Picking the right colours to match your brand identity goes a little deeper than simply picking your favourite colours and running with it. Colours evoke emotional responses in your audience. You want to make sure that the image you are creating will reflect your brand and engage with your ideal clientele.
Colours are eye-catching
It might surprise you to know that colour stands out in our minds more than a brand name. That’s because colours are linked to memory and recognition. They are easier for the eye to pick up than reading a name and are likewise easier to recall. You want to build colour recognition for yourself that stands out and stays in people’s minds.
While working out which colours are the best choice to represent your brand, it’s worthwhile looking into colour theory and colour psychology. There are studies on the effects that different colours have on the psyche and the emotions that they provoke. For example, the colour red can be used to signal danger, but is also linked to passion, energy and excitement. Blues are often used for professionalism, cleanliness, and elicit calm. Greens are generally associated with health, nature, and money.
Colours influence customer perception
The colours that you choose will shape the customer’s perception of your brand, your service, and what you represent. The shade is just as important as the colour itself; fire-engine red produces a different response to crimson. Deep blue will generate a different reaction to sky blue. By using colour theory, and selecting your brand colour based on the psychological responses they produce, you are already engaging with your customers before you’ve started to sell them anything.
If your company is providing a product or service that is all about generating excitement and energy, then bright colours will suit you best. If you want to produce a more calming effect, say for a massage salon or day-spa, you would be better served by cooler colours, or pastels.
Using colours that generate an emotional response that’s incongruent with your brand will confuse the customer, which could cost you sales. That may sound a little dramatic, but a recent study on the topic discovered that colour influences 60% to 90% of the initial judgments that people form about a brand or product.
The colours you use can set you up for success or failure before you’ve even started selling.
Picking colours for your brand
Now that you understand how vital it is to take colour theory into consideration, it’s time to pick your brand’s colours. Some things to ask yourself are: what is it that you’re selling, and what emotions do you want to produce in the consumer?
You can use more than one colour for your branding, but make sure that the overall theme is consistent. When it comes to logos, less is more. The simpler and bolder the design, the more memorable it is. Stick to three colours or less.
We will dive deeper into this on the next article of this series