Did you know that color is a determinant of human behavior? Whether you realize it or not, color is a powerful force in your life. It impacts how you feel and affects how and what you respond to. In business, that translates to color affecting buying decisions.
People make purchasing decisions within seconds of seeing marketing materials, brand assets, product offers. And color plays a big impact on potential customers’ visual perception and decisions.
Here’s what you must know about color psychology and how it affects your branding
1. Potential customers and clients make buying decisions within seconds of seeing your visual assets. And the first perceived asset is color (logo/website/asset dominant them colors).
2. Color communicates values, ideals, visions.
3. Color can be used to influence mood, behavior, and reactions.
4. Color is deeply rooted in our consciousness. So when we see certain colors, they immediately impact our thoughts and feelings.
Now that we’re clear on the importance of color, today we’ll look at six colors and what they signify in terms of branding.
We’ll highlight each of the dominant tones from the color spectrum. As you read through, think about which colors best represent your products, services, programs.
Because color can have positive and negative implications, we’ve highlighted both below. The negative implications do not mean the color is to be avoided. It’s just good to be aware, especially so as not to overdo it with color.
The color psychology of red in branding
Red symbolizes passion, love, romance, creativity, and intimacy. It’s arguably the most stirring of colors, sure to elicit a reaction.
Positive emotional aspects associated with red include:
Negative emotional aspects associated with red:
Because the color red can elicit such strong emotions, it’s wise to be prudent with your use of red in branding. Have a clear idea of why/how you’re using it. Make sure it aligns with your audience and resonates with your mission and vision.
The color psychology of green in branding
Green can have different connotations, depending on the shade. Here are a few positives and negatives.
Positive implications of green:
Negative implications of green:
The color psychology of orange in branding
Orange is a bright, fun color, typically used to convey warmth and friendliness.
Positive implications of orange:
Negative implications of orange:
The color psychology of blue in branding
Like red, blue has almost instantly recognizable connotations. Everything from mood implications to music to widely known interior décor selection.
Positive implications of blue:
Negative implications of blue:
The color psychology of yellow in branding
Although the most visible color on the spectrum, it’s rarely used, especially as a dominant branding color. It’s a bright, fun color. But, like all colors, yellow has a few negative implications and is best used sparingly.
Positive implications of yellow:
Negative implications of yellow:
The color psychology of purple in branding
Purple, especially deep tones, has been associated with luxury and royalty for years.
Positive implications of purple:
Negative implications of purple:
Color is a powerful communication tool. Everything you do as a business is a form of communication. You’re either connecting with your audience or repelling them. Choose your color scheme and color assets wisely. It’s an effective way to have influence on your audiences’ buying decisions, even without them realizing it. This isn’t manipulative, it’s simply a way to connect with your ideal buyer in a deeper, more immediate way.
In the end, It can make the difference between increasing sales and engagement and turning potential and current customers away. It’s that important. Take the time to choose your colors wisely.