Have you ever considered the importance of colour in branding? Coke is red. Outsurance is purple and green. Standard Bank is blue. These corporations understand the proper use of colour is vital to creating a positive image among consumers. Furthermore, colour plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message like no other communication method.
Choosing the right dominant colour for your brand is crucial. This colour should appear on all your promotional materials, including your logo and product packaging. As much as possible, the colour you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account colour psychology, which is fairly complex. Colours can mean different things depending on the culture, situation and industry. Studies suggest some universal meanings:
Blue:
Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular colour with financial institutions, as its message of stability inspires trust.
Red:
Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favourable one. For example, red can represent danger or indebtedness.
Green:
In general, green connotes health, freshness and serenity. However, green’s meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.
Yellow:
In every society, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other colour, making them great for point-of-purchase displays.
Purple:
Purple is a colour favoured by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality.
Pink:
Pink’s message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.
Orange:
Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons.
Brown:
This earthy colour conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Black:
Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.
White:
White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant colour, so it immediately catches the eye in signage. White is often used with infant and health-related products.
All the colours above can be categorised into two basic categories: warm and cold. In general, warm colours, like red and yellow, send an outgoing, energetic message, while cool colours, like blue, are calmer and more reserved. However, brightening a cool colour increases its vibrancy and reduces its reserve.