It’s impossible to mistake the vibrant and punchy red of a cola can in any shop. The importance of colour is not only pleasing to the eye but is a strong form of communication for your businesses.
It’s a known fact that most people will recognise colour more than any shape, number, or word, which means it’s the most important thing for a brand to use correctly.
Consistency in Colours
Following the release of the hit film ‘Barbie’ we can learn a lot from our blonde friend. Barbie’s signature pink was used to attract their target consumer of young girls, and although the brand’s logo style may have changed since its first design in 1959, its signature pink has stayed consistent throughout. Barbie is so synonymous with the pink, for their billboards, they could just use plain pink with a tiny detail of type to show the release date. Making the brand instantly recognisable to the public. It is a perfect example of how colour can be key in marketing and branding.
Identifying a key primary colour and a secondary colour is a crucial step in creating a top brand identity. Using these colours consistently will keep them front of mind and make them easily recognised among a sea of busy colours. Following these select colours throughout your campaigns will keep increasing your brand’s awareness.
Brand colours should appeal to the target market and should complement the archetype of your brand. If you have an outdoorsy business why not investigate the natural colours that surround your industry, like dark forestry greens and bright ochres?
Colour can not only mean a business is easily recognised but can evoke feelings.
Evoking feelings
Colour psychology dates to the 19th century, which researches the effects of colour on human mood and behaviour.
But colour psychology has been around a lot longer than that. For centuries different cultures have been adopting symbolisms of colour. In Chinese culture, red is often seen as a happy and joyful colour whereas in the UK and Europe, people could associate the colour with negative emotions[1]. It’s important to consider cultural factors when applying colours to your branding.
Applying the right colour psychology to a brand can increase a personal association with the meaning and context that a brand sits within. If you were creating a high-end luxury brand, darker and pastel colours (like white or navy blue) are often used as they appear elegant or sophisticated. Take the NHS branding, a prominent blue use to make us feel reassured and install trust in their services, Or the happy yellow of the MacDonald’s logo, creating smiles across the world.
Understanding what emotional impact colours could have on your market will help to create a well-rounded brand identity, which can be used throughout a marketing campaign.
Colour is one of the greatest and underrated tools in branding and marketing.
Knowing the psychology of colours can help to identify what type of colours suit your brand and how relatable it will be to your audiences. Using these colours consistently through social media, websites and printed material can help make your brand POP in a busy and saturated world.
If you’re interested in adding a splash of colour to your brand identity and marketing campaigns, get in touch today at hello@korero.co.uk