If you think of some of the world’s most famous brands, a certain colour probably comes to mind. Though it might seem simple, colour is one of the most important tools in branding and marketing, and those who ignore it do so at their folly!
In this article, we look at how and why to use colour across all of your branding to ensure effective communication and consistency!
Why Is Colour Important in Branding?
When it comes to your branding, you might be surprised how vital colour choice can be. Some studies indicate that up to 90% of snap judgments made about products come about as a result of the colour choices, which makes it hugely important.
Our brains are hardwired to associate certain colours with certain feelings, and you can harness this in harmony with your brand ethos to reach those people you want to reach.
Colour often goes unnoticed, at least on a conscious level, but it really is one of the most effective communication tools we have, especially in such a crowded marketplace—think about Coca-Cola. So you should think long and hard before settling on your palette.
Colour significantly impacts consumer perception and brand differentiation. Brands use colour psychology to their advantage, aligning their colour choices with emotions they want to evoke in their target audience.
What Are Common Colour Choices in Branding?
As mentioned, colours provoke their own emotions and reactions in people. This is a consequence of both evolution and social conditioning. Considering the latter, there are cultural differences when it comes to what people associate with certain colours. That said, the following list gives a general overview of what people in the West are likely to associate with some of the most-used colours in branding.
- Red: Excitement, passion, and urgency. This colour is commonly used by food and beverage companies, such as Coca-Cola, to encourage a sense of energy and impulsive buying.
- Blue: Trust, security, and reliability. Popular in the tech and finance sectors, brands like Facebook and Visa use blue to create a sense of calm and dependability around their brands.
- Green: Nature and health. Frequently used by eco-friendly brands (or those who’d like to appear so) and health industries to promote sustainability and well-being.
- Yellow: Optimism! Companies like McDonald’s use yellow to evoke warmth and positivity, making them appear inviting and friendly.
- Black: Sophistication and luxury. If you’re exclusive and expensive, black is probably your colour. High-end brands like Chanel and Nike employ black for a sleek and premium look.
- Purple: Creativity, wisdom, and royalty. Purple goes back millennia as a royal colour, and these days brands in the beauty and luxury sectors often use purple to signal premium quality.
Choosing the right colour can communicate a message about your brand’s personality, whether it’s playful or professional, modern, or traditional.
Each colour conveys specific emotions, and brands strategically choose colours to communicate their message, whether it’s trustworthiness, excitement, or luxury.
What to Consider When Using Colour in Branding
You must be thoughtful when selecting which colours to use in your branding. It needs to match up with the message you’re trying to communicate, the ways in which customers are likely to purchase your products, and the customers themselves. Here’s what to consider.
Industry
Know your industry norms. You don’t always need to adhere to them, but it’s helpful to know what they are so you can make informed decisions, even if that means deviating from them. For example, financial services will often stick with blue or grey to communicate reliability and professionalism. The food industry, on the other hand, tends towards reds and yellows, as purchases in this industry are more likely to be impulsive.
Target Audience
Who are you trying to appeal to? What is your target audience into? It might be all well and good to try to communicate professionalism, but what if your audience is turned off by drab, uptight branding and would prefer something a little more upbeat?
Match the colour to both the product/service and your audience. Where’s the bridge?
Cultural Differences
Colours can have different meanings across cultures. For example, while white signifies purity in Western cultures, it represents mourning in some Eastern cultures. Brands looking to expand their global reach must be aware of these differences, and adjust their marketing accordingly. Something as simple as a poor colour choice could massively affect the chances of successfully breaking into a foreign market, so do your research!
Brand Identity
Who are you and what do you want to communicate? Colours shouldn’t just be chosen for their immediate impact on a purchasing decision, but should, perhaps most importantly, reflect how you see yourself as a brand and how you want consumers to feel about you.
For instance, if you’re going for sustainability as your unique selling point (USP), then a dominant green is a good idea. But if you’re all about class and luxury, black is probably more appropriate. Think of it as you would dressing yourself: how do you want to express yourself, what do you want to communicate, and how do you want others to view you?
Product Use
The nature of your product or service also affects colour choices. A brand selling children’s toys might opt for playful, bright colours, while a law firm may go for subdued tones. In these cases, colours communicate something about the nature of a product, how it should be used, and to whom it is geared towards.
Effective colour choice in branding should consider industry norms, the target audience, cultural differences, and how the colours align with your brand’s identity and products.
How Can You Use Colour to Connect With Customers?
With the considerations out of the way, let’s take a look at how to actually use colours to effectively connect with the right customers, in the right ways.
1. Note All Important Considerations
Before you even start looking at colours, ask yourself a few basic questions. What is your brand’s mission? How do you want customers to feel? What is your target audience and what are their preferences? What colours do your competitors use?
Answering these questions will help you to better understand yourself, your industry, and your target audience, allowing for a more insightful decision.
2. Determine the Palette
Limit the number of colours in your brand palette to ensure cohesion. Typically, brands use 1–3 primary colours, supported by a few accent colours. This keeps everything clear and ensures deliberate communication. If there’s too much going on, the message might be lost, and simpler, cogent branding is more likely to stand out. Think about the McDonald’s arches or a Coca-Cola can—they’re simple and they work.
3. Pick a Colour Scheme
Your brand’s colour scheme should align with your message. Common schemes include:
- Monochromatic: Different shades of a single colour. This is often used for minimalistic, sleek brands.
- Analogous: Colours that sit next to each other on the colour wheel, creating a harmonious look.
- Complementary: Colours opposite each other on the colour wheel, offering contrast and energy.
4. Use a Vector Graphic for Your Logo
Create your logo and other brand elements as vector graphics to ensure everything stays the same across different media and platforms. This will make scaling easier, as everything will already be in place, and it will also make you more flexible as a brand. In time, you’ll discover how helpful this can be.
Perhaps more importantly, it will ensure consistency.
5. Be Consistent
Consistency is key, for two main reasons. One, it communicates the same message across time and space. And two, it means that people will instantly recognise your brand. If the branding is inconsistent, you can be certain you won’t burn yourself into their brains and they’ll go elsewhere.
6. Evaluate and Update
Take a breath sometimes and evaluate. How are your choices working, has society changed, is your branding looking a little dated? Even the most established and well-recognised brands will make changes from time to time, and sometimes these can be quite jarring. But it can be helpful.
Businesses should carefully choose their colour schemes, maintain consistency, and periodically evaluate their brand colours to ensure they continue resonating with their audience.
Strengthen Your Message With the Right Colours
Using colour effectively is one of the simplest and most powerful tools in your arsenal. If you can select the right palette, then a lot of the work will be complete before you even start crafting messages or products. Now, the right colour can’t replace a good business model, but it can be a surprisingly effective support for one. So don’t overlook this deceptively simple aspect of branding.
