The colour psychology behind branding: What do your colour choices say about your brand?




Your brand colours are important. In this post, we discuss what you need to know when selecting them.

Colours form the very core of the brand design process. And rightfully so, visually, your brand colours are the first impression given to its potential customers. From the moment your brand colours are seen, people will form a perception of your brand and your business.

Colours evoke emotion, memories and feelings within us and we make decisions and are influenced because of our emotion, memories and feelings. So you can see why it is so important to communicate to your clients a particular vision or a feeling you want to evoke in them by your specific colour choices.


Ideally, these colour choices would be instantly associated with your brand and easily recognisable on your social media.


Let's take for example the colour green. Green makes us think of wide open fields of lush grass and vegetation, its conjures feelings of freshness, abundance and clarity. Perfect choice for a business in landscaping or fresh food sellers. But if your main brand colour is green and your business and your business is selling wooden furniture, it just doesn't work does it.


Needless to say your brand success is intrinsically tied to an emotional connection between your brand and your customers. This emotional connection can translate into long lasting relationships between your business and its ideal clients.

TIPS TO SELECT YOUR BRAND COLOURS


When choosing the main colours for your brand you should keep in mind:


  • the nature, type and kind of business you run - this will influence your palette.

  • the message you want to convey, how do you want your brand to be perceived by the audience you seek to serve. For example: feminine, bold, loud; fun; spiritual; sophisticated... and the list goes on.

  • your values and your tone of voice

  • colours that would attract your Ideal Client / target audience


Depending on where your target audience is located, keep in mind that colours can have different meanings in different cultures. For example, yellow can evoke joy, happiness in Western culture but it can represent mourning in others.


WHAT CAN COLOURS MEAN?


Brown: Earth, stability, reliability, comfort, richness, endurance, simplicity, comfort, robustness


Green: Nature, environment, youth, health, luck, renewal, generosity, fertility, jealousy, envy


Blue: Peace, tranquility, calm, stability, harmony, confidence, security, cleanliness, order, loyalty, melancholy, depression


Violet: Sensuality, creativity, spirituality, nobility, royalty, mystery, wisdom, transformation, enlightenment


Rose: Love, romance, tenderness, care, acceptance, calm, nostalgia, femininity


Red: Excitement, passion, love, energy, power, desire, strength, heat, aggression, danger, violence


Orange: Energy, balance, warmth, enthusiasm, dynamism, friendly, spontaneity, communicative


Yellow: Joy, optimism, happiness, imagination, hope, deception, danger, betrayal, dishonesty, cowardice

Beige: Classic, neutral, softness, warmth, comfort, subtlety, natural


White: Purity, simplicity, cleanliness, peace, humility, youth, innocence, sterility, death, coldness


Grey: Classic, sober, timeless, logical, fundamental, basic, maturity, sadness, boredom


Black: Power, elegance, sophistication, classic, mystery, strength, prestige, oppression, death, austerity.



Final thought: BE DIFFERENT from your competitors to stand out! Be Unique!