I previously wrote about what colors to choose for a brand basing on what message and value you’re trying to give off to your target demographic. I cut the colors thing down to only writing about cool colors’ effects and not warm colors, and that was for obvious reasons; to get more article ideas. So now I will talk about how warm colors affect branding and what codes they possess and what emotions they may trigger in people.
Warm colors aren’t really my favorite kind because I personally dislike anything not refreshing. I must say though red is one of my favorite colors because of how gorgeous it is, yellow too because it kind of does give off a summer-ish vibe. But they’re both warm colors. So let’s do this.
For me, red is a color that stands for a lot. Not just the usual romance and beauty, but also excitement and youthfulness. I love how Matt Solar puts it when he says “It is a color that increases your heart rate, makes your breath faster, and is generally associated with energy, excitement, and passion.” Made me laugh with how expressive he was about it. But yeah…he’s right.
Red is a striking color and it doesn’t fail to be captivating. It can be both arousing and aggravating, depends on who’s looking at it. If your brand is about being flamboyant and you want it to actually be captivating, then red is the way to go.
It’s pretty obvious yellow is a warm color because have you not seen the color of the sun and sunlight in children’s books? I’m not going to lie, before I wasn’t a big fan of yellow. I actually wondered what was wrong with people that liked it and considered it their favorite. It was not until I fell in love with sunflowers that I got to see the light too. Yellow actually can be and is a lovely color…when used right.
Yellow is a great choice if your brand is about positive vibes. Aside from that, it’s also a shade that gives off warmth, light and creative energy. It being associated with the sun also makes it have optimism and motivation in it.
What makes brown pretty cool is its simplicity. I remember having to choose between an entirely pink room and a mostly brown colored one. Of course I went for brown, it was much easier on my eyes and it was classy and “not loud”. It’s kinda like “where simplicity met class”. When you look at brown, you kinda get the idea that whatever brand that uses it has solidity. Brown is a great color that works well with classical, honorable and reliable aspects.
I presume brown is a theme color for quite a number of law firms and so if your brand is one along those lines, brown is a great idea to go with. Lest we forget brown is also a natural color and so reminds people a lot of earth and dirt.
I don’t know what got into me that I didn’t start with this one. If you think brown is classy, allow black take you to a whole other level of class. If you look around Kampala, New York or whatever other city exists, you’ll notice that a lot of sophisticated brands use black as brand shade. It’s taken up mostly by high end perfumes and clothing lines. Black is a powerful color and if used right, it gives off the right classic timeless energy you want to your brand to show.
Black is a color that shows value and strength and would be a great choice for an ageless brand.
A color I haven’t mentioned and is an obvious warm color is orange. If you didn’t know how orange affects the human psyche you should take a look at yellow and red. It’s their baby. But it’s basically a playful color.
That also goes to say these all colors have shades that can vary in how they affect the psyche. Explore that.