What do your Brand Colors Depict? by Toyin Oke
Before you begin to design your corporate logo, you should know the message you want to convey and the colors that will send the appropriate message. It is not just about the love for particular colors; you need to understand the psychology of colors and the relationship between your choice and the way people feel and react to your brand and message.
Color is actually known to be the most important component of creating brand identity, because most people have good visual memory to recall events. About 90% of shoppers accord great importance to visual factors, such as colors and shapes, when shopping, than to other factors like touch, or smell. So, colors must be distinctive.
Colors are powerful, like most of nature's tools. The color you choose is the root of your subliminal message, and this should also be considered when painting your office or outlet.
Let’s see how colors affect your brand.
RED is striking; it has many meanings, and should be used with careful consideration. It is the color of fire and blood, it conveys power, energy, war, danger, strength, determination, passion, desire, love, urgency, and confidence. If dashes of red are used in an office, employees may be more physically active.
Reds and oranges are not calming, hence used in fast food eateries. They make food more appealing; diners consume more, but quickly, and exit.
Burgundy and forest green are perceived to be upscale, and so used for luxury items, while an orange label signifies cheap and inexpensive.
BLACK gives the feeling of perspective and depth, it is also associated with maturity, elegance, prestige, and sophistication.
In fashion, black clothing make people look leaner, and it is a color of grief and despair. It is usually used to symbolize death, fear, evil, and mystery.
WHITE is light, goodness, innocence, purity, faith, perfection, and safety. It connotes cool successful beginnings; it is clean, and fresh.
YELLOW: Houses painted yellow or with yellow trimmings are very attractive. Yellow is the color of sunshine; it evokes hope, cheerfulness, joy, happiness, intellect, caution, and energy. It is often associated with food retail outlets. Bright, pure yellow is an attention grabber, however, and if overused, it may have a disturbing effect of unease, urgency, agitation, restlessness; it is known that babies cry more in yellow rooms.
BLUE is the color of the sea; it produces tranquility and calmness. It is observed that rooms painted blue often produce people with higher test scores, it also increases reading retention.
It connotes depth, strength and stability. It also symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, and truth. Blue is associated with piety and sincerity. Too much blue could also be counter productive, resulting in laziness, tiredness and lackadaisical behavior.
GREEN represents nature, freshness, environmental friendliness, growth, and money. It is relaxing and promotes a soothing and healing environment.
PURPLE connotes nobility, luxury, royalty, and ambition; it symbolizes power, wealth,and extravagance. It represent wisdom, dignity, independence, creativity, and mystery.
Young children are excited and intrigued with primary colors, and respond positively to them. These colors are therefore used for children’s toys, books, movies and so on.
We should not take the strength of colors for granted. It is important to look closely at the vision of your company, and then determine what colors carry the appropriate message.
Note: All colors have different connotations and may have symbolic meanings in different countries and cultures. It is therefore important to understand your environment and also test the choices before you color your brand.