Building a powerful brand is a necessity for any business.  In order to make a powerful brand, business owners spend a ton of money, energy, and time on their branding – designing the perfect logo, improving their corporate voice, designing their website. There is one point of branding that is especially important for creating a powerful brand identity that sometimes gets missed. And that is the perfect color. The perfect color you pick to incorporate in your branding (also known as your brand color palette) play a tremendous role in how your audience will accept your brand, which eventually will play an enormous role in how prosperous your brand is with the audience.

Brands and colors are linked identically – think breast cancer’s Pink Ribbon, Tiffany Blue, Amex Black Card, or Golden Arches. Finally, colors form a vibrating visual experience. They make things more charming, influence our attitude and can even subconsciously shape action. That is the reason why brands put a lot of consideration into the colors they use.

As stated by the Institute for Color Research (CCICOLOR), the average person makes a subconscious perception about a product, person or the environment within 90 seconds. More than two out three of that judgment is based on color.

Building a brand relies on many forms of product improvement, promotion strategies, and constant company culture, the aspect of branding that we will dive into today is color choice. The psychology behind the color choice is a lot more complicated than you might imagine. Color carries messages about the attitude your brand brings to work every day and will interest particular audiences more than others.

It can reflect your offered products, just as Apple’s change from a rainbow-striped logo to a modern, monochromatic logo recognized the emergence of their sleek, charming new line of laptops and smartphones, or try to stand out from competitors, just as McDonald’s Golden Arches stand out amongst almost any backdrop- city or suburbs. Color is the fundamental piece of information that people get about a brand- the first thing they begin to make estimates and reviews. That is precisely why choosing your company, brand, product, or website’s color palette is so essential.

That said, personal experiences, upbringing, cultural diversity, and context can also form our response to color. For instance, in America, white is most closely considered with happy bridal events, whereas in India, white is worn when someone dies.

Some colors, however, raise universal emotional responses. A good example would be the color blue, which means trust, dependability, and honesty. Blue is frequently used in logos, such as Twitter, Facebook, LinkedIn.

Other brand color organizations include:

Purple/Pink: Feminine, joy, youthful – usually used to promote beauty products. For instance: Aussie, Barbie, etc.

Green: Fresh, healthy, organic – and can be used to show relaxation, nature or environmental issues. For instance: Animal Planet, Starbucks, etc.

Red: Artists use red in high-energy context; often to convey a sense of importance or courage. For instance: Netflix, Levi’s, etc.

Silver: Elegance, class, with a little bit of story around it. For instance: Wikipedia, Apple, etc.

Black: Elegance, courage, power, sophistication. For instance: Chanel, The New York Times, etc.

Orange: Fun, passion and enthusiasm. For instance; Nickelodeon, Fanta, etc.

Yellow: Hopeful and optimistic. For instance; Cheerios, Nikon, etc.

International brands like McDonald’s use of high-energy colors like yellow and red, which carry the same feeling of activity and optimism no matter in which country you are.

Choosing the right colors – key points

 

1. Brand

While picking what colors you want to express your company, the first thing to think about is your brand. Are you an eco-friendly, non-profit or an accounting organization concentrate on business-to-business transactions? What are you doing and how you want to be noticed all impacts what colors you should consider. The Logo Company designed this unique reference guide as to what emotions colors are regularly associated with. It is necessary to note that, for the most part, the companies used here show these emotions are more than just their logo color select. For instance, Nickelodeon shows it is “friendly” brand image by focusing on children’s entertainment. From funny television shows to the slime-filled Nickelodeon Kid’s Choice Awards, the company reflects the cheerful person that the color orange typically indicates.

2. Audience

Next step is your audience. While the colors placed above do have stereotypical emotional connections, it is crucial to remember that any given audience associates colors differently. A five-year-old may believe that mixing neon pink and lime green is the best color option for your company, but a fifty-year-old may advise something opposite. While colors are connected with individual experiences, which is almost impossible to control by selecting your color palette, there are stats as to which colors men and women are more especially drawn to. For instance, it was found out that while men and women experience blue as a most popular favorite color, purple was ranked as one of men’s least favorite colors and one of the women’s favorites.

3. The medium of use

Do not forget about how you are using these colors. Is your logo going to appear on T-shirts, where choosing various bright colors can become costly? Are you designing a new website layout, which people need to be able to read in any digital format easily? Considering the mediums through which your logo/brand/product will be seen is vital in choosing a color design. A useful rule of thumb while selecting colors is to follow the 60-30-10 rules. That is, when picking 3 colors to be the background of your logo or company, have one color be the fundamental and used the most, another be a sweet highlight/undertone that will make your central color pop, and a final color (mostly white, black, or gray) that can be used in to outline, underline, etc.

A real example of this is Starbucks. Their infamous logo is notable for its green emblem with white and black detailing. People accept the green but can read the white text and recognize the mermaid image on the black.

So, you have your product, a place to sell it, and people to sell it to. Now is the time to start selling, which begins with building a positive brand for clients to remember. Be sure to use these essential guidelines when creating, or recreating, the logo or website. Do not let your logo’s color be what is holding your brand back.

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