Whether you’ve decided to diverge from a company and start your own business or launch a game-changing new brand, understanding the impact of color on consumer behavior will help your brand succeed
Your color palette can reflect your brand personality in many ways. Depending on the palette you employ, colours can elicit emotional responses.Everyone has a preferred colour combination.
As a digital marketing agency in the UAE, we specialize in providing creative design services to solve brand challenges by offering actual value via clever distinction. Give yourself the chance to make your brand as aesthetically beautiful and memorable as possible by following the guidelines below:
Making good colour selections takes forethought
They may have just as much influence on how a visitor interprets what they see as the layout and design — and, when done right, they can have a positive impact on each visitor’s overall image of the company.
Research shows that 85% of consumers believe color is the main key when choosing a certain product, while 92% acknowledge visual appearance as the most influential marketing factor.
There’s a method of color theory, so in this article, we’re going to help you decide how to choose the right colors for your brand. Our social media marketing agency specifically works on our client’s brand color story before starting any project.
What Is the Importance of Your Color Scheme for brands?
They say the first impression is the last. This is especially true for your brand since your brand color is likely to be the first thing customers see. Colors elicit emotions and feelings, plus they convey certain information, enabling customers to form an initial impression without even knowing what your product is about. Put, brand colors are powerful in helping customers decide whether or not they want to engage.
Your audience’s response to the colors
We all know Green is associated with nature and red with danger, but both have other meanings and associations.
Faber Birren, One of the most famous color theorists, wrote extensively in his book Color Psychology and Color Theory. Just like the words “love” and “bike rack” evoke different emotions, colors like red and blue create different human responses. Even more interesting, the same colors supervise to provoke similar responses in different people.
Color psychology is the study of how colors affect perceptions and demeanors. It allows us to understand color and use it to our edge, especially regarding marketing and branding.
Getting your brand palette right is important because 60 to 70% of product assessment is based on colors alone.
Brands who stand out with their color palette
Colors are an essential part of any brand image. Once chosen, they become part of brand identity and help to shape how the public perceives them. A brand logo is mostly a customer’s first point of interaction, and this logo will be designed using a specific color theme. Brands with great color schemes didn’t come across them by accident.
The reason behind choosing the right brand colors for big brands is that they want to convey a certain message to potential customers and know that the right brand colors will help them do that.
Coca-Cola is red, and Apple is white. Brands like Google play use multiple colors and drive along any highway to peek at those golden arches.
Coke’s recognizable red came about for practical reasons. According to the brand, “from the mid-1990s, we began painting our barrels red so that tax agents could distinguish them from alcohol during transport”. At that time, alcohol was taxed, but soft drinks were not.
But it was a good movement for other reasons, too, since we now know red can be a trigger for impulse buys.
Steve Jobs chose white for two reasons. One is because he was passionate about design, and he knew white was the color of purity, so it was in line with his vision of beautifully-designed products. The second reason was because of the competition. At that time, the predominant shade used by computer manufacturers was gray.
As the examples show, none of those colors were chosen by accident, and these companies have done an excellent job building brands that can be identified by color alone. So let’s get into how you can select the right color to make your brand unique and recognizable.
Meaning of the colors
Here is a quick overview of the color meaning to give you an idea so you can choose wisely.
- Multicolor is united or open to anything, the spirit of diversity.
- White is pure, and it conveys simplicity and innocence, often with a minimalistic feel.
- Black is both sophisticated and elegant, and it can be formal, luxurious, and sorrowful.
- Red: associated with excitement, danger, and energy, also known for the color of love
- Orange: fresh and full of vitality, creativity, adventure.
- Pink is feminine, and it’s sentimental and romantic. Different shades, like hot pink, can be youthful and bold.
- Yellow is optimistic, and it’s a color associated with being playful and happy.
- Green is nature, often used to demonstrate sustainability. But it can also align with reputation and wealth.
- Blue is trustworthy and reliable. It’s calming or often associated with depression.
- Purple is royalty and majesty. It can be spiritual and mysterious.
The first steps to choosing your brand colors
When you’re choosing your brand colors, start with the basic pointers. You will need to pick a primary and a secondary color for your brand. Do not choose more than 2 colors because people get confused. You need to consider your business first, what kind of brand you are, and what kind of audience.
The type of brand you appear to be will be directly influenced by the colors you choose. Usually, when brands come to us under our creative design services, our first target is to understand the brand and its audience before working on their brand identity.
You need to identify what colors best mirror your brand.
First up, identify what your brand is about, as having a clear idea—of what your brand’s goals are and how you want your target audience to feel—will help the best colors to choose for your brand.
Think about your brand in the following ways:
Brand goals: Do you want customers to be happy, get rich, be more informed?
Target audience: Do you want them to feel positive, confident, or intelligent?
Personality attributes: Is your brand fun, serious, or inspirational?
You need to be aware of three color codes to ensure your brand colors can be accurately duplicated, no matter where they appear. You don’t need to understand these codes completely, but you do need to know your brand colors in each format, appearing as a series of numbers for each color.
CMYK and PMS: CMYK stands for Cyan, Magenta, Yellow, and Key (black), while PMS stands for Pantone Matching System. These are used for printing, either off-set digitally.
RGB and HEX: RGB stands for Red, Green, Blue, while HEX stands for Hexadecimal Numeral System. These are predominantly found on screens for things like websites and emails.
When you are done with the research and color selection, your next step is to put your color scheme into an action plan.
Here are some places where your brand colors can appear:
- Website and emails
- Social media
- Staff uniforms
- PR Packages
By taking notes from the pointers mentioned above, you will have many ideas about what colors you could use for your brand.
However, brand colors have to illustrate your business well. Pick colors that you feel suit the image you want to create for your brand and then adhere to it. Your customers will soon let you know if you’ve made the right decision.
Our skilled teams at our social media marketing agency work wisely and creatively to communicate your brand ideas to the public through creative design services. If you are interested in getting more information on brand color theory and color strategy, you can contact us for a free consultation.