Did you know the average person makes a subconscious judgment about a newly discovered product or service within 90 seconds? According to the Institute for Color Research, it’s true! More importantly—2/3 of those judgments are based on color. That’s why it’s so important to have an understanding of the meaning of colors and how they could translate for your business. If you continue to read, you’ll learn:
- The Meaning of Each Color
- How to Choose the Right Color Palette
- How to Make Your Logo Memorable
The Meaning of Each Color
A lot of research has been done on color and our responses to each of them. Depending on culture and geographical locations, that response to color can vary greatly. Here in America for example, white is widely linked to purity and happy occasions like weddings. In India, it is more proper to wear white to funerals. Other colors outlined below have a more universal meaning:
- Blue conveys honesty, trust and dependability. It’s also been known to have a calming reaction.
- Pink/Purple is often associated with femininity, fun and youthful
- Green is used by many brands to convey healthy, organic, relaxation, nature or environmentally friendly
- Red shouts high energy, often used to convey a sense of urgency or boldness. It’s been shown to make a heart rate elevate, make breathing more rapid and to activate the pituitary gland.
- Orange conveys fun, warmth and enthusiasm
- Yellow is often associated with high energy, cheerfulness and optimism
- Silver is often associated with sophistication, class and mystery
- Black conveys elegance, boldness, power and sophistication
Can you think of any big brands who use these colors? It might not be surprising what comes to mind, especially when considering the feelings colors evoke. Red is often used in restaurants because the color activates the pituitary gland, which makes people hungry. Because of the energy associated with red, it’s also often used in the technology and car industry. Blue is widely used in the technology, healthcare and finance industries where honesty and trust are very important. Bright colors like yellow and orange can often be found in the home and healthcare industry because of the association with hope and cheer in times that can be tough.
Careful thought and consideration is given to logo and brand color treatment, as most marketing specialists understand the significance of choosing the right palette for the brand.
How to Choose the Right Color Palette
If you don’t have a marketing professional on staff, how do you choose the right color palette for your brand? First things first.
- Have a full understanding of your brand voice. What message do you wish to convey when people think of your company?
- Choose a color that speaks to your voice.
- Once you have the most significant color “message” chosen, use that as the dominant color in your logo.
- With the dominant color established, now choose another primary color, a secondary color and an accent color.
How to Make Your Logo Memorable
Once you have chosen your company colors, create a style guide with hex values and font selection for your marketing materials. Making sure you stick to your company style guide is important when creating brand consistency. Repetition helps to establish your brand! Use your selected color scheme and font(s) for every piece of marketing including your sales collateral, your website, your social channels, your newsletters—everything that is used you’re your company! By having multiple logo designs, colors and fonts that are all over the place causes brand confusion, often leading to an audience that isn’t able to connect the dots between all of your products and services.
One final thing—make sure you stay away from the colors of your competitors to further avoid brand confusion! You want to stand out, not blend in. Be unique. Be memorable. And if you need help or some guidance in this department, GRIT Marketing Group is here to help! We’re just a phone call away. Give us a shout. We love branding companies! Take a look at some of our work, and happy color hunting!