When you’re deciding which direction to take your branding in, understanding how colors are perceived can be a tremendous help. We’re all familiar with the hunger-inducing red and yellow of the nation’s top fast-food chain, but even for smaller brands, the colors of your logo and branding materials convey a story to your consumers from the moment they set eyes on it.
With a simple color palette update, you can transform your brand from something predictable into something intriguing and ensure your customers are getting the right impression from the moment they lay eyes on your materials.
Why Color Matters to Your Audience
A brand’s logo and color scheme is often the first indication that consumers get regarding who you are. Before they even know exactly what your company does, they’ll observe your branding and form impressions (both conscious and subconscious) on what they see. That’s why when it comes to branding, color is one of the most powerful tools available.
The Psychology Behind Common Branding Colors
While there is no “best” color, understanding how your audience will perceive the hues you choose can help you make a conscious choice about what you’re trying to say. Here are some of the most common branding colors around and why they work:
Red – Red is considered a strong color for a good reason. Commonly used on road signs or warnings, red evokes clear emotions. It’s a great way to convey a sense of authority and finality to an audience.
Yellow and Orange – Sunny, bright, and breezy, yellow and orange tend to convey a lighthearted and positive brand message. Bright shades are commonly used for children’s advertisements, but pastel or deep hues can be good for any company looking to brighten up their branding.
Green – Green is intrinsically linked to nature in many minds, so it can be a smart color for brands in the ecological or sustainability space. It also provides a generally bright and fresh feeling, making it a good choice for restaurants in the farm-to-table space or any brand that wants to invoke an outdoorsy feel.
Pinks and Purples – Pinks and purples are a fairly non-traditional color for branding, which can be perfect for a business looking to stand out from the crowd. Because they are rarely used, they tend to have a calming yet intriguing presence for consumers.
Blue – Blue is one of the most common branding colors because it promotes trust and security amongst consumers. It is serious but also implies depth, making it a top choice for financial institutions and banking clients.
Blacks, greys, whites – Many brands are leaning towards these basic hues for a minimalist approach, resulting in a modern and timeless feel. This can be used both as a way to show a no-frills approach to advertising or as a way for more modern companies to stand out from their bright-toned competitors.