Color Psychology
The world that we live in is surrounded by ample of colors. A human eye is capable of distinguishing between 100 different shades and after that it can identify upto 1 million different shades.
Each color has a different impact on the mind and senses of a human brain. A human brain reacts differently to every color, depending upon the tendencies.Sometimes, even the same shades of colors have a varied reaction on the minds of viewers. The vibrancy of colors is measured in the terms of tones they possess.
The lighter shades express calmness and the darker shades express energy and strength. Do you know that the colors that you choose for your brand logo says a lot about it. It defines the brand persona. The color that you will choose will define your niche.
There are no laws or rules about the number of colors one should use for a logo but talking about designing and aestheticity, “The Lesser, The Better”.
Using too many colors, may confuse the conveyed about what exact brand personality is tried to be portrayed. Each color has an emotion. Well, there can definitely be exceptions like NBC and Google who have executed the multicolored logo in the best possible way and are carrying it like a boss.
For identifying your brand personality, you need to think of your brand as a person and think about the qualities you want for your brand when people think about it. You will need to think about what your company is really about. Once you get a bunch of adjectives, you will need to know the color scheme.
4 Steps to select The Right Color to make your brand both memorable and recognizable.
Step 1. Understand what
colors mean
•Red
The color red depicts emotions such as energy, boldness, love and dominance.
Eg: netflix, redbull, youtube, coca- cola, KFC
•Yellow
Yellow is a color of warmth, brightness and optimism. Yellow is most used by digital marketing agencies and the companies who provide services.
Eg: McDonalds, Lays, Nikon, IKEA
•Orange
Orange color depicts friendliness, cheerfulness, friendliness, cheerfulness ,impulsivity, fun, playfulness
Eg: Fanta, Nickelodeon, Mozilla Firefox
•Black
Black is a symbol of boldness, confidence, authority, classic
Eg: Nike, Adidas, Sony, Cartoon Network
•Blue
Blue color integrates trust, security, tranquillity, openness, calmness or assurance.
Eg: Facebook, Chase, State Bank of India, Twitter, Samsung
•Green
Green color is a symbol of prosperity, freshness, stability ,environmental or organic.
Eg: WhatsApp, Bing, XBox, Starbucks, Mountain Dew
•Purple
Purple color is a color of royalty, sophistication, elegance, imagination, creativity, spring.
Eg: Yahoo, Discord, Cadbury, Taco bell, FedEx
•White
White color is a color of softness, purity, virtuousness, peace, royalty
Eg: Gucci, Crocs, Nissan
Step 2. Determine the essence
of your brand
First and foremost, determine what your brand is all about. Knowing what your brand’s goals are and how you want your target audience to feel can help you choose the right shade for your brand.
Consider the following aspects of your brand:
Do you want your customers to be happy, wealthy, or well-informed as a result of your brand?
Do you want your target audience to feel upbeat, confident, or knowledgeable?
Is your brand lighthearted, serious, or inspirational in nature?
Step 3. Examine the colors of
competing brands.
Colors for a brand should stand out or be instantly recognizable. You don’t want your product to look the same as your competitors’, whether it’s online or on the shelf.
It’s easy to miss a product when it appears the same as everyone else’s. Instead, consider what more your brand or product does besides the obvious.
Sunscreens are frequently seen in a sea of yellow, while IT businesses are frequently seen in a sea of blue.
A sunscreen may provide sun protection, but if it is created in a sustainable manner, you can use green color for the packaging.
Construct a mood board of your competition to see how you can stand out from the crowd and avoid being lost in the crowd.
Step 4. Colors and their
variations
This type of advertising includes celebrity and influencer marketing. We can let celebrities tell their story with reference to a particular brand.
Like the Prega News ad where Ms. Kareena Kapoor Khan shares her side of story during the pregnancy by relating it to the brand she is endorsing.
•Color Palettes
Variations of the fundamental hues red, yellow, and blue are referred to as this. As you may recall, depending on how these three colors are blended, they can produce any other hue
•Shade of Color
When black is applied to a color, the amount of shade relates to how much black has been added.
•Hue Tint
Color saturation, often known as tone, is the degree to which a color is saturated.
•Color Tone
This is when you add both black and white to a color to change its appearance.
Now is the time to put your research into action after you’ve identified your hue and built a palette of supporting colours.
Make sure your chosen colours have the desired effect and can be used in a number of ways across all of your touchpoints.
Here are some examples of places where your brand colors could be seen:
•Emails, logo, and website
•Advertisements & Social Media
•Uniforms for employees
•Events
Test your colors in one or two formats before committing, such as social media or printing business cards.
