The Psychology of Colours in Branding

Your favourite colour is orange, you're well into Vitamin C, it used to be your phone network provider, and of course orange is the new black is it not? So your branding and logo would look great in orange, yes? Maybe, but perhaps not.

Every colour has a meaning and a personality that might not communicate the right message to your customer.

How does colour work?

Colour is everywhere, and whether you know it or not each colour you see or encounter communicates a message and a meaning to you. Green and blue evoke a feeling of calm, and yellow makes you feel upbeat (and hungry).

Understanding the psychology and subliminal meaning behind colours as well as the emotional experience they offer, is crucial when considering the colour palette for your branding. Choosing the right colours for your brand ensures that your audience will immediately recognise and understand your business, as well as what it stands for. And seriously, the wrong colours will have the complete opposite and far less desirable effect!

Successful businesses use colour to positively influence a consumer’s brand experience.

Which colour for your brand or business?

Just like each colour, your branding should have a personality of its own and communicate your brand values and message. Defining your brand message and brand story will help you to understand which colours you should consider.

Next, answer the following questions:

• Gender: Is my brand traditionally masculine or feminine?
• Tone: Is my brand playful or serious?
• Value: Is my brand luxurious or affordable?
• Time: Is my brand modern or classic?
• Age: Is my brand youthful or mature?
• Energy: Is my brand loud or subdued?

These questions will give you an idea of your brand personality, and which will help to identify which colours are best for your brand.

Bear in mind that some industries lean toward certain colours. Tech favours blue and retail chooses red, agriculture goes with green. You can play it safe and join the crowd, or take a risk and do your own thing.

This handy guide to colour psychology explains everything really clearly.

The meaning behind each colour

Now that you better understand your brand personality, check out our guide below which explains the meaning behind each colour so that you can choose the best colours for your brand.

Going colour blind?

Here’s the bottom line, the colours for your business are those that create the right identity, profile and communicate the right message for your brand. Most of the time that means follow the rules we've set out, but if that doesn't feel or look right, or if you're going colour blind, then get in touch and we'll be happy to help.