AG International Consulting

"Importance of colors in branding"

Color psychology is the study of colors in relation to human behavior. It aims to determine how color affects our day to day decisions such as the items we buy.  So even if your products don’t necessarily tie to a niche, you can use color to help you attract a specific demographic.

Red Color Psychology

Marketing colors like red can capture attention. The red color meaning is associated with excitement, passion, danger, energy, and action. You might’ve noticed that some brands use red for ‘order now’ buttons or for their packaging as a way to stand out on the shelf. In color psychology, red is the most intense color. And thus, can provoke the strongest emotions. Redt can also trigger danger so you want to use the color sparingly. If you add the color red to your website, save it for the call to action or sale icons if it’ll contrast well with your store design.

Red is the iconic color used for brands like Coca Cola and YouTube. The color red tends to encourage appetite hence why brands like Coca Cola use it often in their branding. They also use words like happiness in their branding so they use the color red to build excitement. YouTube likely uses the color red due to the excitement of watching videos online. Notice how the red part of their logo is the play button which can help compel someone into action. It encourages you to want to press play on their videos.

Orange Color Psychology 

In color psychology, orange represents creativity, adventure, enthusiasm, success, and balance. The color orange adds a bit of fun to any picture, website, or marketing material it’s on. Despite it’s attracting color, it’s not as commanding as the color red. Many marketers still use the color for call to actions or areas of a website that they want to draw the eye too.

Yellow Color Psychology

In color psychology, the color meaning for yellow revolves around sunshine. It evokes feelings of happiness, positivity, optimism, and summer but also of deceit and warning.nThe color yellow is used by brands such as Ferrari and Ikea. Many people dream of driving a Ferrari. The luxury brand is associated with this feeling of happiness, summer and a carefree lifestyle. The Ikea brand also uses the color yellowing in their branding. What does buying furniture have to do with happiness? Well, let’s look at who’s likely buying those products. Many people who’ve just bought their first home or are moving out for the first time, will head to Ikea to buy products to furnish their home. This milestone is usually filled with happiness and optimism for the new change making yellow a great color to associate with the brand.

Pink Color Psychology

Pink is a popular color for brands that primarily serve a female audience. In color psychology, pink’s color meaning revolves around femininity, playfulness, immaturity and unconditional love. Some brands have chosen to use the color pink for the product packaging especially for girl’s toys. Whereas other brands highlight the pink color in their logo, website design, or to highlight key messages.

Since the color meaning for pink includes femininity, it’s no surprise that brands like Victoria’s Secret and Barbie use the color so heavily. Victoria’s Secret even named one of their brands Pink. On their website they use a combination of pink and black to highlight key marketing details. Their logo and certain marketing messages also uses the color pink. On Barbie’s website, CTA’s are in a bright pink color. Their top navigation and drop down menu also subtly use the color. And of course, their product packaging and logo reinforce the feminine pink color in their branding.

Green Color Psychology

In color psychology, green is highly connected to nature and money. Growth, fertility, health, and generosity are some of the positive color meanings for the color. The color meaning for green also carries some negative associations such as envy. If you’re in the health or fitness niche, you might choose to add more green to your online store. For example, your homepage banner image or logo might include a green background.

The use of green is made popular by brands such as John Deere and Roots. John Deere’s entire brand revolves around nature. Their product line centers around landscaping, agriculture, lawn care equipment and more. The color green is so ingrained into their branding that even their equipment is the same shade of green as their logo

Color Psychology Blue

In color psychology, blue’s color meaning ties closely to the sea and the sky. Stability, harmony, peace, calm and trust are just some of the feelings your customer may feel about your brand when you integrate the color blue into your branding. Conversely, blue can also carry some negative color meanings such as depression and can bring about a sense of coldness. Blue can be used in your website’s logo or on your website’s top navigation. Some retailers add their guarantee, trust certification or free shipping icons in a blue color to strengthen the trust aspect the color is known for.

Tech brands like Facebook, Twitter and Skype often use blue in their marketing. But retailers like Walmart also use the color. The blue in the Walmart logo can help position the brand as trustworthy, reliable, and relaxing. After all, Walmart is a place where you can buy groceries and do shopping all in one convenient location.

Purple Color Psychology

In color psychology, purple is a royal color. The color meaning for purple is connected to power, nobility, luxury, wisdom, and spirituality. But avoid using the color too much as it can cause feelings of frustration. Some perceive its overuse as arrogant. You can add hints of purple to your website’s design such as on your free shipping bar, your logo, and as an accent color in your graphics.

Purple is a color brands like Hallmark and Yahoo use. When browsing both websites, you’ll notice that purple is an accent color. On Hallmark, the logo and the top navigation are purple but the rest of the website uses a variety of other colors. On Yahoo, the logo, top navigation words, and Yahoo icons like Mail use the color purple.

White Color Psychology

In color psychology, white showcases innocence, goodness, cleanliness, and humility. Keep in mind, that this is the meaning in North American culture. In some parts of the world, white has the opposite meaning. You’ll want to keep this in mind based on the target audience you serve. The color meaning for white also has a negative side where it symbolizes sterility and cold.

White is the color ASOS and Adidas uses in their marketing. On ASOS, the words in the header, logo, and background are white. When the background is grey or black, the font is white and when the background is white the font is black.

Black Color Psychology 

Black is a popular color in retail. In color psychology, black’s color meaning is symbolic of mystery, power, elegance, and sophistication. In contrast, the color meaning can also evoke emotions such as sadness and anger. Many fashion retailers have used black in their logos. Black is also a popular color for text as it’s an easy color to read. Some brands choose to use black and white photos for lifestyle banner images or icons to create a certain tone or consistency on their website. Black is a color retailers such as Chanel and Nike use. Chanel uses black for their logo and has several black and white images on their website to maintain a consistent look. Once you start browsing their website, a thick black top navigation background appears. They use a black font on their graphics for images and for their text. Noticeably, their call to actions are also black. Many retailers in the fashion niche, especially, use black call to actions that contrast well against a white background. Nike also uses a black, white and grey color scheme for their website. Their logo and font is black throughout their website. Thus, making the website easy to read.

Grey Color Meaning

In color psychology, grey represents neutrality and balance. Its color meaning likely comes from being the shade between white and black. However, grey does carry some negative connotations, particularly when it comes to depression and loss. Its absence of color makes it dull. Grey can be used for font color, headers, graphics, and even products to appeal to a mass audience.

Apple is an example of a brand who uses the color grey in their branding. After all, many of their laptops are in a grey or silver-tone as its neutral color doesn’t put anyone off. On their website, they use the color grey for their header to contrast against a white logo. However, throughout their branding, you’ll see a balance between white, black and grey used which can help maintain a clean, neutral look.

Brown Color Psychology

Brown is an earthy color. After all, it’s the color of earth, wood and stone. So naturally, color psychology highlights that the color meaning for brown relates to comfort, security and a down to earth nature. In marketing, you’ll find that brown is often used for natural products and food.. UPS is an example of a brand who takes advantage of color meanings in their branding. On their website, the brown in their logo is emphasized in the navigation and drop down menus. You might also notice that complementary colors include yellow and green which all have natural elements to them. For example, yellow might represent the sun and green might represent nature. Altogether, it helps position UPS brand as a secure, reliable and down to earth company which is exactly what you’d want from a delivery service.