The Power of Color in Branding

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Color is a powerful branding tool. It stimulates an emotional experience, and is the psychology behind a customer’s choice, trust, and support. People react to the non-verbal color communication presented through the brand colors and digital marketing such as the company website. An awareness of common color associations and pop culture trends can double your branding message through visual appeal.

Color Communications

The non-verbal communication of color is a universal language for successful brands. For most, the reaction to color branding is the first impression. This key factor could determine whether a customer buys or not. This psychology is not necessarily conscious; many are affected by color without the express understanding. The eye makes a connection; the visual is either comfortable or unpleasant, and that has an effect on the bottom line.

Many people are color blind. Blue hues are popular branding colors because their near transparent color allows color blind individuals to focus on the content. In fact, this is the reason that many web designers use blue as a hyperlink color. Color is also important because it can affect the mood of the viewer. Every culture associates color with some mood, personality, or characteristic. Red, for example, might represent romance or danger. Colors in the red, orange, and yellow spectrum are referred to as warm colors, and they convey a feeling of warmth and activity. Colors in the purple, green, or blue spectrum are considered cool colors because they convey a sense of serenity and peace. This voice, so to speak, can be louder than words.

Reacting to Color

Everyone reacts to color. Specific responses are elicited through the effects of color. Using color to brand, strengthens the company’s message and promotes visual appeal. In this current market, the consumer is blasted with too much white noise saying the same thing. When using a unique brand color, companies create a powerful emotional connection with consumers that reaches core values and motivations a long-term relationships.

Companies such as Tiffany & Co. and Coca Cola have a specific color that sparks recognition without words. The trademarked Tiffany blue evokes the feeling of love and luxury worldwide. This reaction is golden, yet difficult to obtain. Entrepreneurs seek to find the perfect color palette to create distinction within the industry. Standing out above the color noise is imperative to branding.

Website Branding

Don’t forget the website; color reaches beyond the logo. Color is an important aspect of your site that you need to consider as part of the design. If you select colors that are too similar, your site might not be very readable, especially to individuals who have a hard time seeing color. In order to facility readability, it is a good idea to select contrasting colors. Contrast makes an object distinguishable from other objects in the background, and each are separated by the different properties of color: hue, value, and saturation. The low contrast colors are very hard to read, and can cause eye strain. Identifying a web color palette is essential to the brand.

Adding color to a page can make it appealing to the eye, and using certain colors can deter a viewer from browsing the site or returning to it later. Therefore, in the context of the site, it is important to avoid using bright colors or colors that cause eye fatigue. On the same note, you do not want to use colors that clash with each other. Integrating the logo and site color palette is essential to the user experience and the brand.

The psychology of color must be considered in branding. Being memorable and prominently distinct attracts the right type of customers. It isn’t that there is a wrong color; it is simply knowing that colors evoke emotion and emotion drives action. So, be aware of your color's voice and the effect it has on your brand.

 

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