Learn The Psychology Of Color In Branding Before Marketing
Branding in marketing uses various methods to create a unique identity and brand value in the market. This includes several branding techniques like personalized branding, co-branding, etc. Among these several branding techniques, every brand uses color psychology, which helps them use visuality to create customer bonds. Color psychology is a part of color theory used by brand designers to implement emotions and psychological connotations of color to the brand’s product or service. This method is potent if used correctly, and here are eight ways to use the psychology of color in branding:
Learn The Importance of Color Psychology
Color plays a vital role in branding marketing, and to understand what color suits your branding technique, it is essential to know the psychology of color in branding. Color psychology is directly related to the audience and how they perceive different aspects of your brand. This has a significant impact on the brand value and identity. Therefore, in color psychology, knowing the critical colors in play and how these colors are involved in branding is necessary.
Within branding psychology, color psychology focuses on how different colors have different roles, and this can be categorized as follows:
|excitement, passion, anger, danger, action, anxiety, power.
|playfulness, friendliness, creativity, warmth, enthusiasm.
|happiness, optimism, warning, joy, originality, enthusiasm.
|Youth, vibrancy, vigor, nature, growth, stability.
|Calm, stability, depth, peacefulness, trust.
|Royalty, luxury, romance, introspection, calm.
Within color theory, color psychology is important in understanding how colors are associated with emotions and psychological connotations. Since these colors are universal and prior studies have been conducted on their universal effect, color psychology is commonly used for branding marketing. However, it must also be noted that although all colors have a common psychological effect, certain cultures do not accept specific colors, which is when branding must look into cultural context.
Begin With Emotions
A significant part of color psychology deals with emotions related to colors. Specific colors evoke different emotions, and these emotions play an essential role in creating the bond between the branding product or service and the customer. In branding services, the team must first realize the sentiment it wishes to evoke in its customers and then incorporate it into the branding marketing. To know which color suits what feel, refer to the table above or look into color theory charts that explain these emotions in detail.
Here’s an example of how a color can relate to emotion.
- A brand named “Evangelical” wishes to introduce its products.
- The brand sells t-shirts, bottles, keychains, visual posters, audiobooks, and more.
- Since the brand identity is closely related to spirituality, the prominent color suiting its theme is purple.
- Therefore, they chose the color purple for their logo and major selling products to maintain consistency in brand value amongst their customers.
This example is for understanding how a particular aspect of a brand can be used to associate a color with it. The specific feature used to associate the color can be emotion related to brand value, identity, target audience, brand ideology, or any other characteristic feature the company wishes to focus on.
Check For References
If you plan to build a house, you will cross-check with other buildings around you before you devise a plan. Or even if you wish to go shopping, you should look into the popular trends before choosing an outfit. Similarly, branding marketing also follows a trend, and the best way to research the psychology of color in branding is by referring to other branding techniques and samples.
Different marketing branding types can help you understand the common colors associated with a specific product or service. Before you associate a color with the product or service, it is best to cross-check what variety of colors are commonly used to associate with such products.
For example, suppose a brand wishes to introduce a cleaning service. In that case, you can look into other companies like UrbanClap, Hicare, MaidPro, etc., focusing on using two standard colors: blue and green.
The characteristic features of these two colors are closely related to the objectives of a cleaning service. This gives an idea of how cleaning is associated with these colors. You can also notice how these colors are not emotion-evoking but focus on the product’s objective. Through this reference to multiple cleaning brands, the brand to be introduced will aim to use blue and green on a significant scale.
Consistency In Branding
An essential factor in branding marketing is consistency. Using the right color to evoke a sense of connection to the brand is a primary aspect; maintaining this connection is the secondary aspect of branding. Using the same color throughout all the products and services of a brand keeps the consistency of brand value and identity amongst its customers. This allows its customers to remain loyal to the brand, especially if they remember the brand through its visuality rather than other features.
For example, when someone says McDonald’s, the first image that runs to your mind is a red background with a yellow M. This image is a brand image that remains constant in a customer’s mind. The customer might get confused if the red is changed to purple or green.
One such famous example is when Tropicana changed its brand image from orange packaging to a glass of orange juice in 2009. The brand received a huge negative impact from its consumers for changing the packaging, creating confusion.
Create a Unique Color Palette
Although all the above design techniques do suggest that the colors used in branding marketing are similar and universal depending on the type of product or service, it is also recommended that every brand creates a unique color palette. Using versatile colors for emotions and psychological connotations differs from creating a unique color palette. A particular color palette is essential for five reasons:
- Differentiation from competitors in the market
- The unique color combination increases the chances of customers remembering your brand.
- It helps your brand create a unique emotion related to the visual aspects of your products or services.
- It helps to maintain consistency in brand designs.
- One of the crucial features of a unique color palette is that it helps you safeguard your trademark.
The unique color palette is a result of five steps:
- Define brand identity and brand motive
- Use a base color that suits your brand best.
- Apply color theory and understand color psychology – emotional and psychological connotations.
- Craft a personalized mood board.
- Test the colors on every platform.
Know The Culture And Its Color
Every culture has a unique perspective towards a color, which also differs depending on the language. While certain cultures measure the connotation of color to understand the brand ideology, certain others do not. The foremost method to know more about a cultural context in the psychology of color in branding is researching the culture. If a brand is to be introduced in the Western region, then it would be best to learn more about the connotations of colors in the Western context. Similarly, the branding color can differ depending on Eastern, Middle Eastern, and Far Eastern cultural contexts.
For example, the color black has different meanings in different cultures. While in the Western cultural context, it is associated with death and mourning, in the Far Eastern cultural context, it is associated with health and prosperity. This kind of difference in meaning can have a massive impact on how customers perceive a brand and its products.
Adaptability To Platforms
Color psychology has been so far understood in terms of emotions and cultural contexts, but one more factor remains. This feature of color psychology is more related to the visual aspects of color supported by different platforms. While the base color from a color palette may suit the brand in website format, it might not look the same on mobile app platforms.
Check With Users
Once the process of designing is completed, the design agency conducts a user test to understand the design’s usability. Through this feedback, the brand gains an insight into how much the multiple features of branding marketing are impactful and what changes or improvements are required. Feedback on colors and their visual effect is also collected from participants to know whether the colors are performing the intended function of evoking emotions and psychological connotations.
Hunting For Help With Branding?
Branding marketing is crucial for every company because it helps them create strong and bold impressions of the company and its products or services. If you are looking for a perfect branding agency to elevate your brand, Hogoco is your ideal partner. With years of experience designing various platforms, branding marketing, and other design projects, Hogoco has been successful in helping brands to stand out their presence in the market. Their professionals offer services for different types of branding in marketing. Choose Hogoco for the best branding experience!