Red – Passionate, Power, Bold
Red has been shown to increase heart rate, stimulate appetite and create urgency so it’s particularly useful in clearance sales. No matter what emotion it will evoke, it will no doubt be strong and passionate. Due to its use by the government and branches owned by the government (such as the postal service), it’s not surprising that red can often be seen as powerful and imposing.
Orange – Creativeness, Spontaneity, Humour
Because Orange is a mixture of Red and Yellow, it naturally has attributes of both. While it is still bold and can create a sense of urgency like Red, it has the youthfulness of and playfulness of yellow. Orange can bring fun and humour into a brand without being overtly childish.
Yellow – Youthfulness, cheerfulness, Unique
Has been shown to stimulate both mental processes and the nervous system. Yellow is happiness and optimism poured into a single colour and so is often used when marketing towards children. It is also often used to encourage communication as well as promote clarity. Because of how visible the colour is, it is usually found in store windows or road sign.
Green – Environment, Peaceful, Healthiness
Green is often used to relax customers in stores. Like Blue and Brown, Green is a naturally occurring colour and can be seen throughout nature and so in turn, is viewed as a calming colour. It tends to symbolise a lot of things from health to money and interestingly, the human eye can distinguish more shades of green than any other shade.
Blue – Tranquil, Strong, Dependable
Blue, most likely due to its ties with the sea and sky, has forever been considered the most calming and serene colour. It is a colour of quiet confidence because of the feelings of strength and dependability it exudes. Because of these qualities, it is often used by companies and is widespread in office blocks.
Purple – Royalty, Sophistication, Enlightened
Purple, being a combination of Red and Blue naturally pulls some attributes from both, resulting in what is widely considered to be a sensual and even spiritual colour. Purple is also a highly imaginative and can spark new ideas- often deep and philosophical ideas at that.
Brown – Earth, Honesty, Humbleness
Brown is the most common in nature. It is a humble and understated colour that can easily be correlated with hard work and manual labour and so while not exactly sophisticated, Brown can very rarely be viewed with suspicion. Alternatively, Brown can be seen in a different light to food and drinks companies due to the colour often being associated with chocolate and coffee.
Black – Sleekness, Mysterious, Class
While it can be seen as a serious, rather stoic colour, Black-when used correctly- can convey an aura of independence and sophistication. While most often used in contrast with other colours for effect or eligibility of writing, mostly black packaging, web design, etc, can make the product feel sleek and luxurious. Due to its ties with darkness and general morbidity, black should be used appropriately and will prove infinitely more effective in some markets more than others
Over a prolonged period, colours can become inextricably linked with any brand (assuming no other brand has already taken ownership for that colour. For this to be possible, a consistent colour palette that reflects the brand’s archetype and values is essential. When testing your brand equity we recommend you test your logo and colour palette as used in our market-leading BrandVision brand tracking tool.
In short, it can be possible to essentially rewire the public’s thought process through good colour choice alone which is an important part of building your brand’s personality. If you need help, then call us today.