Colour is ruling everywhere in giving you an emotional experience knowingly or unknowingly. Colours like green and blue make you feel calm, while yellow gives you an upbeat and hungry feeling. By understanding the psychology of different colours, designers will be able to choose the right colour for designing and marketing a brand. The colours used in branding will influence the audience to recognize the brand instantly. If your brand has the wrong colour, it may lead the audience to drive away.
Colour psychology is a crucial aspect of branding as it deals with how colours affect the perceptions and behaviours of the consumers. It has to be focused both in branding and marketing to impact the impression of the customer and persuade them to consider buying it. Colour psychology is getting much relevant in building or rebranding a brand, business or product. Various researches in the field of marketing have revealed that 90 per cent of decisions that customers make on products are based on the impact of colour alone.
Choosing The Right Colour
The brand will have a personality depending on the colours that would meet the psychology of the consumers. While choosing the colour for the brand identity, designers and entrepreneurs have to define your brand personality that helps customers make favourable decisions.
While choosing the colours for your creating your brand personality, designers and entrepreneurs should focus on whether the gender of the brand is traditionally masculine or feminine. The choice of colour combinations can impact in making the brand’s tone playful or serious. It is also important to decide the brand value to be luxurious or affordable and the time to be modern or classic. The age and energy of the brand are important for choosing the colour to between youthful or mature and loud or subdued. The brand with accomplishes the right personality by choosing the colours upon these factors.
Decision Making For Branding Colour
When it comes to choosing the right colours for your brand there aren’t any specific guidelines for designers and marketers. To choose the right colours the branding strategy should take into consideration various factors revolving around the brand and market scenarios including potential competitor’s consumer trends. The mood, feel and image that the branding gives is significant in making it appealing to the customer. Research on the colour psychology of the customers will be effective for arriving on the right choice of colours for the brand. You can conduct an online survey among your peers or potential customers, to get an understanding of what colours do they fall for.
The use of appropriate colours for a particular brand can be much influential in establishing the colour against the brand in the mind of the customer. The logo of Google and branding of Coca-Cola are a great example of how colours have become synonymous with the identity of the brand. Designers have to ensure that the colours you choose fit to what the brand sell. It is crucial to go for a colour that the consumers feel to be appropriate to the brand, that just what colour they like. The customer feedback will help in the branding strategy to understand whether a colour is worth what you are sell.
Represent The Brand’s Personality
The intent of a customer to make a buying decision will be based on their colour perception of the brand. The personality of the brand will reflect in the eyes of the customers through the colours it represents. Some colours represent specific personality traits. The designers should have a clear idea in mind about what personality they want to portray about the brand.
The Right Colour To Make Your Brand Stand Out
According to the psychology of humans, consumers prefer for brands that they can immediately identify. The choice of colour in a brand will impact its identity. Designers should consider going for colours that also distinguishes the brand from the competitors. A colour that stands out is more likely to be identified and recalled by the customers. The aesthetic response and consumer preferences on colour combinations reveal that most of the consumers go for brands with high contrasting or similar hues of colour patterns.
There is no shortcut for designers and marketers for choosing the perfect colour or colour scheme for a brand. You can arrive in the right colour branding strategy by combining research and an understanding of what the brand wants to target. Many courageous brands around the world have already broken the notions of consumer psychology with the use of experimental colour branding.
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