Psychology Of Colours And The Effect On Branding


Colours are powerful.

The psychology of colours is real, and shouldn’t be underestimated. Especially when it comes to your business and choosing your brand colours.

Colours are everywhere – and can affect our decisions in many different ways. You may not even realise it, but every encounter we have with colour is linked to our emotions.

Our experiences are not the only thing that is affected – the right colours are also practical for your brand. They can either make you blend in with your competitors or stand out from the crowd.

Food packaging, custom gift boxes, office walls, bedrooms walls… even the clothes we wear. It can be argued that, everything we choose to do, eat or purchase is largely based on the colour and packaging.

Many different companies, as well as entire industries use colours to tap into people’s emotions for their own benefit. Unconsciously, different colours can affect our mental state.

Brand Recognition

Branding alone is powerful. Your brand provides the idea and message of your company and goes beyond your name, message and logo.

The colour you choose for your brand can make a huge difference. It’s a way of expressing meaning and value, without using any words. Understanding how you can leverage the psychology of colours to enhance your brand and recognition can be a valuable asset.

When purchasing a product or service, we prefer brands we recognise. Brands are most likely to be recognised and distinguished from others by their colours.

A brand will be made up of several elements, but colour is the most important. Colours increase brand recognition and are what distinguishes brands from others.

Different colours mean different things to consumers. Your brand and chosen colours will create a personality of its own.

This isn’t just speculation – psychologists have conducted various studies over the years and have evidence that strongly suggests the colour of psychology is used by various artists to communication meaning and emotion, as well as advertising designers to express ideas and values from brands. One particular study, by the University of Missouri-Columbia concluded that the colour of a logo impacted how customers responded to it. Blue was portrayed as reliable and yellow represented fun and happiness.

Different Colours and Their Meaning

Whether you work in design, marketing or own your own business, having an understanding of what different colours mean and how they can affect your branding can have a huge impact. You don’t want to send the wrong message, or have people confused as they are less likely to choose you over your competitors. Here are the most common colours and the emotions that are linked with them.

 

psychology of colours

It can be quite overwhelming when looking at all the colours and designs, when trying to choose your logo and overall brand. It won’t be easy, but it’s vital to your brand. You don’t want to have to spend more time and money down the line, re-branding because the first didn’t work.

Some of the following questions may help:

  • What words represent your brand personality?
  • What’s the tone of your brand, playful/serious?
  • What message are you trying to get across?
  • Is your brand traditionally masculine or feminine?
  • What kind of energy do you want your brand to have, loud or serious?

All the while the use of colours in order to evoke an emotional attachment may work wonders, as a business you also need to know that there are other factors that contribute to your brand. Customers may choose you over your competitors because you are local, more human brand, personal preferences, experiences, upbringing, cultural differences and just all-round better designed that your competitors. Just having a clean, well thought out and designed logo can go far.

While all these factors play a huge part in ones brand, studies have found that up to 90% of snap judgements made about products can be based on colour alone. The same study suggested that using this information, we have the power to enhance moods, change our appetite and change the perception of waiting times. So, as a business, why would you not want to leverage the psychology of colours in your brand, to put you above your competitors?

With beautifully made, bespoke branded packaging, you can really put your business at the forefront of your industry and customise your brand colours.