Branding

The importance of colour in branding

At first glance, colour in branding and marketing seems like a small and simple decision to make. It’s just for the background, or possibly even the font colour. In reality, however, use of colour in marketing is a vital tool which could significantly impact how your company is viewed, and its overall success with your target audience.

The science-y bit:

Believe it or not, there is a whole body of psychological research based on the impact of colour in branding and marketing. This research focuses on how we perceive certain colours. Do we associate particular colours with specific emotions or working areas? Or is it an entirely personal thing that each individual interprets differently? In truth, both of these considerations are correct. We all have our own favourite colours, meaning that we associate certain colours with certain emotions or moods. However, colours can also be categorised into 5 Dimensions of Brand Personality, as highlighted in a study conducted by the psychologist, Jennifer Aakar.

–       Red is associated with excitement, innovation, defiance, energy, and passion. It is, therefore, great for news outlets, or creative companies and social media, or any company that highlights fun as a key selling point.

–       Blue is considered to be stable, sincere, intelligent, logical, and friendly, making it a firm favourite among corporate companies in the technology, or even banking industry.

–       The colour green has automatic associations with environmentalism and the earth, which is why it is commonly associated with energy companies or environmental charities. It also promotes ideas of health, well-being, peace, confidence, and reliability.

–       Purple is extremely sophisticated, showing luxury, wisdom, charm, and creativity. This is an excellent colour choice for any company that advertises a luxurious aspect to their business, whether through a specific product or service.

–       Aakar’s 5 dimensions associate yellow with ‘ruggedness’ or a connection with the outdoors (the sun, sand, desert etc). However, there is also a link to positivity and friendliness. Yellow is, therefore, a very versatile colour, and can be successfully used by companies who have a connection to the outdoors or promote a positive lifestyle concept.

Colour is still a very personal thing, however, and may have a different impact on different demographics. If you’re looking to utilise a particular colour palette in a marketing, or advertising campaign, make sure to take in to account how your chosen demographic may perceive the colours presented. A demographic of 18-30-year-old women may see certain colours differently to 45-55-year-old men.

Where do you go from here?

So, we now know that colour has a number of professional, and personal associations, and we understand that different target audiences may respond differently to certain colours. Now is the time to carefully consider your business type, and demographics to find the best colour scheme for your company brand.

The first thing to remember is that your colour scheme will be presented on websites, literature, emails, and any content that you choose to publish. Consistency is key. You will also need to consider an entire colour palette, which will need a background colour, base colour, and accent colour. This will add a level of sophistication and depth to branding, and increase the aesthetic appeal to your audience.

Working in collaboration with a branding and marketing company will help you to identify the perfect colour scheme for your brand identity. They will be able to produce a suitable colour scheme based on your company description, and many other pre-set requirements, to help effectively represent and promote your brand. This company can then ensure that all marketing literature and online content employs this colour scheme.

Bristol-based Bob Design and Marketing  was established in 2006 and has built a solid reputation for creating engaging solutions for brand development, web design, and graphic design.

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