If you're trying to build a new business or rebranding an existing one, then continue reading this guide. You might ask me why one needs a guide and can't just use a random color that appeals to him/her? Well, you need to intentionally choose colors as a part of your branding process because colors impact consumer perception and hence could contribute to the action users take with regards to the brand. The action could be anything from engaging with your brand online to purchasing your product.
But remember, choosing the right color to convey your brand's essence will not be the sole reason for your brand's success (or failure). The process of choosing the color palette is just a tool to push the average consumer to associate positive emotions with your brand.
Learn below what each color signifies and use it accordingly for your brand!
Cool Colors (calmness and security)
1. Green: This color can be used for more than one situation. It is associated with a relaxing and calming feeling, and symbolizes health and wealth (the latter in the Western world). The color is also commonly connected with the environment and the outdoors.
2. Purple: The first few emotions/words that come to mind when we think of purple have to be royalty, luxury and wealth. Again in terms of the shades, dark purple gives off a sensual vibe, as opposed to light purple that is considered more romantic.
3. Blue: About a third of the top global companies use blue for their logos. Like green, it embodies a feeling of relaxation, but more so of calmness. It also conveys trust and security, hence many large financial institutions like Citibank and Barclays use it. Choosing the right shade of blue is also important because dark blue stands for professional but also seems cold and distant, versus light blue that is considered friendly (for instance: Twitter's logo).
Warm Colors (cause stimulation/energy)
1. Red - After blue, red is the most commonly used color. It conveys rather contrasting emotions, like love but also anger or danger. When using red in your promotional materials/logo, make sure that is used conservatively because it can get overwhelming if used otherwise.
2. Orange - Less intimidating than red, Orange is more welcoming and friendly. The other emotions attached to it are playfulness and youthfulness. Use orange for a call-to-action (CTA) like buy and/or subscribe.
3. Yellow -Choose the right shade to ensure that the message you're trying to send across is the one that reaches the audience. If you're aiming to build an energetic and cheerful brand personality, then go for light yellow. Dark yellow is usually associated with physical illness and betrayal, so stay clear of this shade. Similar to red, yellow should be used sparingly because it can annoy certain consumers.
Continue reading in the next post: what is the role of color theory in branding - part 2.
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