Imagine you went to buy a can of Coca Cola and the retailer handed you a purple can with green writing; would you agree to purchase it?
Of course not! You know that the colors of Coca Cola are red and white. That is the identity of a Coca Cola can and it helps you differentiate it from any fake products. In fact, 80% people recognize your brand through color alone. But that is one of the most rudimentary aspects of the colors of a brand – that it helps identify the brand.
The Psychology Behind Brand Colors
Apart from recognition, the colors of your brand send important psychological cues. The famous psychologist Carl Jung was one of the first people to recognize this brand color psychology. He believed that every color exhibited a different kind of response in humans and that it had strong influence over your subconscious mind.
In fact, colors are believed to put people in a different state of mind. Which is to say, it can grossly affect your mood. In addition to that, the color also expresses the brand. McDonalds’s red theme is often associated with hunger, and so are the arches of its logo.
But why does this happen? Why do different colors give us different perceptions? The answer lies in the behavior of our cerebral cortex. Every time the cortex recognizes a color, it triggers a number of responses throughout the brain and the central nervous system.
But colors themselves have something to do with it too. Colors of longer wavelength are more recognizable to our brain than those with shorter wavelengths and hence illicit faster responses.
The culture that we grow up also factors into the meanings that we give to different colors. For instance, many cultures see black as a sign of mourning and death, but in many other cultures (like in Africa) black is also seen as a sign of masculinity.
While all this adds up to form our responses to different colors, there are some de facto standards too. Some of the most common meanings associated with the most basic colors are:
- Red: Red exudes energy and is one of the most powerful colors in the world of branding and marketing. It immediately attracts your attention. Red is also often associated with hunger and love.
- Yellow: Yellow is associated with vibrancy and cheerful demeanor. However, yellow can also tire out your eyes.
- Blue: Blue is most commonly associated with men and exudes calmness. It helps add peace to the surroundings and is therefore a great color for leisure brands.
- Black: Black is about seriousness and sophistication. It is also about luxury
Choosing Your Brand Color Palette
According to a research90% of your customers base their judgement on your product depending on the color! That is an awful lot of consideration on a seemingly minute detail. But it is not always as it seems. Learning how to choose brand colors is perhaps just as important, if not more, as deciding on your value proposition.
Here are the factors you should consider while choosing your colors for brandidentity:
1. The Brand Attributes
What is the first thing that comes to your mind when you think about a red sedan? Speed!
If you want your brand to give off an energetic vibe, there is very little point to choosing your brand color to be green. Similarly, a luxurious and sophisticated brand cannot be yellow in color. Therefore, deciding the color theme goes in hand with deciding the value proposition of your offering. A
2. The Consistency
Remember how you werenot comfortable buying a can of Coca Cola that didn’t follow its usual color theme. Sticking with its original color palette is part of the consistency of your brand, which means that the brand always stays true to its core values and identity.
Of course, a brand can make some changes temporarily depending on the context, but the palette still has to be largely similar. A large deviation in consistency can have huge consequences for your brand.
Statistics suggest that around 45% people want a consistent brand experience across different avenues.
3. Target Group
You cannot pitch a pink bag to an office executive. Similarly, you cannot pitch a brown leather jacket to a toddler. Understanding your target group helps you understand the color that will appeal to them.
Take P&G, for instance. They offer shaving razors for men with their brand Gillette, while also offering baby diapers with their brand Pampers. The stark difference in color – Gillette having a dark blue color and Pampers with its teal and yellow – is clearly defined to suit the different Target Groups.
Essentially, to keep up with the human brain, organizations need to think carefully about the colors that they choose for their brand, it is extremely important to consider that when you buy logo designs or customize logo designs . In the end, it will define what audience finds it appealing and what sort of persona it gives to your brand.