Colours and Branding: What Your Hues Say About You
We all know how we feel when we look at a certain colour. Each one symbolises a range of meanings and definitions. Whether consciously or not, colours affect our emotions and sway our behaviour. This realisation is widely used by professionals like decorators, painters, advertisers and designers. Across the globe, the practice of choosing colours is essential to entire industries like fashion, media and printing. This decision process filters all the way down to individuals who pick out their outfit for the day.
So, does that imply that every colour can be used to make every person feel the same way? No, not really. Our understanding of the meaning behind each colour can begin to get contradictory. Let’s take red and blue for example:
Red is commonly associated with:
- Anger
- Pain
- Violence
- Stop
- Criminals/Villains
Blue is commonly associated with:
- Exploration
- Calm
- Quiet
- Intelligence
- Heroes/Protagonists
In this example. Red is interpreted as a negative colour while blue contrasts as positive. However, by switching them around we can see that every colour has positive and negative connotations:
Red can also be associated with:
- Love
- Passion
- Determination
- Courage
- Confidence
Blue can also be associated with:
- Sadness
- Cowardness
- Self-centredness
- Stubborn
- Loneliness
HOW DO WE REACT TO COLOURS?
While our reaction to colours can change, it is clear that colours ultimately have a strong effect on how we feel and act. Historically, marketers have used colours to sway our decision process. For example, items on sale are marked as red to create an urgent “Call to Action” to buy the product immediately. Conversely, blue is widely used in shops to ensure you feel calm and confident when deciding on your purchase.
Whether we think about the colours we surround ourself with or not, it is clear they serve an influential role in our society. So, it is important to examine colours you want within your brand guidelines when you approach the creation of a logo suite, POS, physical storefronts and website themes.
Firstly, try thinking about what you want your colours to say about your brand? What do you want clients to expect from your services? And finally, how do you want to influence your clients?
To get you started, we’ve compiled some symbolic meanings behind common brand colours and their associated effects. While these connotations reflect a shared perception of colours, they are not set in stone. Combing colours with symbols, texts and fonts can completely transform the semiotics of your brand. So feel free to play around and explore how your business identity may be perceived with the following observations:
RED
Symbolises:
- Strength
- Energy
- Passion
- Action
Associated with:
- Motivation
- Stopping people
- Rushing people
- Getting people’s attention
Positive connotations include:
- Love
- Bravery
- Courage
- Determination
Negative connotations include:
- Danger
- Violent
- Anger
- Addiction
BLUE
Symbolises:
- Security
- Exploration
- Tranquillity
- Intelligence
Associated with:
- Relaxation
- Protection
- Clarity
- Building trust
Positive connotations include:
- Confidence
- Peace
- Reliability
- trustworthy
Negative connotations include:
- Depression
- Being slow
- Dullness
- Isolation
YELLOW
Symbolises:
- Happiness
- Positivity
- Loyalty
- Inspiration
Associated with:
- Sunrises
- Energy
- Spontaneity
- Friendly atmosphere
Positive connotations include:
- Creative
- Warming
- Fun
- Humour
Negative connotations include:
- Caution
- Deception
- Egotism
- Childish
BLACK
Symbolises:
- Power
- Elegance
- Smart
- Sophisticated
Associated with:
- Knowledge
- Strength
- Boldness
- Mystery
Positive connotations include:
- Formality
- Prestige
- Authority
- Serious
Negative connotations include:
- Depression
- Death
- Nothingness
- Overpowering
WHITE
Symbolises:
- Pure
- Elegance
- Clean
- Life
Associated with:
- Innocence
- Balance
- Simplicity
- Purity
Positive connotations include:
- Goodness
- Hope
- Clarity
- Sophistication
Negative connotations include:
- Boring
- Empty
- Unemotional
- Isolation
HOW FAMOUS BRANDS USE COLOUR
From small businesses to global conglomerates, the use of colour is vital to establish their brand identity. Some businesses have gone to the extent of trademarking a colour to protect their distinctive look. Traditionally, different industries have embraced similar colours. Such as the use of a distinctive red in fast food logos, green for health brands, purple for luxury, blue for oral health and the use of multi-colour for tech brands:
In our own design process, we ask our clients for examples of logos they like. This open dialogue is a helpful first step to understanding the industry, personality and brand identities that align with their own. This enables us to create a unique design that incorporates cultural interpretations to clients, consumers and audiences.
HOW COLOUR CAN HELP YOUR OWN BRAND
Ultimately, selecting the right colour for your brand is a fundamental step the design process. We can help you select a distinctive and limited colour pallete, that clearly conveys the personality, industry and products associated of your brand. The coherent use of colours across your marketing will help build memorable brand recognition with your target audience.
If this exploration of colours has left you feeling energised by the prospect of updating or choosing fresh colours for your business or new venture, the Yellow Cherries would be delighted to help. Get in touch today to find out more about our extensive range of branding and design services.