Pablo Picasso once said, “Colors, like features, follow the changes of the emotions”. The impact of colors, which were famously quoted as “smiles of nature” still remains an enigma, even with multiple research backing it up throughout the years. Armed with Psychology researches, marketers have developed through years of study and probably trial and error, on what colors seem to work on products and services and how a company’s vision and mission can be explained, without words but with a few brush strokes.

 

Do colors really have an effect on us?

The answer is one big yes! Colors definitely make the world burst into life and has the capability to invoke emotions. We associate memories and emotions with colors. Psychologists have concluded that our connection with colors initiated after associating it with objects and emotions. It is a common knowledge that green is associated with nature, red with anger, blue with water, and the list goes on. It has been like this since the beginning of times and known all over the world. In fact, color is probably the only medium that transcends through the language barrier.

 

How do we select a color for our business?

After establishing the nature of the business that you want to set up and creating a logo, selecting your colors should be next on your list. And this is a big deal. Unfortunately, when it comes to colors, we cannot just rely on what looks good, we kind of need to follow some certain rules, otherwise, our brand will be lost in translation. Fun fact, did you know that almost 90% of customers based their purchase decision on colors? Example, how would you perceive a company selling cars if they use pink? You will automatically think that their products are aimed at women customers.

So how would you determine a color to compliment nicely to your brand? Try to check this simple brand personality spectrum:

 

Image credit: splashmagazine.com

 

Applying colors to your Branding:

Now that we have established that colors do invoke emotions, let’s apply this concept to your business. What matters more for customers is what they feel about your brand, and not what they think. Have you tried to check an online store before, and just had a weird feeling about purchasing something so you ended up not buying anything? This is not the emotion that we would like to evoke to your future customers.

Using the same colors in your branding can boost brand awareness. Like, Facebook and Twitter is blue, McDonald’s is red and yellow, Starbucks is green, and so forth.

 

Your chosen color should be visible in:

  • Logo
  • Website
  • Social Media Accounts
  • Marketing materials (brochures, flyers, business cards, etc.)

 

Once you have selected a color for your brand, make sure that it is visible in all aspects of your marketing and business identity. Do not play or add other colors. A sense of uniformity creates a more professional tone in business. It also makes you easily remembered. If you think your customers will not notice, think again.

 

List of the popular colors used:

 

Red

 Red draws attention and has a sense of urgency. It is best to be used to accent other colors since it is too intense if used on its own.

 

 

Targets:

Physical/body

 

Meaning:

Energy, war, anger, strength, power, determination, passion, desire, and love, physical courage, warmth, basic survival, masculinity, excitement, romantic, hunger.

 

Blue

 As a trusting and secure color, Blue is a favorite among corporate designs. It is also loyal and dependable, and a great color if you want to secure trust.

 

Targets:

Intellectual/mind

 

Meaning:

Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm, loyalty, peaceful, harmonious.

 

Green

 Very easy on the eyes, Green is usually connected to nature. It is also appealing to budget shoppers.

 

Targets:

Balance/Nature

 

Meaning:

Growth, harmony, freshness, fertility, financial, stability, endurance, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, eco-friendly, organic, earthy.

 

Yellow

 This fun, positive, and youthful color projects feelings of happiness and creativity. Yellow is also popular with kids.

 

Targets:

Positive emotions

 

Meaning:

Joy, happiness, intellect, energy, honor, loyalty, optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.

 

Purple

 It invokes a feeling of luxury, warmth, and calm. A darker shade calls for sophistication and sharpness.

 

Targets:

Spiritual. Luxury.

 

Meaning:

Royalty, power, nobility, luxury, ambition, wealth, extravagance, wisdom, dignity, independence, creativity, mystery, magic, spiritual awareness, containment, vision, luxury, authenticity, truth, quality.

 

Orange

 Similar to Yellow, Orange is also a fun and playful color. Orange is a great color to use for call-to-action buttons.

 

Targets:

Positivity

 

Meaning:

Joy, sunshine, tropics, enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, physical comfort, food, warmth, security, sensuality, passion, abundance, fun.

 

Pink

 Popular among women since it is a fun, exciting and feminine color. If your products are aimed at women, then, this color is for you.

 

Targets:

Feminity, charm

 

Meaning:

Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species, soft, sweet, health, beauty, romantic.

 

Grey

 Depending on its shade, Gray can also be seen as conservative, elegant and formal and a bit less bold compared to black. Check the shade though, for it can also be perceived as depressing or boring.

 

Targets:

Elegance

 

Meaning:

Psychological neutrality, techy, sleek, modern, futuristic.

 

Black

A powerful and luxurious color, which is why it is popular among luxury brands. If you want to make your customers feel that they are purchasing a premium product, then, choose this one.

 

Targets:

Luxury

 

Meaning:

Power, elegance, formality, mystery, fear, grief, sophistication, glamour, security, emotional safety, efficiency.

 

White

 It is usually perceived to attract creative thoughts, fresh beginnings and a top choice for minimalism.

 

Targets:

Simplicity

 

 

Meaning:

Light, goodness, innocence, purity, virginity, safety, cleanliness, faith, hygiene, sterility, clarity, simplicity, sophistication, efficiency.

 

Once you have selected a color (or colors) in which you felt that will strongly connect with your brand, don’t forget to envision if it will look good in all your marketing materials, online and on print.  There is no need to rush this process for your brand colors will serve as a badge or an identity to your business and it is not advisable to change it too often.

If you want a sound advice or leave it to the professionals, contact us today and we’ll be glad to help you get a head start in your business!

 

 

 

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Wendy Atienza

Wendy handles SEO clients and Social Media efforts for the firm. A Business Administration graduate, she is passionate about taking care of the creative campaigns, with her signature clean canvas. When she is not working, you can find her waiting for the next season of Game of Thrones or in her creative corner doing DIY crafts.
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