Did you know that colours and shapes increase brand recognition by up to 80%? The colours you choose for your brand has an impact on the perception stakeholders have of your business. It needs to relate to your company values, position and personality. It should also be easy for your prospects to associate your chosen colours with your brand. Your main goal is to cultivate a strong emotional connection with stakeholders. As Pablo Picasso said: “Colours, like features, follow the changes of the emotions”. Combinations of colours should be limited to three colours. In this article, we will explain how to choose the right brand colours for your business?
Why choose blue as your brand colour?
This colour is associated with sincerity, trust, and professionalism. That’s why Chase. Citibank. Barclays, Bank of America and most of the banks use this colour. Most financial institutions such as Prudential and Merrill Lynch use blue.
Why choose red as your brand colour?
Red is really an intense colour. It’s associated with power, strength, danger, passion and importance.Over 130 years ago, Coca-Cola was sold in barrels at American drug stores and pharmacies. Alcohol was distributed in the same way. However while alcohol was taxed at the time, soft drinks were not. Therefore, the Coca-Cola firm began painting its barrels red in order to help customs and tax officials distinguish them from barrels of booze. In addition, Coca Cola really wants to be considered as a powerful and compassionate company.
Why choose green as your brand colour?
Green is the colour of nature. It’s also used to represent safety, harmony, growth, freshness and eco-friendly. Following a lot of criticism of their environmentally unfriendly practices, Mac Donald chose to change the colour of their logo in 2007. It went from red to green to show their commitment to making food healthier and therefore to improve the image of the brand.
Why choose yellow as your brand colour?
When you think of yellow, it’s synonym of sunshine and it produces a warming effect. Joy, happiness, energy, fun and optimism are related to this colour. Mac Donald chose yellow for two reasons. The first one is because the yellow is welcoming and brings a feeling of joy. The second one is because yellow is also the most visible colour in daylight; we can easily recognize a mac do from far away.
Why choose orange as your brand colour?
Orange combines the happiness of yellow and the energy of red. It’s a symbol of vitality attraction, joy, sociable and enthusiasm.
Why choose purple as your brand colour?
Purple combines the energy of red and the stability of blue. In general, this colour is associated with luxury, power, wealth, creativity and royalty.
Why choose pink as your brand colour?
Pink is the colour of femininity, youth and innocence.
Why choose brown as your brand colour?
Brown is the colour of the earth. It represents also genuineness, simplicity, dependability, support… J.P. Morgan and other financial institutions used brown because they need to be perceived as reliable and secure. M&M’s and Hershey’s use brown in their logos to evoke both the delicious chocolate the firms Hershey’s produce and a sense of comfort.
Why choose white as your brand colour?
White is a colour representing cleanliness, virtue. As a neutral colour, it’s considered as a secondary accent. As a brand design agency London, white is a great second colour brand choice.
Why choose black as your brand colour?
On the one hand, black is a symbol of power, mystery, elegance, prestige and sophistication. Several luxury brands used black such as Louis Vuitton, Gucci, Cartier and Chanel. On the other hand, it could also be associated with villainy and death.
Multichannel such as Google, Microsoft or eBay choose multicolour to show an image of positivity, player and boundless. And also, the implication of multiple colours is because theses companies are offering a wide choice of products and services. The multiple colours used for the Olympic rings carry a message of diversity and inclusivity.
To conclude, colour should be considered in anything that is used to communicate visually with your prospects. Being sensitive to the subtle messages the colours you choose are sending can help you get more impact out of your marketing effort. Denying the influence of colours for your brand is risky and it can impact your business performance.1