Colour is so deeply ingrained in how we perceive the world that we are often subconsciously unaware of how we are so regularly influenced by it. One of the most powerful parts of branding is colour scheme– it’s so important that it can either make or break your brand image.
There is a psychology to colour schemes and its influence on our emotions and appeal.
In this article we want to help you understand the basics when considering your colour choices when building your brand.
WHY DOES COLOUR MATTER FOR MY BRANDING?
Our decisions are often heavily driven by emotion and enable us to decide on whether we like something or not.
As a business you need to make an emotional connection with your customers through your branding. One key way of doing this is colour – colour can demonstrate a message resulting in different emotions and responses we experience. For example, in marketing, we as consumers make 90% of our assessment alone of a product/service based on colour.
HOW DO I MAKE BRAND COLOURS WORK FOR ME?
Right – so we understand now that colours evoke an emotion and impression with your target consumers which results in more sales. Sounds great right? Now you need to make sure you apply them well. Just like you would when painting a wall with colours – you need to make sure they are consistent and applied correctly.
Repetition and consistency are key.
Your colour needs to be a representation of your brand for it to have an impact. Just like with Coca-Cola, the colour red springs to mind as they are consistently using the colour across all their products, mediums and advertising.
When considering your business brand you want to make sure your colour scheme is present over all the below in particular:
– Website Design
– Logo Design
– Printed Marketing Materials (Business Cards, Flyers etc.)
– Social Media
– In Store
WHAT IS MY BRAND IDENTITY?
The first thing to consider is your target customer/audience.
When you consider your target customers that are likely to buy into your products or service you need to consider what is going to appeal to them. Rather than viewing it as what is going to sell to your customer, think of it as how you can form a relationship with them. You want to appear likeable and trustworthy. Your branding should provide a personality they can connect with and relate to.
EXAMPLES OF BRANDING COLOURS
Now for some examples. The below are a brief idea of what different brand colours mean and how they make a consumer feel.
Now you understand colour a bit more; just some advice to consider.
Make sure you do your research before selecting your colours. Find what you want to represent with your brand and ensure you are using colours that will represent the emotions you are trying to evoke with your consumers. Use the colours sparingly and tastefully – don’t use too much of a colour or combine colours that don’t go well together just because you want to go for a few different meanings, you may end up having the reverse affect and end up putting the customer off – take yellow for example, it is a happy and youthful colour but it can actually cause anxiety if used too much.
CHOOSE 3 COLOURS:
We would advise to formulate a little colour palette for your business branding.
Rule of thumb is usually at least 3 colours you can use in your brand scheme. Your Base Colour, Your Accent Colour and a Neutral Colour.
Determine a main colour. Decide which of your brands personality traits is the most important and lead with this colour.
You will choose your next colours based on their compatibility with this one.
This colour will be the one you use the most after your base colour.
Now this is where it gets more technical and difficult when choosing a colour.
This colour needs to satisfy your audience, match your brand personality trait and pair nicely with your base colour.
This colour is often used as a background colour or something subtle to ease the customer.
This often tends to be whites, greys, beige or even black – be sparing when using black as you don’t want this to dominate over your other colours.
There are many more methods that can be used when considering your business branding colour schemes.