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The psychology of colours in branding is a study to affect perceptions and behaviours of consumers regarding their impression of a brand, often resulting in an impactful persuasion in considering a brand or making a purchase.
The psychology of colours in branding gives a framework to clear out the Why and How questions in consumers' minds regarding a brand or their product. It is an effective tool when it comes to creating marketing assets, branding or rebranding an existing one.
Colour psychology for branding delivers an understanding of your brand's inner goal and guides the perception of your consumer behaviour. The effect of colours in driving emotions differs based on gender, culture, personal experiences, neurological variances, and many more. However, some general guidelines have been jotted down by several colour psychological studies regarding colours in branding psychology. A study called Impact of Color on Marketing claims that up to 90% of judgemental statements on a product or a brand are solely based on their colour.
In colour psychology in business branding, the colour red can draw emotions of romance or danger, blue signifies serenity and coldness, and yellow and purple attract hyper-specific emotions regarding accurate reading. Brown specifies a rugged appeal in creating warmth, thanksgiving, or even stirring your appetite.
Jennifer Aaker, a psychologist and Stanford professor, in her Dimensions of Brand personality proclaims five core dimensions of colour psychology in marketing and branding:
Referring to the information mentioned above, here are a few factors to keep in mind when it comes to colour psychology for branding:
Choose an authentic colour for your brand: Picking the right colour for your brand is the most important thing for branding psychology based on your industry and the authenticity of your products and services. Featuring an inappropriate colour is the easiest way to eliminate your potential customers.
A colour embodies your brand personality: Your brand personality is where your audience connects or interacts on a human level. Here colour psychology falls under the most obvious ways to reflect your brand. Here colour psychology in business branding delivers a consistent and cohesive image of your company.
Choose the colour that appeals to your audience: Have a very critical understanding of your target audience. Ask, discuss and conclude with your trusted agency this matter of what colour is going to resonate with your target audience the most. Focus on parameters including masculine vs. feminine, energetic vs. understated, passionate vs. practical, and more.
Set a colour differentiator for your brand: While it might be not so important to set a different colour theme from your competitors, it can lead your brand a long way in your brand to stand out in the crowded marketplace. Colour psychology in business branding promotes the consistency of competitive differentiation.
Companies like Netflix, Target, and Coca-Cola have used the colour red to serve their branding purpose. The colour psychology in marketing and branding says Red is known to reduce our analytical thinking and boosts our intensified reactions.
Dunkin, Nickelodeon, and The Home Depot have chosen orange under the psychology of colours in branding. Orange has been considered to provoke and stimulate feelings of excitement, enthusiasm and warmth; delivers an energetic aura.
The colour psychology for yellow draws MacDonald’s, National Geographic, and more. Though the colour seems to have a hint of fun, the colours in branding psychology indicate that too much of it tends to trigger anger, frustration, fear, and anxiety. The colour is beneficial to increase metabolism, to lift self-esteem.
Companies like Spotify, and Starbucks have their identity in green. According to the colour psychology in business branding, green has the easiest adjustments when it hits our retina. It is calming, restful, and pleasing; represents nature, and fertility, and often refers to healthcare.
Canva, Siemens, and Pampers use the colour turquoise for their logo. The colour delivers clarity of thought and communication. When used in the wrong context the turquoise can represent indecision and lack of grounded deliberation.
Blue colour psychology in marketing and branding is being used by BlueCross BlueShield, PayPal and others. As per the colour psychology, blue claims serenity, calm, clarity and communication.
The colour purple serves the balance of masculine and feminine traits. Based on the condition the colour will indicate warmth, coldness, or none of these. As per the colour psychology in marketing and branding, purple is also associated with time, space, and the cosmos. Brands like Roku, Taco Bell, and Yahoo fall under this category.
The not-so-red and not-really purple, magenta is the colour of emotional balance and psychological harmony. The colour psychology in business branding marks this colour as suitable for creative, nonconformist, and endeavours. Brands like LG, and Lyft is using magenta’s colour psychology theory.
m&m and Dreyers are representing themselves under the brown colour. The colour reflects the seriousness of black with a much warmer and softer tone. The colour psychology in marketing and branding shows brown as a sturdy and reliable colour. The colour brown serves sophistication and is used efficiently.
The psychology of colours in branding symbolises black as a powerful colour. The colour has the absorption of all colours and stands with profound psychological implications. Brands such as Adidas, Sony, and Apple have used the colour’s effortless and timeless stylish appeal.
The colour grey is often said to have no dominant psychological characteristics. But the colour psychology in business branding says that the colour grey serves a modern and sophisticated purpose. Brands like WordPress and others are using this colour psychology.
As we know that black is the absorption of all colours, and white here serves as the reflection. It is a symbol of purity and innocence. As per the colour psychology for branding, the white colour symbolises freshness, new, and untarnished beginnings. Uber, Chanel, and others are using this colour theme.
The colour psychology chart is here for you to understand the above guidelines more accurately:
Colour psychology in branding strongly influences your company and product image and is the most essential element of your visual identity. The right colour delivers a powerful and meaningful visual identity for your brand. Colour psychology in marketing and branding is all about selecting the best candidate on the colour wheel. Choose your colour wisely.
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