Tiffany robin’s-egg blue, Barbie pink, and Cadbury violet have become so iconic that they’ve been registered as trademarks. Through these colors, the brands set themselves apart from competitors, attract customers, and send a clear message to their audience.
How do colors affect the way your company is perceived? What emotions and moods do different hues represent? How to choose the right color palette that will speak for your brand? Let’s find out together!
Look around. What colors do you see? Whether it’s a red cup, blue book or green tree, each of these shades evokes certain feelings and emotions. That’s what color psychology is all about! It studies the subjective meaning that people attach to colors.
According to color psychologists, the way we perceive colors is affected by three factors.
Numerous studies show that colors manage customers’ emotions, shape their opinion of the company, and influence their buying decisions.
Let’s take several popular colors and explore how major businesses leverage their meanings to build a compelling brand identity. We’re by no means giving you a guide set in stone. After all, there’s no one-fits-all formula that suits all businesses. Your choice and use of colors must be determined by your company’s personality, target audience, and other factors known to you only.
Purity, fragility, tenderness, nobility
In branding, white stands at the core of minimalist aesthetics. To make white visible and expressive, you need to mix it with other hues.
Exclusiveness, power, luxury, value, elegance
Black is another versatile color adored by designers. Depending on the context, black can convey a bunch of meanings. Look for yourself!
Solemnity, reliability, serenity, reserve
Devoid of vivid emotions, the color gray is not everyone’s choice. Over the last decade, metallic gray has been a common choice among tech companies and car manufacturers.
Energy, love, passion, aggression, provocativeness, danger
The color red is, hands down, a strong branding tool that never fails to catch the customer’s attention. Think about the “Stop” road sign or discount ads! It’s not surprising that brands are actively using this striking shade to make a statement.
Happiness, joy, optimism, motivation, creativity
Associated with sunshine, yellow has strong positive connotations like no other color. Brands are using this cheerful hue to draw customers’ attention and create a friendly emotional environment.
Optimism, vitality, joy, friendliness
Another shade that is good at catching customers’ eye is orange. However, looking less aggressive than red, orange acts in a more subtle way. Companies are using orange as a main as well as accentuating color.
Stability, support, practicality, eco-friendliness
When it comes to corporate identity, the color brown is hardly the favorite choice among businesses. There’s a substantial risk that this shade may look generic and faceless. Brown performs best when combined with other hues.
Nature, growth, revival, prosperity, health
The color green has a whole lot of connotations. Lighter shades of green give off a nature-friendly, healthy vibe. To translate the idea of money and financial well-being, go for deeper shades of green. On top of that, green has a calming and relaxing effect.
Power, luxury, prestige, spirituality, mysticism
The color purple owes its meaning to a curious historic fact. In medieval times, purple dye was very expensive and only rich people could afford to wear purple clothing. This is how purple grew to be associated with power and wealth. Luckily, nowadays, the use of this magnificent shade is not limited to luxury brands.
Femininity, romanticism, sensitivity, fragility
When it comes to company branding, pink is a tricky color. If used incorrectly, it may create a naive, immature image and drive away potential customers. If you’re considering this shade, you need to be sure your audience will respond well to your choice.
Serenity, intellect, depth, strength, responsibility, reliability
Its versatility makes blue the most popular color that companies choose for their logos.
Creativity, originality, playfulness
Mixing several colors is a great way to distinguish your business and spark up customers’ interest. Depending on what shades you choose to bring together, you can send different messages to your target audience.
While we can’t possibly give you custom recommendations tailored to your particular brand, we’ve outlined several universal tips that will work for any company looking to put together a nice color palette.
There’s more to a company’s color scheme than meets the eye. It shapes customers’ opinion of your brand and affects their buying decisions. Creating a clever color palette is both science and art. To choose the right shades that will give a voice to your business, you need to know, among other things, what your brand stands for and what people make up your target audience.
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