How to choose color for your brand to form the right perception of the audience?
Before making a decision about the color palette you need to ask yourself what problem your product is going to solve and what emotions your potential customers are supposed to feel.
Color psychology is the study of how colors affect perception and behavior of potential consumers.
Why are McDonalds and KFC using bright red and yellow?⠀
Well, according to some studies those two colors create the instant desire to hurry up: eat fast and leave which is the fast food main concept.
So using some knowledge about the psychology of color you can create an intentional image of your product for customers.
Red
Strength, energy, passion, fearlessness, adventures
Psychology of red:
Causes a burst of emotions: positive and negative.
Creates a feeling of rush which often used in sales
Stimulates appetite, often used in food industry
Stimulates heart rate, often used in ads of sport cars and lingerie
Brands that use red as their color
Yellow
People who like yellow are impulsive, independent and achievers.
Optimism, happiness, joy, danger
Draws attention
Creates feeling of positivity and optimism.
Brands that use yellow as their color:
Green
Health, benefits, freshness
People who prefer green are considered to be friendly and open
Relaxing for eyes and often used as a symbol of health
Strongly associated with freshness and rejuvenation
Popular among eco-friendly brands and pharmaceutical brands
Associated with wealth, popular among financial institutions.
Brands that use green as their color:
Blue
Trust, loyalty, logic, serenity
People who like blue are social, loyal and polite.
Has relaxing effect.
Color of strength and freedom.
Symbol of tranquility and peace.
Brands that use blue as their color:
Orange
Friendliness, warmth, energy
People who like orange color are considered competitive and adventures.
Creates positive emotions and feeling of joy.
Seldom used by luxury brands.
Brands that use orange as their color:
Purple
Sophisticated, exquisite, rich, unique
People who like purple are sensual and generous.
Often used by luxury brands.
Considered extravagant, therefore needs to used carefully.
Dark shades considered relaxing and often used for “feminine” brands.
Brands that use purple as their color:
Pink
Passion, creativity, enterprise
People who love pink are spiritual and practical.
The most often associated with femininity.
Often used in creative industry.
Good secondary color.
Brands that use pink as their color:
Black
Elegance, safety, authority.
People who love black are serious, confident and determined.
Often used by luxury brands.
Associated with influence and power.
Often used in combination with other bright color.
Brands that use black as their color:
White or Silver
Cleanliness, freshness, purity, simplicity.
People who like white are often sophisticated, independent and optimistic.
Used by eco-conceptual brands.
Associated with modernity and progress.
Used to create fashionable high end impression.
Brands that use white as their color:
What color do you think will elevate your business?
If you need my consultation on the color palette for your brand just give me a call!