#3 Branding Series - Colour
The importance of colour
"Colour rings the doorbell of the human mind and emotion and then leaves" - Faber Birren
Are your colours giving out the right impression of you and your business?
Your brand identity is often the first impression a client will receive of your business.
Design should not be underestimated, your brand represents you and if it comes across as cheap, then it could mean you do too. When thinking of colour in your brand, it’s easy to pick a certain shade of green for your logo just because you like it. However, we suggest that you really consider what that colour says about you and what you do.
“The subject of colour seems to have almost endless ramifications and to touch upon life in almost every quarter, for colour is rich in lore, rich in meaning and purpose.” – Faber Birren
There are many different responses to be had when it comes to colour, some specific and some universally familiar. For example, red is historically associated with danger, love and anger. Black with darkness, evil and death and white with purity, cleanliness and cold.
These associations are so deep-rooted it’s often difficult for people to view them in other ways. However, when it comes to business and design, colours can be seen in a completely different context:
Red is often seen as an exciting colour, eye-catching and bright, prompting impulse purchases. It brings itself to the foreground, great for a call to action or to grab the consumers attention. Red is effective when used sparingly against a darker backdrop and is often used within sporting brands and energy drinks.
10 words associated with the colour red:
Love, compassion, danger, anger, power, fire, blood, heat, sexuality, energy.
Green is often seen as a fresh colour, associated with spring and nature or safety and medicine. Made from blue and yellow, it suggests tranquillity and is often used within organic food companies, natural beauty products or medicine (both medical and alternative). On the other hand, green is also used in finance and can be linked to money or greed, this is usually done with a darker shade of green.
10 words associated with the colour green:
Spring, safety, fresh, hope, nature, medicine, light, relaxation, greed, wealth.
Black is often associated with darkness, evil or gloom, used historically to denote the ‘bad guy’ or witch in films and worn traditionally to mourn. However, the modern day sees the use of black within luxury items too, representing elegance and wealth, seen in black cars, formal wear or smartphones. Many large corporations use the colour to show their superiority but black should be carefully considered as when used in the wrong context can negatively impact your business.
10 words associated with the colour black:
Death, sadness, evil, darkness, formality, elegance, expense, gloom, luxury, negative.
White is often seen as a delicate and clean colour. Used historically for bridal wear, it is seen as pure and untouched. Angels within religion are also depicted wearing white. Sometimes associated with cleaning companies or hospitals, it denotes safety, cleanliness and good. White does not portray warmth and friendliness however, as with black it should be considered carefully when it comes to your companies’ branding. When used effectively it can portray simplicity (Apple has done this very well) but when done badly it can make your business come across as bland and cheap.
10 words associated with the colour white:
Snow, cold, delicate, pure, good, clean, elegance, light, faith, simplicity.
Yellow is often seen as a happy colour, used in children’s books and to portray warmth or sunshine. Children’s nurseries or pre-schools might use yellow in their branding. Much like red, it attracts attention and is often linked to offers or bargains which could denote a cheap feel to your brand. Yellow works well in supermarkets to show products on offer but wouldn’t work for more luxury brand. For example, you wouldn’t see a serious businessman wearing a bright yellow suit!
10 words associated with the colour yellow:
Sunshine, happiness, light, good, energy, bargain, vibrancy, youth, cheap, spontaneity.
Blue is often seen as a clean and pure colour, alike to white but usually when referring to water or coolness. Business such as air conditioning and bottled water suppliers, sports centres or swimming pools and airlines will often use blue in their branding. It is also associated with knowledge, tranquillity and loyalty. Blue is usually avoided by catering companies as it overpowers hunger.
10 words associated with the colour blue:
Loyalty, knowledge, serenity, calmness, coolness, water, air, safety, infinity, meditation.
If you're looking to consider your own business’s colours and branding
give us a call on 01646 651799 or email donna@signspeed.com
