When it comes to brand colours, a common rule you may come across is to stick with 6 colours. Of course, this rule does get broken by not just one or two brands, but the idea behind it is to have a consistent selection of colours you use, in order to create a cohesive look that allows your business to stand out and be easily recognised. Now, you may be wondering ‘How come colours play such a great role in a brand look that there are even rules to follow?’. Well, the answer to this is simple –
“When implemented right in your branding, colours have the power to impact how your intended audience perceives your brand.”
Are your ideal clients going to be instantly attracted to your brand or completely put off by it? You get to ‘have a say in it’ through your brand colours. Because colours evoke different feelings within people. In fact, the right colour palette could help your business stand out from the crown or get lost in it. Being aware of the power colours hold over perception, you can use them to your advantage and influence your audience to recognise your brand for what you wish they see.
This is where colour psychology comes in. It’s essentially a study of how colours affect human behaviour. In fact, they even impact our buyer’s behaviour. A study found that almost 85% of consumers believed colour was the primary reason they bought a certain product, whereas 80% confirmed that colour played a huge role in brand recognition. This makes colour a MAJOR factor in your brand identity. The right colour selection could prompt your ideal client to either enquire about your service/opt-in for your subscription or completely ignore your offer.
“Understanding colour psychology is pivotal for your brand image – it allows you to ‘get involved in your audience’s decision-making process in regards to how they think of your brand and engage with it.”
So when creating your colour palette, always take into consideration what kind of emotion you wish to incite within your audience. For example, if you wish them to feel ‘safe’ and ‘at peace’ when they see your brand, green would be a great choice because of the kind and tranquil mood it exudes. While colour psychology is a vast study, I’ve put together a list of the positive and negative meanings of some of the most common colours we come across in brands.