant impact on how people see you for the first time. They are the first lines on the canvas of perception, the colour that draws the eye and the brushstroke that stays in the mind.

When you use these colours in your marketing materials, like your logo, website, or packaging, they create a harmonious blend of consistency that creates an effect on your audience. The way the colours work together in this harmony gives it a brand name that is hard to forget and stays in the thoughts of all who hear it.

Bringing Out Emotions and Associations

Targeting Your Audience

Creating Brand Recognition

Standing Out in the Market

Adapting to Cultural Differences


 

Case Studies: Brands and Their Color Strategies


Let's take a closer look at some well-known brands and how they've used the power of colour to their advantage in their branding strategies.



Coca-Cola: The Power of Red


Coca-Cola's iconic red logo is a masterclass in the use of colour psychology. Red is a colour associated with energy and excitement. This makes it the perfect choice for a beverage that aims to refresh and invigorate.


The use of red also creates a sense of urgency, encouraging consumers to make spontaneous purchases.


Facebook: The Reliability of Blue


We all know the Facebook logo. It's the world's largest social media platform, and it relies on the trustworthiness of the colour blue. The calming and dependable nature of blue helps users feel secure when sharing personal information and connecting with others. Blue conveys a sense of professionalism and stability, which aligns with Facebook's mission of connecting the world.



Starbucks: Earthy Green


Starbucks, the global coffee giant, has adopted and used a green colour scheme that aligns with its commitment to sustainability and environmental responsibility. The green colour not only reflects the company's dedication to nature but also creates a welcoming and soothing atmosphere in its coffee shops.


Ferrari: The Luxury of Red


When you think of Ferrari, you automatically think of the colour red. This immediately makes you think of luxury and performance.

Red signifies passion, speed, and exclusivity—qualities that perfectly match the brand's image. Ferrari's use of red reinforces the idea that owning one of their cars is an aspirational and thrilling experience.


Google: Playful Primary Colors


Google's playful use of primary colours—red, blue, yellow, and green—in its logo and branding reflects its mission to make information accessible and enjoyable for everyone. These vibrant colours bring out a sense of fun and innovation, aligning with Google's user-friendly approach to technology.


 

Choosing Your Brand Colors

Now that you've seen how successful brands use colours to convey their messages, it's time to think about your own brand. Here are some steps to help you choose the right colours for your business:


Define Your Brand's Personality

Research and look for the personality traits you want your brand to have and portray. Is it playful, serious, sophisticated, or innovative? The personality of your brand should match the tastes and standards of the people you want to reach.

Understand Your Audience

Research Your Competition

Consider Color Combinations

Test Your Choices

Ensure Versatility


 

Shades of Successful Branding!


Colours are a potent tool in the world of branding. They have the ability to bring out emotions, convey messages, and create lasting impressions. Learning about the psychology of colors and how they affect how people think of a brand, you can make smart choices when designing your brand and planning your brand strategy.

Remember that successful branding is about more than just choosing the right colours; It's about making a brand experience that works for your target group as a whole.

So, whether you're launching a new brand or looking to revamp your existing one, contact us today and let us help you! We will harness the power of colours to shape the perception of your brand and leave a memorable mark on your customers' hearts and minds.

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