When designing your brand identity, did you think about the psychological effects that different colors have on people?

In an article by G2 Learning Hub, the author discusses the importance of this often-overlooked topic.

Whether you already have your branding figured out or are stuck on the design; it is essential to understand how color plays a significant role in how people will react to your brand / product. Color can determine a person’s gut reaction, purchasing behavior, and problem-solving skills. 

The Fundamentals of Color Theory

Different colors can evoke a range of emotions, moods, and atmospheres. Below is the list of standard colors and the types of feelings they tend to project:

• Red— aggressive, urgent, passionate
• Orange— energetic, playful, affordable
• Yellow—friendly, happy, attentive
• Green— growing, prosperous, natural
• Blue— trustworthy, inviting, calming
• Purple— luxurious, royal, sensual
• Black— sophisticated, edgy, mysterious
• White— clean, innocent, healthy
• Gray— formal, gloomy, traditional
• Pink— youthful, feminine, romantic
• Brown— rustic, stable, manly

Researchers have found that the psychological connotations change depending on where the color falls on the rainbow (also known as a hue). A bluish-green hue has different connotations than its parent colors and a greenish-blue. 

Tintscan affect the properties of colors. Whether you mix the color with white or black, you can change the tint by making it darker or lighter. 

By using different hues, tints, and shades, your company can create an entirely customizable brand.

Now, How Do I Decide?

A recent study found that 48% of business owners did not research the implications of different colors before choosing them. Another 65% chose colors based on their personal preferences, rather than what the color might mean for all. 

A business must begin to understand what type of emotions they want their brand / product to evoke or who to appeal to. Who is your audience?

Some suggestions for figuring out your business’ colors:

• If your brand is not clearly defined, make a list of 30 or more adjectives to describe your business. These adjectives must encompass the brand’s ideal personality and the audience you are trying to communicate to.
• Research other businesses in the same industry to see how they use colors. You can choose to follow suit or stand out with a different color. 
• The website 99designs.com can help businesses who are either re-branding or just starting. The site offers an interactive tool that assists a business in finding their primary color. 

When you find and decide on your brand’s colors, it is crucial to stay consistent. Use your primary colors in your logo, website, in-store décor, product packaging, advertisements, and promotional materials. Being consistent with your color throughout your business will strengthen consumer’s association with your brand. 

Is it time for your business to re-brand? Or if your business is in the beginning phases, will you consider color theory when coming up with your brand identity?