Color psychology and visual marketing.
Colors can influence how we feel, think, and behave, with some colors even eliciting strong emotional responses.
People, including potential customers, have psychological ties to different colors, and strategically using branding colors and logo colors can have a significant impact on how your brand is perceived by your audience.
Here’s what the rainbow colors (plus a few extras) can do for your brand identity:
- Red: Red is the color of passion and excitement. It’s the perfect choice if your brand identity is loud, youthful, and exciting.
- Orange: Orange is another high-energy color and is great if you want to appear friendly and playful. It’s used less commonly than red, so will also make you stand out.
- Yellow: Yellow, the color of sunshine, is all about happiness. The cheerful vibe makes it a good choice if you want to feel fun, accessible and affordable.
- Green: An incredibly versatile color, green can be used for just about any brand. Culturally, though, when people see green, they think two things: money or nature. If your brand is tied to either of those things, green is an especially good choice.
- Blue: The most universally appealing color in the spectrum, blue can help your branding to appear more stable and trustworthy, so if you’re looking to appeal to a wide demographic—and get them to trust you in the process—go with blue.
- Purple: Purple is the color of royalty, so if you’re going for a luxurious feel in your branding, this a safe bet.
- Pink: Right or wrong, pink is culturally tied to femininity, so if your brand is targeted towards women, pink should be a definite contender for your brand color. It’s also a great color for brands with a soft or luxurious identity.
- Brown: Brown is perhaps the least use color in all of branding, but that could actually work to your advantage! Any time you do something different, it helps you stand out. Brown can also help people to view your brand as rugged or masculine.
- Black: If you want to be viewed as modern or sophisticated, there’s nothing as classic and effective as black.
Companies have used color as a powerful visual marketing tool for decades because it plays such an important role in influencing people’s perceptions.