How to use the power of colour in branding
Colour in branding matters in the world of brands and plays a pivotal role in all our visual experiences and communication.
Brands and colour are inextricably linked because colour offers an instantaneous method for conveying meaning and message without words. Colour is the visual component people remember most about a brand followed closely by shapes / symbols then numbers and finally words. People see colour before they absorb anything else. Therefore, most recognisable brands in the world rely on colour as a key factor in their recognition.
Research has reinforced that:
- 60% of the time people will decide if they are attracted or not to a message – based on colour alone!
- Colour can increase brand recognition by up to 80 per cent.
The influence of colour in branding
Colour bisects the worlds of art, psychology and culture, influencing behaviour and creates meaning both consciously and subconsciously.
Colour can be used as a communication tool to reflect our internal states both in a personal-sense (your choice to wear a bright turquoise shirt today), and in the worldly-sense (where cultures reject or embrace particular colours). Colour signifies motives and can even be used to shape people.
Colour is very subjective, and it varies from person to person. Over time particular colours can remind us of brands, feelings and moods. Our past experiences, along with being immersed in a culture which applies certain conventions to colour-use, contributes to this. As a result, we can study the generalised effects of colour on people and use this to better communicate visually with our audience. Since 1666 when Sir Isaac Newton devised the first colour wheel the psychological effects of colour have been studied and used to great effect within brand identity design.
What does colour say about your brand?
The following graphic shows how global brands work alongside their respective studied emotions of their colour.
Tap into the power of colour to express your brand attributes and values
Have you ever wondered why colour is so significant in identifying brands? Red is associated with Virgin. Blue is the preferred colour for NHS, Ford and Facebook. These large corporations have developed a confident brand identity by using logos with particular colours.
Colour in branding also plays a vital role in retention, it stimulates the senses and delivers a message in half the time text does.
Colour in branding psychology is the study of how colours affect our emotions and decision-making processes. It is a sub-discipline of behavioural psychology since it studies and identifies behavioural responses to colours.
The branding process is very important. Defining your brand identity is critical as this will help you stand out from the crowd. Finding the right colour to best identify your brand is not as simple as picking out colours from the colour wheel, it takes time.
Identifying the most appropriate dominant colour to use is essential to the success of your branding campaign. Prominent colours significant to your brand, mission and vision must be apparent in all your promotional materials, which necessarily include literature, product packaging and exhibitions.
When it comes to deciding which colour to use in developing your brand identity, remember that it should be the colour that particularly relates to your brand and it should be able to set you apart from all other trademarks, especially your competitors.
A successful branding campaign can hinge on colour and how efficient, effective and persuasive it can be when properly used in visual communications.
Ready to inject some colourful flair into your brand?
Choosing the ‘right’ colour for your brand isn’t easy, but it is important, and you should spend some time choosing the colour(s) you think best represents your brand.
Start with these questions:
- What words represent your brand’s personality?
- What colours represent those words?
- What colour suits the characteristics of your product / service?
- What colours do your competitors use?
If you refer back to my previous article How to build a stand-out brand identity, colour can help create that unique feel, make your brand memorable and bring a feeling of consistency within all your marketing communications.
If you feel that your colours are not supporting your brand or sending out the wrong message, feel free to give us a call on 01293 886805 or email us.
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