The importance of colors in branding
Apr 27, 2018 — Branding
The color of the brand is an essential element to convey what it represents. Beyond an aesthetic consideration, color helps in spreading brand identity and awareness. It gives the first and lasting impression on people and ensures identification and association with the brand. An instant recognition and emotional association toward brand can be achieved by choosing the right color. While thinking about choosing the color, founders and executives must think beyond personal and subjective preferences. Nearly 90% of people make the first impression about the brand based on the colors. To ensure colors convey business values and attributes, brands need to take time to ponder upon what they want to convey to the audience. Be it a single color or combination of colors, the human mind responds to colors and makes a certain perception about the brand. Following is the list of colors and the role they play in conveying a story:
Red color shows energy, love, passion, desire, danger, and power. Brands associated with energy drinks, sports, and cars use red color.
Orange is related to joy, sunshine, and tropics. It represents enthusiasm, fascination, creativity, stimulation, encouragement, and attraction. This color is right for toys and food chains.
Yellow color represents energy, happiness, and intellect. It is mostly associated with food. In addition, it can be used by brands of children’s products and items of leisure.
Green is the color of nature. It represents freshness, growth, harmony, and fertility. Generally, it is related to money. It also represents safety, so many brands have been using for their medicinal products and drugs.
Blue is the color of the sea and the sky. It is related to stability, depth, trust, loyalty, wisdom, confidence, truth, intelligence, faith, and heaven. The Blue color can be used to represent products and services related to sky and air such as air conditioners and airlines, sea & water such as sea voyages and mineral water, and cleanliness such as cleaning liquids, water purifiers, and others. It also goes well for high-tech products.
Purple represents royalty and is related to ambition, power, and nobility. It represents extravagance and luxury. Children’s products, feminine products, and fashion products go well in purple.
White represents purity, innocence, goodness, virginity, and light. The color of perfection is suitable for charitable organizations, high-tech products, medical products, hospitals, dairy products, and low-fat foods.
Black represents elegance, power, and formality. This color stands out among other colors when used in designing glamorous clothing range or a gallery of photography or art.
Colors have been of utmost importance as they convey brand identity without the use of words or design. As compared to shapes, symbols, and words, people recall color instantly. Colors can be changed as per the relevancy of market conditions. Instagram, the leading photo-sharing app, changed its color from black and white to colorful as per the relevancy of the current market. Colors play a crucial role in branding. Being one of the leading branding agencies in Pune and gaining wide experience in helping brands create awareness, Kaizen Design Studio helps companies in choosing right colors to represent their brands and make a lasting impression on their audience.