By Carrie-ann | Dec 28, 2016 | Getting Your Business Ready

Consider the psychology of colour when designing your brand

You may have a theme in mind, but whether this is suitable for your brand is down to psychology, according to experts. It’s therefore important to use the meaning of colour to your advantage when designing your brand.

How Can Colour Impact the Perception of My Brand?
Experts say that the choice of colours affect the way that consumers respond to your brand, swaying their decision-making either before or at the point of sale. Though you may think that this is a wild conclusion, it could be worth your while to consider what your choice of colour says about you and your business.

IMPORTANT: Research into the psychology of colours is ongoing so, while professional opinions shouldn’t differ drastically, the meaning of colours cannot be taken as fact.

Consider Cool Colours

Blue
Known as a masculine colour, research shows that blue in fact represents peace and tranquillity, largely down to its link to water and the sky. It’s said that consumers find blue to be a trusting colour, so it can work well if you want to build a strong relationship with clients.

Purple
Once synonymous with royalty, purple is commonly linked to loyalty, wisdom and respect. Meanwhile, in recent years, a trend has emerged with purple being used to promote wellbeing and beauty products.

Green
With its associations with nature, there’s no doubt that green is a great choice for businesses working with the environment. However, you may not know that green also represents power and health, so could be a colour worth thinking about for those in the healthcare industry.

Reasons to Go Warm

Red
Red is used across the board for sales and promotions because of its striking and urgent appearance. Also linked to the human body, it’s thought to promote an appetite to eat (think McDonalds, Pizza Hut, Five Guys, etc…). Not only is the colour bold and powerful, it has connections to romance and passion.

Pink
Like red, pink is linked to physical activities of the body and brings about a sense of energy; only it is somewhat lighter and gentler than red.

Orange and Yellow
Orange and yellow instantly come across as bright and cheerful. Orange, like the amber on a traffic signal, asks the consumer to be cautious (which can work in favour of a business if used to signify that a deal might end soon).

Monochrome Colours Speak a Thousand Words

Grey
Grey, though somewhat unappealing, is linked to maturity and solidarity. However, some might find the dull colour to be dark and depressive so, unless accompanied with a more uplifting neighbour, it might not be the best option for a creative or nature-driven business.

Black
Besides the obvious connotations with death comes a much more desirable connection – authority. With a sense of power, and strength at the front of your marketing campaigns, you could find that consumers are instantly drawn to the plain intelligence that you parade before them.

White
Finally, white, the colour of purity, makes people feel safe and is also linked to cleanliness. White space can be like a blank canvas – offering consumers a place to create something of their own (and DIY/personalisation is a huge market at the moment).