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Recognizing color, and ascribing attributes and emotions to it, is something that has been instilled in us by evolution. Our ancestors might not have fared so well if they didn’t know that bright colors in nature could be dangerous, or that it was the purplish berries - not the blue ones - that were safe to eat.
While color today is more about taste than survival, the emotional value we give to it still resonates widely with us - not just as people, but as consumers - making it one of the most powerful tools in the marketing arsenal.
When you’re creating a brand, color is probably the single most important factor impacting your brand visuals. It is the first thing that will signal, subconsciously in the initial split second, what your company is about. Emotions are more important than rationality when it comes to making buying decisions, so influencing them, even subtly, can have a great - albeit intangible - effect.
It’s not all intangible, though. A color like red, for example, can slightly increase your pulse rate and blood pressure, while green can reduce it. Yellow can increase your metabolism and trigger hunger, while pink can reduce aggression in kids.
Given how important brand recognition is to people’s buying decisions, you’ll want to make sure you choose correctly.
Source: https://www.ignytebrands.com/
Blood, romance, energy, and a sense of urgency: red is a dynamic, moving color. Netflix, Virgin, CNN, Nintendo, and the Rolling Stones - all these brands want to get your heart pumping and your blood flowing. Red is also a color of affection, of something warm and familiar. It’s also the most effective color for calls to action - the “Order Now” button will work best when colored red. Coke anyone?
Rise and shine! The color that signals the beginning of the day and conveys everything that comes with that - brightness, optimism, warmth, opportunity. Anywhere you go in the world (except for one location in Arizona), McDonald’s welcomes you with big yellow arches,
On the flip side, it is also a universal indicator for caution - great for a heavy equipment brand like Caterpillar, which wants to convey safety around its products.
Calm, professional, reliable, blue. More than 70% of our planet is blue, and it’s all covered by a blue sky. It’s relaxing, it’s home, and it works. You know can drive a Ford truck anywhere, you know that American Express will take care of you and that Lowe’s will give you the right tools to build your project. You can trust blue, it’s strong, and it’s dependable. Given that blue is the most common favorite color around the world, it doesn’t hurt to throw some in there anyways.
Source: https://www.ignytebrands.com/
You want to make a splash? Do you want attention? Use orange. Orange is visible, it stands out, and it says: “I’m not quite the same as the rest”. Harley Davidson, Nickelodeon, Amazon, Rockstar Games, and Hooters all want to stand out.
The color worn by Roman emperors, purple still conjures a sense of royalty, class, and sophistication - as well as an undertone of mystery. Purple is not for the everyday, it’s for the extraordinary. NYU is a center of knowledge and Hallmark cards are for special occasions, while Aussie will have your hair feeling regal and lush.
Synonymous with nature, health, fresh air, and everything good. Wholefoods sells healthier food than any Walmart, Tropicana is natural (never from concentrate!) and Land Rovers are made for the outdoors.
The only one that represents the absence of color. Pure and sterile, white is the cleanest color, it gives space. There’s a reason why white is synonymous with healthcare branding. It’s also a color of modern, sleek design - it goes with everything, fits just about anywhere, and is a blank slate to build on top of.
The other color that goes with everything. It’s timeless, sophisticated, stylish, and powerful. It’s the opposite of white - not dirty, but not innocent either. It’s a color of high contrast, seriousness, luxury, and power. Beware of it though - too much can veer into the symbolism of darkness, sadness, depression, and even death. Adidas’ iconic stripes, BBC’s block letters, and Prada’s typeface are black, indicating both style and seriousness.
Source: https://coschedule.com/
Are you creating a new company? Rebranding an existing one? Launching a new product? The first thing you should think about when creating the marketing material is what emotion you want to provoke in the audience.
What is it that you want them to immediately feel in the first few seconds of looking at your marketing? Do you want them excited? Happy? Curious? Envious?
Before they even have time to digest any words on the ad or pictures on the poster, the first thing your mind notices is the color, and it’s already started forming an association with it before you're done digesting the rest of the material.
Here are a few things to keep in mind when choosing colors:
If you have an existing brand and are thinking of how to market a new product, remember to keep that color palette consistent across all your branding, even if you style it differently. People will remember the color of a brand better than they’ll remember the brand itself, especially if they’re not already familiar with the brand.
Whether you’re creating content for video, email, over-the-top, or anything else, you can tweak the visuals around but the range of colors should remain the same.
It might go without saying, but colors are not an exact science. There are no precise rules governing what the primary shade on your company’s logo is, and a lot of it will come down to “What am I going for here?”. You have to use your company identity and culture as a starting point. What kind of vibe does your business have? How does it interact with your customers? What impression do you want to leave them with?
For example, if you mainly use blue to market a financial product in the US or European markets, you could certainly do the same for the Chinese market, but it might not hurt to also throw some red in there if your palette allows, as red symbolizes prosperity.
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