It would be naïve to think colour didn’t affect how customers interact, interpret and engage with your brand. After all in every other aspect of life we are subliminally or knowingly making choices due to colour.
A simple colour can invoke the past through memories, and even tastes and smells.
So, what are these colours really saying about your brand?
Black -‘Aspire to be like me’
Stylish and sleek, clean and classy.
Black is usually used by high-end fashion brands, it holds an authority which many of these brands have earned through their successful brand heritage.
Many of these brands are also show their logo in Goldsuggesting elegance and riches.
Green and Brown-‘Think like me’
These are earthy, natural colours and as such are usually seen in brands wanting to express their ethical ethos and natural or organic ingredients. Brown has recently had a revival as a retro style look with Mustard Yellows and Richmond Greens becoming fashionable in fashion as well as branding and packaging. However, it is often associated more with male audiences, so perhaps not always appropriate for ladies perfume.
Blue– ‘Follow, Like, Tweet me’
Traditionally tranquil, calming and has links to water and the environment due to its prominence in nature.
Mark Zukerberg famously shrugged off the blue chosen for Facebook, stating it was the only colour he could see as he is colour blind.
However, many other online brands also use blue, for instance Twitter, Skype, and WordPress.
This may just be chance, or it may be that online users are now used to seeing blue all day on screen and it is comfortable for them.
Red – ‘look at me’
The aforementioned invoker of passion and love attracts attention; Taylor Swift even dedicated a song and an album to the colour.
Many fast-food chains use red, ColorSchemer blog suggests a psychologist would say red makes you hungry. Think of some of the most notable food brands; Campbell’s Soup, McDonalds, Burger King, hungry yet?
Orange and Yellow – ‘fun in the sun’
Both Orange and Yellow are cheery and warm, and conjure up thoughts of natural light and sunshine.
It is another attention attracting shade which can be used playfully for children’s products. However, it can also be associated with cheap and tacky brands such as budget airlines.
Multicoloured– ‘I’ll be anything you want me to be’
Many companies are now using a colour spectrum to represent their brand.
The shades of the colours are important, a collection of delicate pastel colours is usually used for a playful, children’s, or parenting product, whilst bolder, brighter colours are often used for software companies with easily recognisable icons on computer desktops and websites.
Instagram for instance has a retro brown camera with a rainbow style emblem in the left hand corner. This mixes the retro and modern excellently showing a traditional photographic image with a selection of vibrant colours, which suggests fun. Instagram is all about sharing your experiences, events, the larks you had outside and these colours embody that, as well as showing a colour spectrum like that which our eyes and a camera’s lens see through.
The colour spectrum appears in the corner of all Instagram posts, when a photo is shared through social media the instagram brand colours appear so immediately Fred’s cat or Jenny’s walk in the sunshine are documented via instagram, putting them at the centre of people sharing their happy memories and activities.
Magentas, Purples and the downright garish- ‘Love me or hate me’
As a rule, garish colours look tacky and cheap and do not suggest good product quality. However, Cillit Bang successfully rose to prominence through an array of low-quality, comic adverts and the slogan ‘Bang and the Dirt is Gone’.
Their fuchsia background and purple packaging is reminiscent of a surreal Japanese advert, but their viral videos featuring Barry Scott were a winner with shoppers.
A lot to take in?
Fear not, we found this great infographic by Marketo.com which sums up brand colour selection very neatly.
When thinking about your brand colours and what you are trying to get across, don’t forget these colours won’t just appear online or above a shop window, but most likely in your employees uniforms.
A uniform represents your corporate identity and the staff wearing it act as ambassadors for the brand. There are lots of benefits to your business creating a uniform and spreading your brand and its colours. Just think about what your employees will be comfortable in too first. No one’s ever going to forget England goal-keeper David Seaman’s Euro ’96 kit.