Choosing the right colors for your brand image is a matter of psychology. Have you ever wondered why most fast food uses reds and yellows as their main colors? Maybe not but your brain made a psychologically connection. The color red has been shown to stimulate appetite which is why fast food uses reds and yellows.
You have heard the saying that in business “image is everything”.
That includes your color palette and picking the wrong colors ca hurt if not destroy the perception of your brand.
Here is a quick reveal of what color means to a brand.
The Psychology of the Color Red
From Target to Netflix, Red strikes a chord with the psyche. Positive associations:
Power
Passion
Energy
Fearlessness
Strength
Excitement
Negative associations:
Anger
Danger
Warning
Defiance
Aggression
Pain
The Psychology of the Color Orange
From Home Depot to Nickelodeon, orange stimulates the eye, conjuring up feelings of excitement, enthusiasm, and fun.
Positive associations:
Courage
Confidence
Warmth
Innovation
Friendliness
Energy
Negative associations:
Deprivation
Frustration
Frivolity
Immaturity
Ignorance
Sluggishness
The Psychology of the Color Yellow From McDonalds to Post-It, yellow is a considered to be a cheerful color, but used too widely it can conger up feelings of anger and anxiety.
Positive associations:
Optimism
Warmth
Happiness
Creativity
Intellect
Extraversion
Negative associations:
Irrationality
Fear
Caution
Anxiety
Frustration
Cowardice
The Psychology of the Color Green
From Starbucks to the Girl Scouts green is seen as pleasing and calming.
Positive associations:
Health
Hope
Freshness
Nature
Growth
Prosperity
Negative associations:
Boredom
Stagnation
Envy
Blandness
Enervation
Sickness
The Psychology of the Color Turquoise
From Pampers to Siemens turquoise is often found in brands centered on communication, including education and computer technology.
Positive associations:
Communication
Clarity
Calmness
Inspiration
Self-expression
Healing
Negative associations:
Boastfulness
Secrecy
Unreliability
Reticence
Fence-sitting
Aloofness
The Psychology of the Color Blue
From Intel to Ford blue it is one of the most trusted colors of corporate logos because it evokes calming, clarity and communication. It is a color we find all around us from the sky above to the oceans and lakes.
Positive associations:
Trust
Loyalty
Dependability
Logic
Serenity
Security
Negative associations:
Coldness
Aloofness
Emotionless
Unfriendliness
Uncaring
Unappetizing
The Psychology of the Color Purple
From Yahoo to Hallmark purple is the color of royalty, wealth, luxury, and sophistication.
Positive associations:
Wisdom
Luxury
Wealth
Spirituality
Imaginative
Sophistication
Negative associations:
Introversion
Decadence
Suppression
Inferiority
Extravagance
Moodiness
The Psychology of the Color Magenta
From T-Mobil to Barbie pink is brings support, kindness, compassion and is associated with feelings of self-respect.
Positive associations:
Imaginative
Passion
Transformation
Creative
Innovation
Balance
Negative associations:
Outrageousness
Nonconformity
Flippancy
Impulsiveness
Eccentricity
Ephemeralness
The Psychology of the Color Brown
From UPS to M&Ms Brown is the color of reliability. Brown is the color of the dirt beneath our feet it keeps us grounded.
Positive associations:
Seriousness
Warmth
Earthiness
Reliability
Support
Authenticity
Negative associations:
Humorlessness
Heaviness
Lack of sophistication
Sadness
Dirtiness
Conservativeness
The Psychology of the Color Black
From Apple to Sony black is the total absorption of all color. Black is a symbol of power. It is a barrier color: it absorbs energy and enshrouds the personality.
Positive associations:
Sophistication
Security
Power
Elegance
Authority
Substance
Negative associations:
Oppression
Coldness
Menace
Heaviness
Evil
Mourning
The Psychology of the Color Gray From Mercedes-Benz to Wikipedia pure gray is the one color that’s been shown to have no dominant psychological characteristic but can be used as sophistication in luxury brands. Positive associations:
Timelessness
Neutrality
Reliability
Balance
Intelligence
Strength
Negative associations:
Lack of confidence
Dampness
Depression
Hibernation
Lack of energy
Blandness
The Psychology of the Color White
From Chanel to NIKE the color white embodies all color and is the reflection and absence symbolizing innocence and purity. It implies a blank slate.
Positive associations:
Cleanness
Clarity
Purity
Simplicity
Sophistication
Freshness
Negative associations:
Sterility
Coldness
Unfriendliness
Elitism
Isolation
Emptiness
Your brand’s visual identity strongly influences how the world perceives your company. Color is one of the most essential components of your visual identity.
Choose a color that is authentic to your brand, embodies your brand personality, appeals to your audience, and differentiates your company from the competition is one of the best ways to create a powerful and meaningful visual identity.
Which color is right for your brand?
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