THE Psychology of Colours in Branding: Cast Your Shade...

SBD Tunes – Tropical© The Logo Company

The color of your brand/logo helps you stand out from the crowd. It sets your brands messaging tone & aids your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do. Whether you know it or not but colors help you speak the silent language of the mind which help your consumers distinguish you from your competitors. Corporate and SME’s both use color psychology as a branding strategy, to engage potential customers. This strategy plays on the emotional quotient and memories people have tied to color.

Colors influence the visual identity of a brand, which helps the consumers to indulge in choosing certain products over others. Bright shades, hues & tints have the ability to grasp our attention in the crowd. 80% of brands are able to be noticed by their consumers due to their color identity. Colors also have the ability to create a positive image and 83% of businessmen believe that colors on a brand label result in successful businesses. Positive colors include yellow, orange, and red that represent clarity, joy, and ambition. Colors symbolize abstract concepts and affect psychology and emotional factors of each individual differently. Each color has its positive and negative traits to influence human emotions. While choosing the right color for your brand it is necessary to ideate it with what your brand stands for & what your brand offers, after all the color would discern your brand’s personality. The emotions, connection & connotation of the color help in persuasion of a brand’s choice over that of its competitors. Brand’s visual identity appeals to the key consumers and builds a bond between the brands and its consumers. Examples of successful brands based on their colors: Coca- Cola, McDonalds, Wendy’s , Netflix, Harley Davidson, Nikon, Starbucks, Ford, Barbie, Tiffany & Co. The above mentioned brands are able to connect the dots, of their brands vision with that of its purpose & showcase it to the world outside through successfully communicating their message & emotions of Confidence, Energy, Warmth, Creativity, Happiness, Tranquility, Stability, Success, Exclusivity & Luxury.

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