Color Me Impressed: Putting Color to Work for your Brand

Posted by Nick Fischer on Mar 19th, 2019 in Marketing & Design

It’s well known that colors have a strong correlation to emotions. But did you know that the part of our brain that handles emotions is the same part of the brain that drives human behavior? That means that if you can generate an emotional response, you can also likely use that to influence behavior.

We’re not suggesting that picking the right color gives you mind control, but it might be a close second.

If you look at the most successful companies in the world, you’ll notice a similarity between how they position their brand, and it’s all by generating emotion. Creating an emotional connection with your customer base is the most effective way to build sustainable growth, trust, and loyalty. You can do this too, starting with how you select the color palette for your brand.

How Do I Pick My Brands Colors?

Put yourself in your customer’s shoes and imagine the emotion they want to feel when interacting with your brand. If your customer wants to feel edgy and youthful when they purchase your product, then ensure that your color choices reflect that personality. On the other hand, if your customer values dependability and reassurance when they interact with your brand, then your color choices should mirror that.

Here is a high-level breakdown of colors and the emotional responses that typically correlate:

 

These associations may be tried and true, but when it comes to making color decisions for your brand, there are many other factors to consider. Choosing one specific color isn’t guaranteed to elicit a specific emotion in all of your customers, because color reactions and bias vary greatly depending on cultural background and individual experiences.

But there are still practical applications of color psychology that can be very helpful to consider in your marketing plan. At the end of the day, color is a force with unprecedented power that can trigger emotional responses and help nurture a connection between your brand and your customer base. The right color can give your brand a platform and take your business to the next level.

Looking for help on brand development? Contact us for a free brand consultation.