Why Should You Consider Colour Psychology In Your Branding?
Colour psychology in branding refers to the study of how colours can influence human emotions, behaviour, and perception, and how this understanding is applied in the creation of brand identities and marketing materials.
When you think of brands such as Coca Cola and McDonalds, you instantly know the colour scheme of their branding, don’t you? It’s memorable, it’s iconic, it’s clever and it’s red. Their use of red is not only memorable and iconic, but also strategic. Red is associated with power, passion and energy. It’s a colour that psychologically captures our attention the most. Interestingly, red is actually the colour that is associated with most fast food chains, closely followed by yellow and orange. The reason for this is simple once you understand colour psychology. According to colour psychology - red and yellow are colours that have often been linked to an increase in appetite. McDonald’s, PizzaHut, and BurgerKing are all brands that know this and use these colours within their branding - could this be a factor contributing to their popularity?
Colour psychology doesn’t just stop at yellow, red and orange. Each colour has distinct psychological effects on consumers, and familiarising yourself with this and effectively implementing the right colours into your own branding can yield positive results. However, it’s also important to note that colour psychology is dependent on personal experiences, cultural differences and context. Colour psychology does not guarantee specific outcomes.
the feelings and emotions that each colour can evoke
To begin, let's explore each colour individually and examine the emotions and feelings commonly associated with them:
Red is associated with energy, passion, and intensity. It can evoke strong emotions and increase heart rate and blood pressure. Red is often used to grab attention and create a sense of urgency. It can also stimulate appetite and create a feeling of excitement or danger.
Orange is often associated with enthusiasm, creativity, and vitality. As a combination of red's passion and yellow's cheerfulness, orange evokes a sense of joy and optimism.
Blue is commonly associated with calmness, tranquility, and stability. It has a soothing effect and can help reduce stress and lower blood pressure. Blue is often used to create a sense of trust and reliability. Lighter shades of blue can be perceived as more peaceful, while darker shades may evoke a sense of seriousness.
Yellow is associated with happiness, positivity, and optimism. It can stimulate mental activity and increase feelings of joy and energy. Yellow is often used to draw attention and create a sense of warmth and friendliness. However, excessive yellow can cause feelings of anxiety or frustration.
Green is commonly associated with nature, balance, and harmony. It has a calming effect and is often associated with growth and renewal. Green is frequently used in environments where relaxation and concentration are desired. It can also symbolise wealth and prosperity.
Purple is associated with creativity, luxury, and spirituality. It has a calming and soothing effect and is often used to represent royalty and elegance. Lighter shades of purple can create a sense of romance and nostalgia, while darker shades can evoke mystery and intrigue.
Pink is commonly associated with femininity, nurturing, and compassion. It has a calming effect and is often used to create a sense of sweetness and innocence. Lighter shades of pink can evoke feelings of relaxation, while brighter shades may be more stimulating.
Brown is a colour that is often associated with qualities such as stability, reliability, and earthiness. It is a natural colour that can evoke a sense of warmth, comfort, and security.
Black is associated with power, elegance, and authority. It can create a sense of mystery and sophistication. Black is often used to convey a sense of formality or seriousness. However, it can also be associated with negativity or mourning in certain cultures.
White is commonly associated with purity, simplicity, and cleanliness. It can create a sense of space and openness. White is often used to convey a feeling of freshness and can be calming. However, excessive white can feel sterile or cold.
How does colour psychology work?
The reasons behind why humans associate colours with specific feelings and emotions are not completely understood, but there are various theories to explore.
One possible explanation lies in the evolutionary roots of colour associations. Humans have an innate preference for bright and vibrant colours, which in the past may have been advantageous for seeking out the presence of ripe fruits or potential dangers in nature.
Different societies attribute meanings and emotions to colours based on their traditions, religious beliefs, and historical contexts. For example, in Western cultures, the colour white is often associated with purity and weddings, while in some Eastern cultures, it symbolises mourning and death. These cultural variations contribute to the diverse range of emotional responses elicited by different colours.
Personal experiences also contribute to our individual colour associations. For instance, if someone had a positive experience in a room painted blue, they may develop a positive emotional connection with the colour blue. Similarly, negative experiences can lead to negative associations with certain colours. These personal experiences further influence the emotional and psychological impact that colours have on individuals.
why should you consider colour psychology when designing your brand?
By strategically selecting colours that align with your brands personality and target audience, your business can effectively convey it’s values and differentiate from competitors. While various elements contribute to successful branding, colour is one of the most potent tools at a brand's disposal. In fact, according to Ignyte Brands, 85% of customers identify colour as a primary reason for choosing one brand over another.
It’s also important to remember that standing out from the crowd is crucial factor for success. Colour psychology offers an opportunity for brands to differentiate themselves from their competitors. By strategically selecting colours that deviate from industry norms, brands can capture attention and create a unique brand identity. For instance, the use of purple by Cadbury's chocolate or the iconic Tiffany blue immediately sets them apart from their competitors and adds a touch of exclusivity to their branding.
“Colours are the mother tongue of the subconcious”
To conclude
In the ever-evolving world of marketing and branding, understanding and leveraging colour psychology can be a powerful tool for businesses to make a lasting impact on their consumers. By carefully considering the psychological implications of colours, adapting to cultural nuances, and maintaining consistency throughout all brand elements, companies can create a powerful and memorable brand identity that resonates with their target audience and drives success in the competitive marketplace.
It is, however important to remember as previously mentioned, that colour preferences and interpretations can be subjective, and cultural, individual differences, age, and gender can influence how colours are perceived. So, as a brand, you should conduct thorough research, consider your target audience, and test different colour schemes to ensure that your colour choices align with your intended brand identity and evoke the desired emotional response.
