Previously, we have looked at how to build an identity for your brand. When you are establishing an identity for your brand you would already have the name, logo and even nature of business figured out. However one thing that you might actually forget is on the colours your brand should be using. Colour and branding are actually two things that cannot be separated. The colours that would be used for your brand would eventually have an impact on your target audience. Colours actually have a way of transmitting a message and each colour has a different meaning.
Colour and Branding: How to Choose The Right Colour
Colours help call attention to the image and text, so yes it is vital for you to pay attention to your colours. Do not just pick one colour, instead pick a colour palette for your brand. This colour palette would consist of primary, secondary and tertiary colours. Colours have the ability to make people feel different things.
Here are a few examples of colours and what they are associated with,
Blue : Trust and Security, Calmness, Peace and Honesty
Green: Wealth, Health, Nature
Yellow: Youth, Optimistic, Fun, Humor, Creativity
Orange: Stimulates Creativity and Positivity, Creates A Call For Action
Red: Calls For Urgency, Vitality, Stamina, Energy
Pink: Romantic and Feminine, Usually Aimed For Girls and Women
Purple: Soothing and Calming, Intuition and Imagination
Why Colour and Branding Matters?
Our minds are created to respond to colours. Ever since we were young colours have been used to teach us many things. For example at the traffic light, we stop at red or when we seen green we relate it to being environmentally friendly. Colour and branding have the ability to ensure that your audience remembers you. Have you ever noticed how brands such as Mcdonalds and Coca-Cola have become so recognizable? It’s not only because of their logo and fonts but their colours as well.
Moreover, colour and branding are essential is holding the attention of your consumers. Try imagining a brand such as Tiffany & Co not having their signature blue as their brands colour. It would definitely make it hard for people to know the difference between that brand and other brands. Your logo and colour work hand in hand is ensuring your brand stands out from its competitors.
Imagine yourself, walking in a shopping mall. Your eyes would naturally get attracted to a store because of the colours you notice. Different people get attract to different colours. This is why colour and branding should be something that is thought about properly. When choosing a colour for your brand ensure you keep the nature of your business and target audience in mind.
Using Pictures with Colours
When it comes to generating content for your business, pictures play a huge role in capturing the attention of your target audience. It is human nature to be attracted to pictures before actually reading the content that is below it. Looking at a picture makes it easier for our brains to process the information while reading texts may make take longer time to process. This is because looking at a single image is less tiring compared to reading a long paragraph.
Colour and branding would already begin here as the pictures you use for your business should have colours that would attract your audience. Moreover, images will also help your branding messages to be remembered better. Most people are visual learners and they tend to process pictures better than words, this is why your brand should be using more images as it would attract more traffic. Coloured visuals tend to increase the desirability for people to actually look at the content that is written below it. Using images with colours related to your brand would help in establishing the identity of your brand.
Examples of Colour and Branding
To help you understand colour and branding a little better, below are a few examples of how the two actually work together in creating a branding identity:
This brand choose red as its main colour. It was a bold choice considering red can be associated with anger however red is also a colour of passion. Besides, the use of the colour red for Coca-Cola was a good idea as the drink is made to me an energy booster. The colour red has the ability to increase blood levels and enthusiasm, it’s a bold colour that attracts the eyes of their target audience. Most young people are the ones who drink coke and youngsters are easily attracted to bold and striking colours.
Also if you notice, Mcdonalds also has the colour red in its logo. The mixture of red and yellow attracts the eyes of many young people. Yellow resembles fun and youth while red is an attractive colour that attracts the eyes. Put them both together and you get to see the nature of McDonald’s business just through its colour. Moreover, it is a fast food restaurant. Therefore using red also resembles that it’s fast and efficient.
Moving on, Starbucks is an excellent example to showcase colour and branding. The brands uses green as its primary colour. The colour is related to the University of San Francisco. Besides green also resembles reliability and its the colour of encouragement.
The blue used in facebook resembles trust and loyalty. This is essential considering that it is a social networking site where people log in to everyday. Facebook has to portray itself as loyal to show others that they can trust the site with their data. However, the main reason Facebook is actually blue is because of Mark Zuckerberg’s blindness. He can’t see much of any other colours and the colour he notices the most so happens to be blue.
Unlike other brands that chose bold and outstanding colours, Apple had decided to stick with white. This is because it wanted to showcase itself as simple yet advanced. The brand stuck with minimalism as they know their products would easily gain the attention of many people. Hence, it wanted its brand to seem clean, pure and minimal
This article would have hopefully made you understand why colour and branding are vital in establishing an identity. There are many tips on how you can design logos for your brand, so try looking into those if you wish to learn more on how you can establish your brand’s identity.