There’s a lot that has been written about the meaning of colours, from passionate, fiery reds, to cool and calming blues – but is there any truth behind colour theory, and what does it mean for you and your brand?
Learn lessons from research
There is a lot of research on colour theory out there, and increasingly, specifically on the use of colour within branding and marketing.
The colour emotions guide below shows how some of the world’s largest companies make use of colour theory in their branding, from the exciting red of the Lego logo, to the dependable blue of Dell and American Express. Read more about the colour emotions guide on The Logo Company website.
Understand the limitations
That said, colour theory is a complex topic.
How an individual consumer responds to a colour will be coloured (excuse the pun!) by many factors, including their upbringing, culture and personal experiences.
Don’t expect a one-size-fits-all guarantee that purple equals sophistication 100% of the time for 100% of people, but do understand that colour does have an impact – one study found that up to 90% of snap judgments made about products can be based on colour alone .
Apply it to YOUR business
Most research agrees that the critical factor when choosing a colour for your business is to consider what YOUR customers would deem an appropriate colour for YOUR product or service. This is less about picking the “right” colour and more about predicting what colour your client base will respond to.
Consideration of the wider market and your competitors, and working out how and where you want to position your business is also useful – are you aiming to stand out from the crowd, or pick a colour that reinforces existing theories that see the majority of healthcare brands choose blue?
Try the free psychology of colour quiz from Peppermint Soda for a fun pop quiz on what colour is best suited to your brand.
Whatever colour or combinations you decide upon, make sure that you apply them consistently across your brand. Clean, clear, and crisp marketing is essential in today’s marketplace, and has never been easier to achieve.
Ensure that whatever colour or colours you choose can work across whatever formats you have in mind – whether it be letterheads, vehicle livery, uniforms or banner stands. Get professional help if you need it, and remember, a small investment now will reap dividends in the long term.