As simple as it would be to say that choosing green in your branding efforts would translate directly into dollar signs, it is a little more complex than that. Color psychology is a complex science that analyzes the effects colors have on human behavior. When developing your brand, how can you be sure you pick colors that accurately represent what you want to portray but also positively affect your intended audience?
Understanding Branding and Image
We are not making the claim that choosing the right colors will automatically bring more sales in the door. Rather, we want businesses to understand the opportunity they have to enhance their sales and marketing strategy. Strategically utilizing the color wheel in your marketing efforts could play a role in boosting or halting your financial growth. A business’s color selections will vary based on industry, products, opinions, and several other factors.
In developing your brand, think about creating one larger piece of art on a blank canvas. A good place to start is with your logo; imagine it right in the center. This is the first key component, as it represents your company and gives customers a first impression of who you are. Each piece that you add to your brand is another brush stroke on your canvas around your logo and your vision for the company’s story. Everything needs to match, look aesthetically pleasing to the eye, and be memorable. You never want to pick colors that do not complement your logo or appear unflattering, and you want a potential customer to remember your painting, i.e. your business.
Mixing Some Colors
Color is everywhere. We are surrounded by it entirely and may not always notice it, but on a subconscious level, our brain has emotional reactions to it. Let’s dig into the psychology of some colors:
Red. This is a powerful color typically used by the fast food industry, as it promotes hunger. (Think Coca-Cola logo.) It evokes passion and excitement, but it can also have negative impacts. Shades of red can also make people feel anger, pain, or danger. Be strategic about how you use this color in your branding.
Orange. An inviting and warm color, orange tends to draw from notes of energy and affability. This color has the potential to make people feel sluggish or deprived, but when executed effectively, it has the opportunity to be fun. For instance, consider the Firefox or Nickelodeon brands.
Yellow. Similar to the sun, yellow represents warmth and happiness. It is a creative color but can also symbolize caution and fear. The McDonald’s logo is the most notable brand that utilizes this color to its advantage.
Green. When people see green, they usually think of growth, nature, and money. In some cases, green can trigger boredom or bland feelings. There are several companies that successfully use green in different industries. Take Starbucks and John Deere for example.
Blue. Just like the ocean, blue has a calming and serene effect on people. It can also be used to represent chilly weather and not carry a lot of emotion. Strategically use this color to develop trust with your customers and strengthen the relationship. Computer company Dell is an example of a brand that uses blue to tell their story. Fun fact: blue is not a natural color seen in food, so it can suppress appetite.
Purple. This color has a level of sophistication and wealth to it. Historically, purple has been used to depict royalty. It can also represent decadence and excess, so use it wisely.
Black and White. Black can also suggest sophistication, but it is a powerful color that takes control. Because of its dark hues, it can also come off as cold, heavy, or sad. The Nike logo takes control with the black swoosh. White and silver tones, as seen in the Adidas or Apple logo, typically make people think of innocence and purity. It usually looks clean but can also evoke emptiness or plainness.
Making Decisions
It’s not only up to you when deciding which colors to utilize in your branding and marketing collateral. It is also up to the customer. It only takes about 7 seconds to make a first impression. In fact, it only takes a customer about 90 seconds to form an opinion about a product they find. More than half of the customer’s determination is associated with the color of the product.
Color is an important component in anyone’s marketing strategy. You can’t mindlessly pick colors and hope it increases sales; it requires thought and planning. It is also more complex than just picking the right tones and shades. Color picking requires informed thought on placement, timing, and audience.
Get in touch with Social Spice Media today to learn more about how we drive sales and create more meaningful connections with your customer base through brand development. We look forward to getting to know you and starting a campaign to advance your marketing goals.
Do you know someone who could benefit from our services? Refer them to us today! Our team is eager to connect with businesses in any industry. We serve the local needs of Ventura County and Santa Barbara as well as anywhere in the United States.
