{"id":115,"date":"2016-06-24T13:57:21","date_gmt":"2016-06-24T10:57:21","guid":{"rendered":"http:\/\/socialfreaks.org\/blog\/?p=115"},"modified":"2025-02-12T16:01:10","modified_gmt":"2025-02-12T14:01:10","slug":"color-psychology-branding","status":"publish","type":"post","link":"https:\/\/blog.socialfreaks.bg\/en\/color-psychology-branding\/","title":{"rendered":"Psychology of Colors. Branding and why it sells!"},"content":{"rendered":"

When it comes to\u00a0branding which brand can you think of in red? Coca-Cola<\/span><\/strong>? How about in blue? Do\u00a0HP<\/strong><\/span>, Facebook <\/strong>and<\/span><\/span>\u00a0<\/span>Dell <\/strong><\/span>pop up in your mind? This is no accident! The colors brands use in their branding are at\u00a0the core of their corporate identity<\/strong>! Through colors we recognize them and\u00a0discern them from other brands. Through their colors we recall\u00a0emotions, experiences and memories. Colors speak without using words<\/strong> – that’s why they are such powerful\u00a0activators!<\/p>\n

Colors are key factors in the branding strategies<\/strong> of companies. We could say that the success of the brand and its products depend on them. Visuals are more important than ever – that’s why the “clothes of the brand”<\/strong>\u00a0can make it either undeniably recognizable or easily neglected. Why? It’s simple – colors have a psychological effect<\/strong> on\u00a0people’s emotions and the way them make decisions. Studies show that 85% of people make a decision to buy<\/strong> on the basis of product or\/and packaging color. And it only takes 90 seconds<\/strong> for someone to form\u00a0an opinion about a product (60% – 90% of the factors leading to that decision are based on color).<\/p>\n

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\"infographic-sales-color\"<\/p>\n

Source:\u00a0dashburst.com<\/h6>\n

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“Every brand with<\/p>\n

VISUALS THAT STAND OUT<\/span><\/p>\n

becomes recognizable, wins the hearts of its audience and fulfills its marketing goals more easily”.<\/p>\n

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How do brands choose which colors to use and what do colors “say” in general?<\/strong><\/p>\n

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YELLOW\u00a0<\/span><\/strong><\/span>is most often associated with optimism<\/strong>. It has the radiance of youth, energy and lightness. Some\u00a0call it a “safe”<\/strong>\u00a0color because it’s never associated with anything serious or threatening. Mostly it’s used to draw attention.<\/p>\n

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ORANGE\u00a0<\/strong>speaks about\u00a0<\/span><\/span>creativity, friendliness and enthusiasm.<\/strong>\u00a0It unlocks the desire to have fun and celebrate life.\u00a0That’s why it’s most commonly used to reach\u00a0younger audiences<\/strong>.<\/p>\n

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RED\u00a0<\/strong><\/span>tells it all!\u00a0Passion, speed, love & courage!<\/strong>\u00a0It’s the Color with capitol “C”\u00a0– it activates, stimulates and awakens powerful emotions. That’s why only a brand with a\u00a0daring personality<\/strong> can pull\u00a0off the color RED. A perfect example is Richard Branson’s<\/strong> Virgin Group<\/strong><\/em>.<\/p>\n

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PURPLE\u00a0<\/strong><\/span>is the color of\u00a0luxury, royalty and wisdom<\/strong>. A color that screams ambition and creativity. Every brand with that\u00a0identity invites its customers to enter into the world of “unlimited opportunity”<\/strong> where they can have and be “more”.\u00a0Purple is a bold color that conveys\u00a0the message of opportunity and leadership. Very often it’s associated with trust and influence. It’s also used in the Beauty industry, especially with luxurious, high quality wellness<\/strong> products<\/strong>.<\/p>\n

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PINK\u00a0<\/strong><\/span>brings the message of romance and care<\/strong>!\u00a0Intense pink\u00a0(magenta) speaks about standing out and femininity<\/strong>. In\u00a0its lighter tones it’s\u00a0perfect for brands targeting young teenage girls.<\/p>\n

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GREEN\u00a0<\/strong><\/span>speaks a lot of languages!\u00a0It tells the story of growth, new birth and natural freshness<\/strong>. It reminds us of tranquility and relaxation. In\u00a0its darker, more intense tones it’s associated with wealth, prosperity and abundance.<\/p>\n

Green is a complicated color which gives a sense of security and intrigues all at the same time. But most importantly – it’s definitely the color of brands with natural products<\/strong> – bio food, natural cosmetics or clothes from natural material.<\/p>\n

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BLUE\u00a0<\/strong><\/span>is used in so many contexts – it’s just too hard to put it in a box! But we can definitely say that blue is the color of dependability<\/strong>. It gives a sense of strength, calmness and security<\/strong>. That’s why so many brands trust its message! Think about it – IT companies\u00a0(Samsung, Dell, HP); engineering\u00a0(General Electric, Ford); financial services\u00a0(PayPall, American Express), even most of the social media platforms are blue\u00a0(Facebook, LinkedIn, Twitter).<\/p>\n

Without doubt blue is the most powerful and influential color<\/strong> because people trust it – security and dependability<\/strong>. No wonder it’s everyone’s favorite – 57% of men and 35% of women prefer blue to other colors.<\/p>\n

In its lighter tones blue can be associated with calmness, rest, compassion and care. But in most cases it’s associated with high quality and high tech brands.<\/p>\n

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BROWN\u00a0<\/strong><\/span>is the color of nature and relaxation, luxury and tradition<\/strong>. Mostly it speaks about\u00a0an established brand, a company with a long history, a lot of experience and expertise.\u00a0The color brown has an earthly, simple and honest message, yet classical<\/strong>, authentic\u00a0and hard to copy.<\/p>\n

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BLACK\u00a0<\/strong>is\u00a0bold, powerful and confident and speaks about strength, prestige, manliness and style<\/strong>.\u00a0It’s often used in luxurious and high quality products. Black is emblematic for authority<\/strong> and importance. Many brands prefer the color black simply because it stands good on its own.<\/p>\n

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WHITE\u00a0<\/strong><\/span>carries the message\u00a0of simplicity<\/strong>.\u00a0That’s why it’s used by brands that want to accentuate<\/strong> on their simple style, like Apple.\u00a0The color white is also associated with the baby industry and with products that communicate cleanness and\u00a0hygiene.<\/p>\n

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Which colors do brands prefer?<\/strong><\/h4>\n

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\"Color-Theory-Infographic\"<\/h6>\n
Source:\u00a0sortfolio.com<\/h6>\n

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VIDEO: Color Theory & Branding<\/strong><\/p>\n