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What your branding colours say about you....

Have you ever thought about how important the colours you use in your branding are. 

Large companies understand the importance of the proper use of colour - to stimulate senses, for memory recall purposes and to convey a message instantly that other communication methods would struggle with. 

Choosing the correct colour for your brand is vital. 
Once you choose your colour it should follow through on all your promotional materials, including your logo and any packaging you may have. As much as is possible, your colour should make you stand out from the crowd while at the same time work with your industry and the image you wish to portray.  
You also need to take into account colour psychology - which can be very complex. 

You can see below the universal meaning of colours. 
Check this out and have a think, do your branding colours match the image you wish to portray? 

Blue: Cool blue is perceived as trustworthy, dependable, peaceful fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.

Red: Red is the most emotionally intense colour, it activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger or indebtedness.

Green: In general, green connotes health, freshness and serenity. However, green's meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming. Green also symobolises nature. 

Yellow: Cheerful sunny yellow is an attention grabber. In every society, it is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.

Purple: Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality.

Pink: Pink's message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.

Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons.

Brown: This earthy color conveys simplicity, durability, realiability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.

Black: Black is serious, bold, powerful and classic, the colour of authority. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.

White: White connotes innocence, simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products to imply sterility. 

All the colors above can be categorized into two basic categories: warm and cold. In general, warm colors, like red and yellow, send an outgoing, energetic message, while cool colors, like blue, are calmer and more reserved. 

Leighann Nolan 12-Mar-2014 0 Comments
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