The psychology of color has got to be one of the fascinating topics in marketing. Do you ever wonder how the human mind interacts with colors or how colors persuade us to act or think in a particular manner?  Colors, like words, can elicit different emotions and cause us to respond in different ways. You will likely make a subconscious judgment about a person, place, or product based on the color.

When it comes to branding, colors can make or break your brand (depending on your target demography). A brand's choice of color is critical in enforcing its personality and its quality or services. Furthermore, the colors that you use throughout the marketing and product packaging influence the level of brand recognition.

In this article, we will learn about what different colors signify in branding. We will also look at the importance of gradients and how you can maximize user experience with them.

Let’s begin; what do these colors say about your brand?

Red

People tend to have a strong connection to the color red because it is one of the three primary colors. This color is dynamic, and it is a great way to grab attention. Red also enhances our appetite (If you ever wondered why McDonald's or KFC uses it). If you want to get noticed and want people to stop and pay attention to your brand, red is the color. If you are in the food business, then you need to have red as one of your brand's colors.

Blue

The color blue is a safe bet if you hope to appeal to a broad audience. However, it is essential to note that different shades of color have different meanings. Mid to light shades of blue may signify cleanliness, while the darker versions of blue show intelligence, confidence, liberalism, or reliability. In contrast to red, blue is rarely used by food brands as it is said to suppress appetite. Although there is a great misconception about blue being a masculine color, it has been untrue. What comes to mind when you see the color blue? It is a great color to incorporate into your branding- either subtly or unsubtly, depending on the type of products or services.

Green

Green is an emotional color that you can use to showcase many different emotions. Just like the color blue, the various shades of green have different meanings. Typically, the color green has to do with; (clean) energy, freshness, health, nature, or relaxation, to name a few. The color also has strong ties to finance, stability, and harmony. Green is a great color that you can use to stimulate several emotions in people. Due to the diversity in meaning, brands need to be careful with how they use this color.        

Purple

Purple is a rare color in branding, and it is associated with wisdom, class, and respect. It shows royalty, quality, and luxury, and it leaves a lasting impression on (potential) customers. If you are a brand in the beauty or anti-aging products industry, then you may want to utilize this color in some parts of your branding. Purple can also be used to showcase youthfulness and humor in branding (Yahoo, Cadbury, and Tmobile are great examples).

Orange

This color is also an attention grabber, and it can be used across a wide range of industries. It is a great way to showcase a confident, welcoming, and colorful brand identity. Top brands understand the power of this color during sales campaigns (it is a great way to draw in apprehensive shoppers). If your brand is a friendly one that primarily appeals to a youthful audience- like Nickelodeon, then Orange is a great option.

Grey

Although it may seem like an emotionless and dull color, grey is an excellent color for some brands. It is a unique color for marketing en-masse. Brands with a wide range of products can pull this color off (sometimes with some other complementary colors). Grey can also be used to connote functionalism and the longevity of a brand. This is why there are a few brands that use this color as the primary brand color.

Apple is an excellent example of how you can use grey to showcase sleekness, sophistication, and modern designs. Other examples of brands that use grey/silver include; Nissan and Lexus. Grey is one of those colors that you need to be careful to avoid counterproductive results. When misused, the color grey can seem dull or depressing. 

White

In the psychology of colors, white connotes humility, goodness, innocence, softness, cleanliness, etc. White is a tricky color when it comes to marketing because it means different things to different cultures. Therefore, you may want to consider your target audience and how they would perceive this color. For example, in North American culture, white can be used for brands in healthcare or childcare.

However, when used as a background color, white can great for readability (take the ASOS logo, for example, where it is combined with black).

Yellow

Yellow is a great color for brands that want to evoke the feeling of positivity. This is because the light color is reminiscent of the sun, which brings about hope and optimism- the light at the end of the tunnel. The color also represents summertime, which means the idea of fun and great times.  It is a unique color that depicts a creative and energetic brand.

Most brands use yellow as one of their brand colors (either as a background or a border color). It is often a great idea to combine the color yellow with other colors, depending on your brand. A little touch of yellow can help people to associate your brand with positivity.

If you ever wondered why brands like Ferrari or Ikea use yellow, now you know. 

Rounding Up…

Storytelling is a crucial aspect of branding, and with colors, you can tell compelling stories about your brand.

Colors can affect customers in ways that they cannot describe. This is why it is crucial to understand how colors influence the human mind. This understanding will help you create intangible brand assets with colors that align with your brand personality.

You have the power to decide the kind of connection you want to create. When your colors are right, customers will quickly create a mental relationship with your brand name. This connection can last a lifetime when you follow other necessary rules.

How would you want to connect with your (potential) customers? Think about it carefully and act accordingly.

Thank you for reading this article.