Choosing the right colour to represent your brand plays a vital role in attracting target audiences and media awareness. In this article, we will be discussing the psychology of colour and how you can use colour to make your brand stand out. Colours are more than just a visual sight, but can also invoke feelings and convey emotions within your audience.
Why choosing the right colour is important
Colour is the first impression that customers will have of your brand, playing a vital role in consumer action. It is known that 62- 90% of the first impression of a brand is based on colours. Consequently, colours can act as the brand’s ‘identifier’ and thus must be chosen appropriately to make a memorable impression. Choosing the right colour is important, as although it may seem obvious, the colours you choose must blend together well. This assists in giving off a feeling of comfort to the audience. Thus, this makes them more inclined to inquire further into your brand. For example, if your colour combinations are ones that cause sightly more discomfort than familiar combinations, this may impact the consumer actions towards your brand.
The psychology of colours
Different colours have different meanings and connotations which you must take into account when choosing. There are some famous brands that instantly evoke a colour when you think of them. Some examples of these are:
- McDonald’s (red and yellow); McDonald’s is a world-renowned brand, with its signature colours of red and yellow bringing customers through the door. The sunny yellow welcomes people, while red invokes urgency, correlating to the constant hustle of your local Maccas store. Indeed, it has been scientifically proven that red creates an emotional feeling of being active.
- Facebook (blue and white); Facebook uses simple colours of blue and white to inspire creativity and individuality. This makes sense, as Facebook is one of the most used social media sites which encourage expression and connection.
- Chanel (Black); Chanel is a highly sought- after and well- known brand within the fashion society. Thus, to mirror this, the colour black is used, representing sophistication. Hence, this allows consumers to feel good about themselves as they continue purchasing goods from Chanel, thus boosting their business.
In all of these brands, all these colours create a lasting impression in our minds, so that we remember them. This can also be known as the psychology of colours. When colours in a very strategic manner purely for marketing purposes, this pushes the audience to perceive the brand the way the marketers want. Try this on people around you! You may not consciously pay attention to the colours of your favourite brands, but you may be surprised about how well they are stored within your unconscious mind!
What to consider when choosing the colours to fit your brands
When starting to consider the colours for your brands, there are three things you must take into account:
- The Industry you are in
- Your target audience
- Brand perception
Within the industry, all brands have different colours. However, based on an analysis of the top 100 brands, blue is the most popular colour, showing up on 33% of the top 100 brands. Furthermore, 95% of these top 100 brands only use one or two colours. This simplicity is what makes them memorable and stand out amongst their competitors. It should also be noted that red is used in 29% of brand logos, and black or greyscale is in 28%. Lastly, 13% of brands incorporate yellow or gold. Thus, when considering the colours for your brand, be aware of the rest of the business industry and try to use colours that stand out, and do not clash too much with others.
To consider:
Your target audience can be crucial in determining your colour scheme used to sell your brand. It is important to note that the psychology of colour means that all individuals will perceive the colour you use to advertise your business, differently. Each colour can have many different associations, each quite different from the rest:
- Mental association
- Direct association
- Objective Impressions
- Subjective impressions
Hence, this makes the point that not only must you worry about the lasting impression of your brand incited by the colour, but also the first impression of the colour.
As stated earlier, colour can influence the brand perception of the audience. Whatever colour you choose will mould the audience’s thoughts and feelings about what you are trying to sell. So, to avoid any negative repercussions, always remember to create a list of what you plan to convey to your audience. Then, pick out the key points and the important parts of your brand before then trying to match a colour to your intentions.
In summary…
It is vital to consider the meaning behind different colours when trying to choose the right colour for your brand. There is always a way to get audiences to remember and perceive your brand how you want it to be perceived. This will make you more memorable, and stand out from your competitors. Remember that if your brand does not gain a second look by people, consumer actions will decrease. If you are unsure of how to get started or want to see how you can further your brand, contact us today!
