Anyone who has worked in the business world, knows that appearance is everything. From the shape, size and color, every bit of a brand’s design is carefully thought out in order to reach a target audience. According to an interesting article by Business Insider. the colors chosen in brand design as important for recognition as the brand name.
While everyone’s perception of color is subjective, some colors have universal psychological meaning. This psychology of color, or symbolism, examines how warm colors (reds, oranges, yellows) cause warm and comforting emotions as well as enthusiastic and energetic feelings. Conversely, cool colors (blues, purples, greens) can evoke both a feeling of calm but also sadness or indifference.
We are programmed to respond to the colors and shapes surrounding us in certain ways. For example, the combination of red and an octagon cause us to think “stop.” Colors and shapes are an incredibly powerful form of nonverbal communication. Using appropriate colors in branding and marketing will aid in reinforcing whatever message your company is hoping to convey to your target audience.
Closely take into account color combinations when creating your brand. Common feelings associated with colors are:
Red: passion, energy, love, stop
Orange: energy, creativity, invigoration
Yellow: joy, caution, youth, clarity
Green: money, growth, success
Blue: calm, tranquility, knowledge
Purple: royalty, imagination, wisdom
Black: death, evil, negativity
Gray: uncertainty, neutrality, lack of commitment
White: purity, weddings, perfection
Taking advantage of color psychology as it relates to the personality of your company’s brand and the emotional associations desired of your target audience, may mean making daring choices. However, by enticing your audience with the most strategic color combinations and choices for your brand will leave the desired impression with your audience.