In my last post, I listed out the perceptions around warm and cool colors. Below, you can learn about the other popular colors.
1. PINK
The common emotions associated with this color are cute/sensitive/romantic/sweet/ feminine. Since pink as a color can have a stereotypical connotation, be careful when using this color as it works only for specifically targeted audiences.
2. BROWN
Not the most common color, but is often used on tech websites. It emotes an outdoorsy/earthy/old-fashioned/rustic/practical and well established vibe.
3. BLACK
Along with grey, it is the third most used color by the top global companies.
It amps up the feeling of sophistication when compared to purple emotes. Black exudes the feeling of elegance, power and confidence. It works well as text and background, both. But it only has negative connotations - mourning and intimidating or unapproachable.
4. WHITE
Usually used by healthcare and cleaning services providers, white is associated with all things clean/fresh/modern and have some sense of innocence. It also helps other colors pop if you pair and use it correctly.
5. GREY
A neutral color like grey is not too overbearing like black and not too dull like white, and hence can be used as a substitute for the previously 2 mentioned colors. Since there isn't one emotion that is really associated with grey, if it is used incorrectly, it gives off na overly professional/serious/mature feeling.
After picking the color palette for your brand, you must stick to it completely, i.e. use it consistently on your website, in-store (including employee uniforms), products, logos, marketing materials and the like. Also, it is important to pick a color that is different from your competitors so you are recognizable and rememberable.
While the above list rounds up the average perception and emotion linked to each color, brand managers must not forget that the cultural context, past experiences and upbringing of consumers, and the shade/tint/tone of the color also matter. For instance, some consumers might find yellow irritating, instead of cheerful, and while green symbolizes money in the US, the same implication may not work in Asia.
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