Colours are a very important part of any brand, the choice of colours could either make or break a brand, as they are easily used to convey information and evoke emotions.
What are brand colours?
These are usually two to five consistent colours used to represent a particular company. Since your brand colour is the first thing consumer’s connect with, it is ideal to make a good first impression. According to a study by Satyendra Singh on the Impact of colour on marketing, effective use of colours will not only help differentiate products from competitors, but will also influence moods and feelings, either positively or negatively.
When building a brand image, one must understand the concept of colour theory and how to combine it, because your choice of colours will play a major role across various aspects of your brand, such as the website, logo, mobile app, advertisements and the likes. In this case, you do not pick a colour for your brand because it is your favourite colour or because it looks pretty. You need to understand why specific colours matter to your brand and its overall wellness.
Psychologists believe that each colour depicts a certain kind of emotion and thoughts, these emotions are thereby attached to a brand, hence, they become a part of that brand’s identity. This is why brands are advised to stick with two to three colours that really strengthens their brand’s association.
How does one determine the right branding colours?
First, you need to understand the emotional associations of each colour and the type of business you run. Using a colour scheme appropriate for a financial institution on an eatery or restaurant will be a disaster.
As mentioned earlier, colours are associated with meanings as they are capable of evoking emotions. Furthermore, looking at the areas branding colours can be used, include website, mobile app, web app, company’s logo, in-store design, outdoor design, adverts, social media, business cards, company uniforms, among others. A strategic and consistent use of brand colours can enhance brand awareness, which leads to an increase in engagements. No well-known brands chose its colours by accident, it has always been a deliberate act to meet a greater cause.
Understanding colours and their meanings
Let us note that a particular colour could have more than one meaning, there have been several studies on colour theories, but the following is a summary to give an idea of colours and their meanings.
Yellow represents happiness, fun, optimism, positivity, warmth and hunger. Brands such as Chicken Republic, McDonalds, Mega Chicken, Burger King etc. adopted yellow as part of their brand colours because it is associated with what their brands actually represents.
Red evokes passion, excitement, energy and anger, it represents the colour of love and also commands attention. Many food franchises include red to their colour scheme as seen above because it creates excitement and energy.
White depicts purity, virtue, cleanliness, elegance and affordability. It often comes with the feeling of minimalism and simplicity. Example of brands that uses white are adidas and coca-cola.
Orange shows vitality, playfulness and friendliness, it also portrays energy, balance, health and enthusiasm. Examples of brands with an orange themed logo are: Nickelodeon, Mirinda and Fanta.
Blue is associated with trust and reliability, which is why financial institutions are fond of adding blue to their colour scheme. Some of these brands are First Bank, Visa, Facebook, Ford and Chase Bank.
Green is associated with nature, health, growth, sustainability, prosperity and stability, It can also evoke the feeling of wealth. Examples of brands that make use of green are Starbucks, Tropicana, Animal Planet, Whole Food and Heineken.
Black in most cases evokes the feeling of modernity, luxury, elegance and power. It heads towards minimalism, which is why fashion industries as well as footwear companies make use of this colour. Examples are Chanel, Nike and Apple. Some brands could adopt black fully as seen below or partially, like Chase Bank.
Multicolour evokes the feeling of diversity, an example of brands that adopted the use of multicolour is Google and Multichoice.
In summary, to get the right brand colour or colours, understand colour meanings and their associations. Create a brand identity and consider your competitors when picking a brand colour. This write-up did not cover all the colours and their meanings. There are several studies on colour scheme and meanings, which you should check out if you want in depth information.