Colour is everywhere we look. It is present in every aspect of our lives – from the clothes we choose to wear in the morning to the bedsheets we get into at night.

But why does colour matter for brands?

That’s because colours are not just visually appealing. They hold immense power in influencing consumer perceptions, emotions, and behaviour. Let’s explore 5 reasons why colour is important in branding.

Colours evoke emotions

Colours evoke emotions and feelings, influencing consumer perceptions and behaviours. By selecting colours that resonate with your brand’s personality and values, you can establish a deeper emotional connection with your audience, leading to increased brand loyalty.

For example, McDonald’s prominently features the colour yellow in their branding. The use of yellow evokes feelings of happiness and cheerfulness, aligning with the brand’s focus on providing a fun and enjoyable dining experience for customers of all ages. By incorporating yellow into their branding, McDonald’s taps into the emotional appeal of the colour, creating an inviting and vibrant atmosphere that encourages customers to associate the brand with positive experiences.

Colours communicate meanings

When you think of the colour red, what comes to mind? Stop signs or Valentine’s day? That’s not surprising since we see the colour daily on stop signs and are bombarded with it in February with promotions for Valentine’s Day. And this makes sense. In western culture, red is associated with danger and love. It might also bring up feelings of excitement, passion, and energy.

We all have associations with different colours and these are subconsciously ingrained in our minds. These are often influenced by historical, psychological, and cultural factors that are so deep we don’t even notice their influence.

Colours set the mood

Colours play a pivotal role in setting the mood for a brand by influencing how consumers perceive and interact with it.

Imagine walking into a spa decorated with various shades of calming blue. The serene ambiance immediately induces a sense of tranquillity and relaxation. The soft blue hues on the walls, coupled with blue-tinted lighting, create a soothing environment that encourages visitors to unwind and de-stress. The colour blue, often associated with peace, serenity, and stability, effectively sets the mood for a tranquil spa experience. Customers are likely to feel a sense of calmness and rejuvenation, making them more inclined to return for future visits.

Colours boost brand recognition

Colours serve as visual cues that help consumers identify and remember your brand amidst competitors.

Consistent use of colours across all branding materials fosters instant recognition and strengthens brand recall. If you are consistent with your brand colours, they become part of your brand identity. For this reason it’s important to incorporate your brand colours throughout the entire user experience.

When you think of Starbucks you think of the colour green. Their signature green is synonymous with the brand and is recognised by people worldwide. That’s because they use their brand colours throughout the brand’s entirety and across the customer journey. They have green in their store, on staff uniforms, on the website and app, and on packaging.

Colours set you apart

Strategic colour choices help your brand stand out, attracting attention, and making a memorable impression on potential customers. Think of a vibrant orange logo, how that would pop amongst logos of more muted colours. As an example, ING bank use orange in their logo as opposed to a lot of banks that use blue.

And Tiffany & Co.’s distinctive shade of blue that sets Tiffany apart from other jewellery brands, creating a sense of exclusivity and prestige.

Or, the colour combination of red and yellow in the Red Bull logo.

In conclusion, colours play a crucial role in your branding. However, it’s important to choose your brand colours with care. Before choosing, it’s important to know your brand’s personality so you can select colours that reflect that identity. Not sure where to start? Take my free quiz.

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