How do you choose the colour that is right for your business? Do you go for one that you simply like? Or do you look at the meaning of the colours and the effect that they have on people?
Starting with colours that you like is a good place to start, I mean, no one wants a logo that they hate because the colour is one that makes them uncomfortable – no matter what that colour is supposed to say. Colours are seen by different age groups, genders and cultures in different ways.
One needs to bare in mind that one is choosing a colour palette for ones brand, not a single colour, colours need to work together, and separately. They are telling a story, setting the scene and creating a memorable brand for your company. Before deciding how to use colour in your branding decisions, make sure you have a strong sense for your brand identity. Think about what mood or message you want the brand to convey before settling on a colour scheme. It helps to think of a few key words that you think your logo/brands will elicit.
Power? Happiness? Trust? Energy?
Red, is the ultimate power color, associated with energy, danger, strength, determination, and passion. It is the color of blood and romance, of stop signs and classic roses. Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions.
Yellow is associated with joy, happiness, intellect, and energy. It produces a warming effect, arouses cheerfulness and stimulates mental activity. Yellow is often associated with food. It is the color of the sun. It’s easy to understand why yellow evokes feelings of optimism, clarity, and warmth. Yellow is also a rich color; it calls to mind gold and treasure. Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design. Another perk of yellow is that because it is so bright, it can stand out even when it is in busy surroundings.
Orange combines the energy of red and the happiness of yellow. It represents enthusiasm, fascination, happiness, creativity, success, and endurance. Orange is a color that doesn’t let anyone pass by without taking a look. It stands out in a crowd and sends a message that says, “I’m not afraid to be the center of attention.” Orange is creative, youthful, and enthusiastic. Because of its high visibility, use it to catch attention and highlight the most important elements of your design.
Green symbolizes growth, harmony, freshness, and stability. It also has strong emotional correspondence with safety. Green is the most restful color for the human eye. Green is directly related to nature, so it is used more and more to promote “green” products.
Blue conveys trust, loyalty, wisdom, confidence, intelligence, faith, and tranquility. It is considered beneficial to the mind and body, producing a calming effect. Blue is linked to consciousness and intellect. Dark blue is a preferred color for corporate America.
Purple is the color of royalty. It conjures images of grandeur, opulence, and mysticism. It activates the imagination and enthralls the eyes. Brands harness purple’s regal, “anything is possible” vibe to draw in customers who are looking for an experience that is a step away from the ordinary.
Black is associated with power, elegance, formality, death, strength, authority, and mystery. It gives the feeling of perspective and depth, but a black background diminishes readability.