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Vaiva Lilith

Colours in branding

colours

When it comes to branding, the power of colour is both emotional and practical. On an emotional level, it can affect how consumers feel when they look at a brand, while on a practical level it can help a brand stand out in the crowd.

A number of studies on the relationship between colour and branding reveal that up to 90% of snap judgments made about products can be based on colour alone, that colours influence how consumers view the ‘personality’ of the brand in question, and that the relationship between brands and colour hinges on the perceived appropriateness of the colour being the right ‘fit’ for the particular brand.

When you learn the psychology behind colour, your branding colours can speak and attract your most valuable clients. People are visual beings and colour evokes emotion, reinforcing your brand characteristics.

For your business branding, you can use colour to gain your audience’s attention, put them in a specific frame of mind, and positively impact their emotions.

colour-red

RED

Red – For Danger, Passion, Excitement & Energy

Red is the colour of fire, danger, and blood on one hand; and love, sexuality and passion on the other. It is a bold, energetic and lively colour that can symbolize strength, confidence and power.

Red is probably still one of the best marketing colours you can use to attract more attention. It’s associated with passion and excitement as well as with creating a sense of urgency.

Meaning:

  • Power

  • Passion

  • Energy

  • Fearlessness

  • Strength

  • Excitement

colour-orange

ORANGE

Orange – Fresh, Youthful, Creative & Adventurous

Blending the warmth of red and the optimism of yellow, orange communicates activity and energy.

Meaning:

  • Courage

  • Confidence

  • Warmth

  • Innovation

  • Friendliness

  • Energy

colour-yellow

YELLOW

Yellow – Optimistic, Cheerful, Playful & Happy

Yellow communicates cheerfulness, friendliness, joy and energy, it can also be associated with mental clarity and intellect. Yellow is the colour we notice fastest, especially in our peripheral vision, which explains why it is used for tennis balls, police tape, security vests, road signs, and school buses. It is also a colour often used by many companies to signify optimism, enlightenment, and happiness.

Meaning:

  • Optimism

  • Warmth

  • Happiness

  • Creativity

  • Intellect

  • Extraversion

colour-green

GREEN

Green – Natural, Vitality, Prestige & Wealth

Green has two very common meanings that are quite paradoxical; one being nature and the environment, and the other being finance and wealth. When it comes to nature, green represents plant life and growth and is consequently used to convey being ‘green’ in the environmental, sustainable, organic, natural sense of the word. It is also associated with wealth and stability.

Meaning:

  • Health

  • Hope

  • Freshness

  • Nature

  • Growth

  • Prosperity

colour-blue

BLUE

Blue – Communicative, Trustworthy, Calming & Depressed

Blue is a favourite colour for companies that wish to convey reliability, trustworthiness and communication and for expressing the authority and officialdom of organizations. It is also appreciated for it’s calming and harmonious qualities being associated with the sea and sky.

Meaning:

  • Trust

  • Loyalty

  • Dependability

  • Logic

  • Serenity

  • Security

colour-purple

PURPLE

Purple – Royalty, Majesty, Spiritual & Mysterious

Purple is traditionally associated with royalty, majesty or nobility as well as having a spiritual or mysterious quality. Darker shades often represent luxury or opulence while lighter lavender shades are quite feminine, sentimental and even nostalgic.

Meaning:

  • Wisdom

  • Luxury

  • Wealth

  • Spirituality

  • Imaginative

  • Sophistication

colour-pink

PINK

Pink – Feminine, Sentimental, Romantic & Exciting

Pink has long been associated with females and is often viewed as being ‘girly.’ Pale pink represents sweetness while dusty pink can be more sentimental and light pink more romantic.

colour-brown

BROWN

Brown – Organic, Wholesome, Simple & Honest

Brown represents a feeling of wholesomeness, orderliness, and being grounded. It is simple, strong, durable and honest.

Meaning:

  • Seriousness

  • Warmth

  • Earthiness

  • Reliability

  • Support

  • Authenticity

colour-black

BLACK

Black – Sophisticated, Formal, Luxurious & Sorrowful

Black represents power, luxury, sophistication and exclusivity on one hand; and death, evil and mystery on the other. From formality to mourning to power, black is bold, classic and not to be fooled with.

Meaning:

  • Sophistication

  • Security

  • Power

  • Elegance

  • Authority

  • Substance

colour-white

WHITE

White – Purity, Simplicity, Innocence & Minimalism

Meaning:

  • Cleanness

  • Clarity

  • Purity

  • Simplicity

  • Sophistication

  • Freshness

The meaning of Colours in Different Cultures

It’s important to understand that the meaning of colour differs from one culture to another. While one colour may have a positive connotation in one culture, that same colour may have a negative connotation in another. It’s something you need to be aware of, and to be very careful of, if you have a global brand.

RED

Asia

Good luck/ bride/ long life (China), purity, fertility, power (India), earth (aboriginal), life (Japan), sacrifice (Hebrew)

Europe

Communism (Russia), danger, love, Christmas

Africa

Mourning (South Africa), chiefs (Nigeria)

Americas

Success triumph (Cherokee)

ORANGE

Asia

Sacred (Hindu), happiness

Europe

Religion (Ireland), Halloween

Americas

Halloween

YELLOW

Asia

Nourishing, royalty (China), courage (Japan), wisdom (Buddhism), sacred (yellow), mourning (Burma)

Europe

Cowardice, hope, hazards (with black), Royals (Netherlands)

Africa

Mourning (Egypt), prosperity (Middle East), highest ranked people (Africa)

GREEN

Asia

Adultery (China), hope (India), new life, fertility (China/Far East), eternal life (Japan)

Europe

Irish, spring, Christmas, good luck, jealousy

Africa

Corruption, drug culture (North Africa), hope (Egypt), strength/fertility (Middle East), prestige (Saudi Arabia)

Americas

Death (South Am), money (USA)

BLUE

Asia

Mourning (Iran, Korea), immortality (China), Krishna, sport (India)

Europe

Depression, right wing (UK), tradition, authority, calm, Christ, Virgin Mary

Africa

Protection (Meast), mourning/ spirituality (Iran)

Americas

Trouble (Cherokee), mourning (Mexico), liberalism (USA)

PURPLE

Asia

Mourning, misfortune (Thaailand, Korea, China), wealth (Japan), sorrow (India)

Europe

Royalty, mourning

Africa

Mourning (Middle East)

Americas

Mourning (Brazil)

WHITE

Asia

Death (China, Japan), funerals, unhappiness (India)

Europe

Weddings, angels, doctors, peace

BLACK

Asia

Wealth, health (Far East), evil/ ward off evil (India), bad luck (Thailand)

Europe

Death (Japan), funerals

Africa

Funerals, death, evil (Middle East), wisdom (Africa)

BROWN

Asia

The land (Aboriginals), mourning (India)

Europe

Dependable, wholesome

Americas

Disapproval (Nicaragua)

Choosing the right colour for your branding is incredibly important for creating an effective brand and you need to make sure that you keep that in mind at all times – especially if you plan on expanding your business globally.

Tagged with: Business, Colours, Design

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