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BRAND COLOURS: WHY IT'S SO IMPORTANT TO CHOOSE RIGHT?

Updated: Jun 2

Have you ever noticed how some people (or experienced designers) are able to create gorgeous designs or compositions effortlessly? You just look at their work and sometimes it's even hard to understand how and why it looks so good?


I think one of their secrets is knowing how to use the colours and their magic - I mean the knowledge of colour psychology and the ability to mix & match them at the master's level.



Why?


Cause actually it provides you insights and proper guidance to create a remarkable (art)work which will originate an emotional and instinctive reaction (keep it in mind cause this reaction often moves into buying from you (or opposite).

Indeed, the science of colours and its psychology actually are so important that actually almost all design or Art students have all semester courses about it and I can't imagine any kind of creative studies without this discipline. Because colours work at a subconscious level- faster than any images or words. Even if we all see colours a little bit different, but the basic our response to the colours are always quite the same and you could learn to use it as the advantage of your brand.


You may ask- HOW?


The answer is that colours have the power to make us feel- some of them give the emotion of happiness, calm, relaxation or energised and some make us feel sad, cold or heavy.

While choosing the right colours can enhance your brand perception, the wrong colour selection can do harm to your brand image. For instance, if you choose the colours for your content or logo, it can turn out to be less readable, and hard for your audience to understand. Or you can risk being ignored altogether.

So, finally, let's chat about the colours:


RED


Words that describes: strong, motivated, energetic, aggresive, courageous.

In colour, psychology red is the most intense colour. Red is like an alert- it always captures attention. It is often associated with excitement, passion, danger, energy, and action. To be honest, red will definitely make the maximum visual impact. You might’ve noticed that red is common for ‘order now’ buttons or for packaging as a way to stand out on the shelf. Brands use red to build excitement. Often useful as an accent colour to stimulate people to make quick decisions, for example, for 'Buy Now' or 'Click Here' buttons on Internet banners and websites.


BLUE

Words that describes: logical, intelligent, calm, clear, conservative, ordered.

Blue is a masculine colour. According to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability.


Blue’s meaning is all about intelligence, harmony, calm and trust. These are just some of the feelings your customer may feel about your brand when you integrate blue tones into your branding. Keep in mind that blue is considered beneficial to the mind and body & produces a calming effect.


It's a clever choice to use blue promoting products and services related to cleanliness, air and sky (airlines, airports, air conditioners) and intelligent services (law or medicine businesses).


Keep in mind blue is a bad fit for food and cooking because blue suppresses appetite.



BLACK

Words that describes: heavy, luxurious, serious, glamorous, dramatic.

Black is a powerful colour, associated with power, elegance, formality, and mystery. Also black is a popular colour in the fashion field - grand retailers such as Chanel, Adidas and Nike use it. Also, this is the colour that represents strength and authority; it's a very formal, elegant, and prestigious colour (black tie, black Mercedes). On the other hand, black is the symbol of grief and can evoke emotions such as sadness and anger.



WHITE

Words that describes: pure, clear, simple, cold, clean.

Probably you think it's not a colour and not worth to add into the list, but actually white has a lot of characteristics to mention.


As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity. White is bright and can create a sense of space or add highlights. Designers like and often use the colour white for a spacious, clean look. The colour white often seems like a blank slate, which symbolises a new beginning or a fresh start. On the negative side, white can seem stark, cold, and isolated.


Probably you recognise that many brands who have white as a central colour tend to pair it with black or grey.


YELLOW

Words that describes: optimistic, friendly, warm, happy, extrovert.

n colour psychology, the yellow colour meaning goes around sunshine- it naturally evokes feelings of happiness, positivity, optimism, and summer. Do you know that yellow actually boosts our memory and also encourages communication? It’s a colour that promotes activity and interaction.I could describe it as glorious, cheerful and optimistic, but, on the other hand, it can be a bit difficult colour to integrate into your branding.


Likewise, keep in mind that yellow stands for caution, and it’s used for traffic warning signs and traffic signals in nearly every country.



GREEN

Words that describes: optimistic, balanced,, stagnant, relaxing, calm.

Green is the most common colour in the natural world, and it’s second after blue as the most common favourite colour. In colour psychology, green is highly connected to nature and money, so it's a perfect fit for the health industry or products which is about landscaping, agriculture and similar things. People associate green with vitality, fresh growth, and wealth. It naturally symbolises a balance, health and youth.




BROWN

Words that describes: earthy, cozy, stable, balanced, heavy, materialistic.

Colour brown is usually associated with resilience, probably due to its earthy tones. It is viewed as a colour that provides safety and security. Actually brown is a great alternative to black. This colour creates an organic, earthy and cozy vibe. Also brown is seen as a colour that provides safety and security. By colour psychology brown reminding us about the things like our connections to earth, home, family. In marketing, you’ll find that brown is often used for natural products and food.




PURPLE

Words that describes: creative, spiritual, mystical, inspirational, serene.

Purple colour is often associated with luxury and power. Often purple is described as a royal colour., so psychologically purple colour meaning is connected to power, nobility, luxury, wisdom, and spirituality. But you should keep in mind that using it too much can cause feelings of frustration.


Also, I would like to mention, that purple is a great colour for businesses on a spiritual mission cause it is commonly associated with mysticism and magic. This colour can be used to create a sense of the unknown, of curiosity and mystery. Similarly, purple often inspires creativity.



PINK

Words that describes: romantic, naive, feminine, intimate, gentle.

In colour psychology, pink meaning revolves around femininity and playfulness. It's the flush of first love and stands for nurturing femininity, so people naturally think of pink as an innocent and cheerful colour. Probably you had already realised that pink is popular among brands that primarily serve a female audience and there is no question why. Also, I would like to mention that the soft pink colour has a calming effect cause suggests safety and vulnerability.


And this is it for this time- I reviewed only the most common used colours, but there are soo many shades and grades that it's probably impossible to describe them all.


Anyway, I hope it will be useful for you if you want to understand the art of colouring.

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