Believe it or not, there’s a whole psychology behind colors. You might think it ends on toddlers playing with them and ruining your grandmother’s white walls. Colors actually affect us up until old age. And this has a lot to do with emotions elicited by colors. We’re human; emotions are and always will be inevitably a part of us. They affect a great part of our lives whether we like it or not. And as much as you may want to delete emotions from that period of your life when you’re doing business, you might not easily succeed. To some extent, yes, you actually might. But there are aspects to do with business and branding that can’t leave out emotions. Colors are one of them. Because you’re going to need colors to convey a message to your demographic and to get recognition for your brand.
The fact that different colors trigger different emotions makes color choice for your brand and logo vital. A color will communicate with a potential customer the way words can’t/may not and this means potential increase in sales. It gives your audience an idea of what your brand is about and may eventually provoke the right/desired emotions from them. According to Matt Solar “Studies have found that a product’s color influences 60 to 80% of a customer’s purchasing decision.”
Colors are unique in how they evoke distinct reactions from humans, for example, cool colors exude calm, relaxed vibes while warm colors give off energetic and strong waves. Let me start with talking of cool colors because personally that’s my favorite effect. Those include blue, white, green and purple. And as most of us know, blue is a personal favorite for many including me, for various reasons. You can’t blame us though.
It’s not a shock so many of the most powerful brands in the world choose blue as their theme color for their businesses. Look at Facebook, Twitter, Tumblr, LinkedIn and Skype among others. Blue is the epitome of a color with a cooling effect. In my opinion it does it even better than white. It is popularly believed that blue makes is soothing and puts people’s minds at rest because it reminds them of the ocean and the sky; both very relaxing elements when azure.
When you look at blue your subconscious sees trustworthiness, confidence and comfort. And if this is what your brand is about, then knock yourself out with that brilliant blue.
Some people would disagree with me for putting blue before white, but to me blue is prettier and more calming. White is both these things too, it’s just bland compared to blue. What makes white so lovely though is its simplicity. Because of the pure energy it gives off, it’s commonly used in cleaning businesses because anyone hiring a cleaning service wants to believe that they do the job right and leave your place looking squeaky clean. Healthcare sector also uses white for branding because no one wants to be associated with an impure treatment center.
White makes you see a brand for its purity, softness, nobility and simplicity.
Okay, I didn’t know this up until this point, but apparently purple is associated with royalty, elegance and mystery. The royalty part I knew because of the characters in series and movies that play kings and queens usually wear velvet purple crowns and have some purple fabric added to their royal robes. This explains why it’s used in branding of high end products though. Mystery though…nah! But what do I know? The closest to mystery I knew purple was is the fact that a lot of people that are into rock and roll genre of music like purple aside from black.
According to Matt Solar though, purple is associated with sophistication, royalty, mystery and spirituality plus it can also “bring a magical element to your branding”.
I loved green as a child. Not only because I was part of the green team in primary school, but also because green is just such an earthly natural color. So don’t over think it when you see green used by multiple climate change organizations. Aside from standing for health, serenity and calmness, green also exudes generosity vibes, freshness and security. It’s somewhat both a calm color but also a firm one.
If you want to let people know yours is a company they can trust, I suggest you use green wisely for your brand.
So umm…yeah! See you next time, I guess. Or rather read with me next time.
Pardon my awkward conclusion, but I am l probably the worst oddest person when it comes to ending interactions. I’m sure you’ll understand.