One of the more creative and fun parts of branding is choosing a color palette. Colors are fun, and they reflect who you and your company are. Before choosing a color pallet though, it is important to know why color matters. It is also important to understand color psychology. Luckily, we'll help with that by breaking down the basics of colors in branding.
Choosing a color palette that reflects the company's values and purpose is one of the most crucial elements of branding. It might not seem too significant, but color matters. In fact, Colorcom found that ads in color are read up to 42% more often compared to the same ad in black and white. They also found that color is likely to increase readership by 40%, learning from 55% to 78% and comprehension by 73%. What's most interesting is that 90% of people believe that color can help attract new customers. What this shows, then, is that color affects people tremendously. Having an aesthetically pleasing color pallet can assist in the success of your company.
Colors have the power to evoke emotion. Each color has a meaning, and that meaning differs from place to place. 99designs gave the example of the color white; in Western culture, it symbolizes purity, while in Eastern cultures, it is a symbol of death. If you're an international company, it is crucial that you stay mindful of color meaning across the world. Knowing your audience is also pivotal. Men and women tend to be attracted to different colors. According to Entrepreneur, men are more likely to prefer brighter colors, meanwhile, women prefer softer colors.
Now that we got that out of the way, let's take a look at what each color means:
Blue signifies loyalty, trustworthiness, responsible and authoritative. Aside from these meanings, blue is used to connote tranquility and calmness. Although this is true, blue can sometimes come across as being too emotional or conservative.
Red is an appetitive color and stimulates hunger. This color is also known to portray power, energetic, courageousness, excitement, confidence, motivation and assertiveness. Similarly, red is also the color for aggression, violence, angriness, and rebellion.
Yellow is a very interesting color. The color is considered one of the most bipolar colors in the color chart. On the one hand, yellow can signify warmth, cheerfulness, happiness, optimism, and confidence. Even though yellow has this connotation, it can also mean impulsive, cowardice and pessimism.
Most meanings of this color tend to lean towards positivity. For instance, green can mean growth, renewal, dependability, and compassion. Similarly, the color can signify loyalty and adaptability, too. While this is true, green is the color of envy, selfishness, and possessiveness.
Known for being a bright color, orange portrays vibrancy, warmth, cheerfulness, and optimism. The drawbacks of orange include meaning superficial and insincerity.
Royalty is often signified by purple. Similarly, magic, luxury, creativity, and wisdom are all possible meanings of the color purple.
Now that you know the basics of color usage in branding, you can start choosing the colors that best fit what you and your company represent. Remember, you can mix colors, too. Be strategic, but have fun with it!