Colors in marketing: choosing the right ones for the brand
It is easy to think that the colors used in creating a brand identity are purely random or dictated by the mere personal taste of the company, but in most cases this is not exactly the case.
Each color inspires and evokes different emotions. The choice to use blue and not yellow, for example, completely changes people's perception. There is no rule that indicates which color scheme to use, but playing a central role in the personality of the brands it is essential that the color is also chosen based on the message you want to convey.
The "power" of colors for the brand
According to a recent study by ColorCom, for 84.7% of the interviewees color represents one of the determining factors during the purchase phase: in essence, it has the ability to influence sales, thus playing an essential role in the construction of the brand identity.
Cracking down some other interesting data, the same study argues that color has the power to increase brand recognition by up to 80%. When was the last time you saw the green Twitter bird? Color is an integral part of the brand and creates powerful associations in people's minds . By using the same colors in all your initiatives (logo, website, brochures, graphics, etc.), you strengthen the association and, by extension, brand awareness.
The psychology of color acts on a broader spectrum and also involves the feelings and emotions that shades are able to arouse. Color, in fact, manages to convey a message on a subconscious level, although not in all cases unique. Studies show that the meaning of some tones is sometimes influenced by individual perceptions, especially depending on cultural background and personal preferences.
When it comes to branding, however, the psychology of color turns out to be pretty uniform. In fact, it is difficult to separate the iconic red of Coca-Cola from a feeling of positivity and energy. And it is equally complicated not to combine the yellow of McDonald's with fun and optimism.
How to choose the color for your brand
Color psychology will direct you to the hue closest to evoking the emotions you wish to convey. There are steps that may help you figure out which colors are best for your business, including:
- Know the meaning of colors.
- Consider the personality of your brand.
- Take inspiration from the competition.
- Create a palette, as the shades of the same color can be innumerable.
The meaning of colors for brands
As we mentioned earlier, red identifies energy and passion. If for Coca-Cola it is perfectly in line with the personality of the brand, for a company that sells mattresses, for example, the same is discordant and it would be indicative to consider green.
What green communicates
Green is the color associated with nature, progress and serenity. In marketing and branding, this color often communicates sustainability, well-being. However, the darker shades of green can sometimes represent financial stability and wealth (not surprisingly, it's the dollar's signature color).
When to choose green . If you want to create a sustainable, organic, natural business or one linked to harmony and well-being, green can be for you. The "natural" side explains why it is so commonly used in the logos of companies like Greenpeace, Starbucks.
What blue communicates
Blue shows safety, reliability and serenity. It is mainly used by companies that want to convey a sense of trust; it is no coincidence that it is the color chosen by various companies in the banking, insurance, technology and social sectors: Facebook, Twitter, LinkedIn, Samsung, Zurich, Visa but also Ryanair and those brands that want to communicate their reliability and make customers feel safe .
When to choose blue . It is one of the most chosen colors in branding, thanks to the sense of security and honesty that it manages to evoke. Shellrent also opted for this shade.
What yellow communicates
Yellow typically stirs up emotions of cheerfulness and happiness. However, in certain contexts, it can also be used to signal warnings and caution. Many companies consider yellow a positive and optimistic color, managing to convey liveliness and energy. It is used by dynamic companies: Ferrari, Chupa Chups, Eni, Ikea, Shell, Hertz, these are some of the largest to have opted for yellow, accompanying it with other colors, especially in contrast with black and red.
When to choose yellow . It is the color that symbolizes optimism, capable of catalyzing attention. Yellow is therefore the perfect color for companies that want to convey liveliness and joy.
What orange communicates
It is the result of mixing red and yellow, and as such it is a warm color. Orange is used to convey cheerfulness, excitement and appeal to fun. The citrus hue helps to attract the attention of the public but, unlike red, manages to convey a sense of friendliness and youth. Orange is often featured in the details, website design or product packaging to create a friction effect. Hermès, Amazon (the arrow), Fanta (as the predominant branding color), KTM, Harley Davidson, Ridemovi and easyJet use it to represent adventure and sociability.
When to choose orange . In web marketing, it is the color used to create engagement and encourage interactions. It is also frequently chosen by companies in the food & beverage sector, as it represents the color that stimulates hunger.
What red communicates
Red is an impactful hue and can communicate conflicting ideas, depending on the context. For example, being associated with fire, it can simultaneously represent heat or danger. Most companies combine red with more muted colors, such as white, to ward off the perception of danger, emergency. Examples are Lego and YouTube, which use a combination of red and white to make their logo stand out. Other well-known companies that use it are Netflix, H&M, Red Bull, Canon, Nintendo.
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