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Why Choosing the Right Colours is Essential for Branding

Why Choosing the Right Colours Is Essential for Good Branding

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Imagine this.

You’re having a crappy day and nothing, absolutely nothing, can cheer you up.

You’re on your way home, walking through the streets with your head held down because of the pouring rain, not paying any attention to your surroundings.

And then, all of a sudden, it’s there.

A glimpse of yellow in the right corner of your eye. You stop to see what had the audacity to distract you. You find yourself standing in front of a flower shop and staring at a sunflower. Standing in the rain, you suddenly realise that you’re smiling.

Why is that? How can the sight of a tiny flower make you smile, despite the fact that you have been dealing with weather­depression all day?

If colours can make a person happy in the gloomiest of times, what other powers do they possess? Could you even make colours work for you?

If you don’t know the answers to these questions, it’s time to learn a thing or two about colours and about how to use them effectively for your brand in order to encourage purchasing.

Choosing the right colours is essential for good branding, so check out our post and see what you can learn from it.

As we already said: the use of colours shapes the way future prospects will perceive your brand.
You should not decide on the colour that represents it in a rush, but rather have a good think about it.

Take your time and go through these guidelines on the meaning of each colour, as published in this amazing post by Mojo Ink and in this great article by Creative Bloq. ­

Blue

Blue inspires trustworthiness, creativity, tranquility and wisdom. Note that it works well
for both men and women, which hence makes it quite powerful. ­

Green

This colour makes us feel balanced, calm and understood, so we can identify with something more easily. Green can also signify stability, growth, nature and endurance ­even luxury and wealth. ­

Yellow

Yellow represents cheerfulness, optimism, and energy. As you know from the sunflower example, yellow is a bright colour that easily catches the eyes of passers­by. Using it as one of your branding colours can therefore be quite effective. ­

Red

Red evokes excitement, courage, enthusiasm and expectation. You have to be aware of the fact that it can be a difficult colour to deal with. ­ It symbolizes both love and blood… ­

White

If you use white as your brand colour, people will think of it as something pure that inspires simplicity and perfection(ism). There is a reason why Apple chose white as its signature colour…

Grey

Grey means relaxation, which is good. But there’s also the thought of passivity that comes to people’s minds. What will you make of this?

Black

Black is often used to create a feeling of sophistication, power, independence, and confidence. Hence it often goes hand in hand with high quality products. ­

Gold

Gold is associated with motivation, security, and idealism. It also works well to evoke thoughts of luxury and sophistication. ­

Silver

If you want your customers to have faith in you and pin all their hopes on your brand, silver is the colour for you. It increases both self­worth and self­esteem, which is always a good thing. Right?­

Orange

Orange equals motivation, fun, impatience, friendliness, playfulness, warmth, and restlessness. Be aware of its childlike appeal and only use it if it fits your brand. ­

Pink

Pink makes us think of love, calm, and sentimentality, but it is also a “girly” color that might not necessarily correspond to your brand image. ­

Purple

Similar to pink, purple provokes sentimentality and nostalgia. It can also be associated with ambition, royalty, creativity, fun, spirituality or even desire. See what you can make out of this potpourri of impressions and emotions.

Brown

Used in the right way, brown makes us feel grounded and down to earth; arousing honesty, stability, and simplicity. However, people might also think of it as the colour of dirt and mud… ­ which doesn’t necessarily have to be a bad thing. It all depends on the overall brand personality.

As you can see, the impressions different colours evoke seem quite different and contradictory at times.

Therefore, when choosing the right colours for your brand – you should always keep in mind that concepts like gender, culture, personal experience, and the specific context the colour is used in will affect your prospects’ perception.

This means that, once more, you will have to make sure you really know your target audience and their interests.
Even more important, the colour you choose must also fit the “personality” of your brand. So make sure the image you have in mind for your company is well elaborated and then see which colour you think might be fitting.

Have you chosen the right colours for your brand? What is it – and why have you chosen them?

Leave us a comment, we want to know your thoughts!

Share these guidelines to help others make the most of their brand, and check out this awesome infographic by Marketo and Column Five.

Cheers!

Nitzy x

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