Colour plays an integral role in how we view the world, which is why colour matters for your company brand and is essential for establishing a rock-solid corporate identity. Colours are the backbone of a strong and easily recognisable brand, as colours can subconsciously communicate a brand’s promise to its customers. Choosing the correct colours for your brand can have a significant impact on your business’s overall success.
Why is Colour Use So Important?
Without colour, a vast majority of popular brands would not exist in the way that we know them today. There are several reasons why colour plays such a major role in a brand’s success. These includes:
- Colour engages with your customers’ emotions
- Consistent colours build trust
- Colours help you stand out
Colour Engages With Your Customers’ Emotions
Colours are registered by the brain before any images or text and certain colours can evoke certain emotions. Your brand’s colours can have an emotional impact on your customers and encourage them to take action.
Consistent Colour Build Trust
It is important to ensure that once you have chosen your branding colours, those colours should remain consistent throughout every aspect of your business. A consistent corporate identity with easily recognisable colours can instil a sense of trust and loyalty amongst your audience and reinforces brand awareness.
Colours Help You Stand Out
Carefully chosen and uniquely combined colours can help your brand stand out amongst all of your competition. Uniqueness can often portray a sense of effort, reliability and authenticity to potential customers. If your brand’s colours are generic and similar to that of your competition, you may be easily overlooked and forgotten.
How To Choose The Right Colours For Your Brand
While the perception of colours is subjective, there are some colours that have effects with universal meanings.
- Red: The colour red is often associated with energy as the colour represents both, love and fire. This colour can also evoke a sense of strength and power in the viewer. Brands that make use of the colour red are often perceived as energetic, passionate and powerful.
- Yellow: Yellow is often synonymous with joy and happiness as it is the colour of sunshine. The feeling of warmth emitted from the colour yellow can aid a brand in communicating a sense of friendliness or cheerfulness.
- Orange: The colour orange is defined as a warm colour that can instil emotions ranging all the way from comfort to enthusiasm. It has very high visibility due to its brightness and can be used to catch attention and highlight elements of your brand’s design to potential clients.
- Green: As the colour of nature, green often symbolises growth, prosperity and freshness. Green has a strong correspondence with positivity and can be used to show that your brand is ambitious and focused on growth.
- Blue: The colour of the ocean and the sky, blue can be likened to feelings of depth and stability. Making use of the colour blue in your brand’s colours can introduce a sense of calmness and peace to your customers as blue is strongly associated with tranquillity.
- White: A high percentage of prominent, well-established brands incorporate the colour white in their corporate identity. This is because white has positive connotations and often denotes purity, safety and cleanliness. The colour white can help refine your brand and ensure that your colours are impactful yet clean and fresh.
- Black: Black is frequently linked to formality, elegance and mystery. Brands that include variations of the colour black are often perceived as professional, sophisticated and powerful. The use of the colour black can induce a sense of curiosity amongst new customers and feelings of professionalism and reliability amongst your existing customers.
Colours have a strong psychological effect on how prospective clients perceive your business’s brand. By harnessing the correct colours that match your business’s essence and message, you will be a lot more likely to create interest, drive action and generate leads.