When it comes to colour in logo and brand design it is often treated as a nicety rather than as an integral part of the brand message. By learning to use colour your brand can have a much larger visual and emotional impact.
In this video, you will learn how to use colours and apply them to your branding to create an emotional response from your target audience.
How does colour affect your brand perception?
Transcript of video:
Did you know that the colours that you’ve chosen for your brand have an emotional response with your viewer?
Hey, there. If I were to ask you what emotional response do your customers get from the colours that you’ve chosen for your brand, would you know? Would it be something that you’ve thought about when you’ve developed your brand, or have you just picked a colour that you personally liked? Colours have an amazing effect on people. Someone could look at your brand identity and form an opinion of your brand without ever trying your service, sampling one of your products, meeting you, meeting any of your staff. Colour will already start to form an opinion in their head of what your brand is all about.
In this video, what I’m going to do is I’m going to pick the main colours, run through them and give the positive effects and positive words and emotions that these colours can set off in someone’s mind, but also some of the negative wording that can be set off in people’s heads when they look at a colour. Let’s make a start on that.
The first colour that we’re going to look at is blue. The positive connotations that we could have from blue would be that it’s honest. It’s calm. It’s trustworthy. It’s caring and it’s secure. We find a lot of financial institutions use blue for their branding. The downside of blue though is that it can also come across as cold or miserable.
Next up, we’ve got red. I like red. I have red in my branding. The positive effects of red would be things like it’s dynamic. It’s passionate. It’s exciting. It’s got energy and it’s also associated with love. The downsides are that it’s also portrayed as dangerous and angry.
Next up, we’ve got orange. Orange is friendly and sociable. It’s happy. It’s warm and it’s confident, but it’s also used for signs that display on trucks carrying toxic wastes. It has that connotation as well. It’s also relatable to sluggishness.
Following that, we’ve got yellow. Now, yellow is sunshine. That’s the first thing people think of with yellow. It’s playful. It’s optimistic and it’s joyful. The negatives of yellow, unstable and a bit irresponsible.
Next in our list, we’ve got green. Now, green is organic. It’s fresh. It’s to do with health. It’s natural and it’s also caring. Then, again, we got some negatives and those are envy and jealousy.
What about purple? What do we associate with that colour? The positives would be luxury, royalty, spirituality, ambition and wealth. Negatives, moody, and a bit funereal.
Then we’ve got my second favourite colour, which is black. The positives for black, sophistication, authority, elegance. It’s dramatic and it’s also … It’s not a word I like to use, but a lot of people would say it was classy. The big drawbacks to black, it’s associated with death and with evil.
Then we’ve got the opposite of black. We’ve got white. White can be seen as pure, fresh, goodness, innocence and clean. Its drawbacks are it can give feelings of isolation or emptiness.
Those are single colours that you could use in your brands. What if you want to go for multiple colours like Google who have multiple colours? What does that give across when people are thinking about it? Well, if you use multiple colours in your logo, the positives for that would be that it’s bold. It’s positive in itself because you’re using quite a few colours. It’s playful. It can represent multi-channels in the brand and it’s boundless. It’s not constrained by any one colour. The negative to multi-colour logos is they can, if they’re not carried out well, they can look a bit childish, which would affect people’s feelings on your brand in that way.
As you can see, colours have got quite a lot of effect on your brand. During the branding process or even afterwards, you can still go back, have a look at what you’ve chosen and see if it’s what you want to reflect outwards from your brand to your audience. If it’s not, maybe have a little look and a little think about how you do want to be perceived and take a look at a colour chart. Until next time. Stay creative.