What is the psychology behind logo colour choices, and how can colour say different things about your brand, or appeal to different customers?
Unless you are one of the 4% of the population worldwide that is colour blind, you will know the importance of colour and the impact it has on the decisions we make day to day sometimes without even being aware of it.
In marketing, colour is a vital component in determining your brand personality. Once you decide what this is, you can start translating that into colour. To do so, you have to understand the basics of colour psychology.
Take your top brand personality traits and figure out what colours to think about, and which ones you may wish to avoid. Think about your target customers and what your business does. Then, ask yourself: do these suggestions make sense?
Researchers suspect that at least some of our colour associations are the result of evolution. In nature it helps to differentiate between danger and threat or nutrition and safety.
We associate certain colours with certain feelings and ideas: brides wear white and mourners wear black. But these associations can change from country to country. In South Africa, red is the colour of mourning, while in China, it is often associated with money or good fortune.
People can also like what they like for all sorts of reasons. They may be part of a certain subculture – football fans often like their team’s colour, and dislike that of their rivals, or they may have formed preferences over time.
Take your top brand personality traits and figure out what colours to think about, and which ones you may wish to avoid. Think about your target customers and what your business does. Then, ask yourself: do these suggestions make sense? Are there colours that aren’t on your list but should be because of cultural associations?
Here are some emotions represented by the ten most common colours as a starting point:
Black – Authority, Power, Mystery, Boldness, Sophistication
Red – Passion, Love, Anger, Hunger and Life
Yellow – Happiness, Warmth, Innovation and Caution
Blue – Professionalism, Trust, Authority, Power and Loyalty
Green – Natural, Healthy, Environmental and Caring
Orange – Vibrant, Playful, Happy, Energetic
Purple – Royalty, Luxury, Celebration, Education and Elegance
White – Purity, Peacefulness, Spirituality and Clean
Pink – Feminism, Innocence, Youth and Beauty
Brown – Reliable, Solid, Masculine and Earthly
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