The right brand colours for your business are very important. Colour has the power of persuasion and creates an expectation of what to expect from a brand.
Consistent use of strong brand colour builds trust and familiarity, which when taken away or changed will cause a disconnect and confusion with customers. A green Shell logo and red and yellow BP looks very wrong! You instantly feel that the BP logo is now very aggressive and uninviting whereas the Shell doesn’t look as striking.
Simply, colour psychology is a person’s reaction to a specific colour. When you see a certain colour, you subconsciously react in a specific way. This comes from years of conditioning from birth and is specific to different cultures. We actually use colour psychology everyday without even knowing it! Red is associated with creating feelings of hunger, excitement and is associated with discounts. If we asked you to picture your favourite fast food restaurant, there is a high chance that their logos contain the colour red. A study of the world’s top 100 brands (by brand value) showed that the most popular logo colour is blue, followed by red and black.
Why is it so popular? Blue is a cool colour often associated with trust and stability. It is a safe colour. Dark blue brings security, professionalism and formality whilst light blue is more calming and lends itself to tranquility, trust and openness.
Red, the next most common colour as it portrays energetic and attention-grabbing, showing excitement, strength and power.
Black, a close next to red is associated with prestige and power as well as glamour, luxury and elegance.
Green tones range from freshness, harmony and growth over to wisdom, serenity and loyalty at the turquoise end.
Purple to mauve colour bracket represents quality, truthfulness and sophistication through to serenity at the lighter end of the spectrum.
Lastly, orange is playful, enthusiastic, happy, friendly and connected.
Colours are most effective when consumers believe that the brand’s colour “fits” the brand. Colour should align with a brand’s personality rather than aim for a certain preconceived expectation based on your industry. There is no right or wrong, but strong use of colour plays a very important role in brand awareness and credibility.
Does your brand need a colour refresh or are you looking to develop a new brand? Speak to the colour professionals at Mela Creative today.