What does your brand colour say about you?

Brands live in our heads, whether we like it or not.

The pertinent question isn’t whether they’ve buried themselves into our subconscious, it’s “how did they do it”. You’ll be glad to know brand propaganda isn’t being trickled into your ear when you sleep. The truth is that every brand message that finds you has been carefully crafted, right from the company name and copy to the visuals and colours, specifically to jive with you, the target audience.

As humans, we’re highly exploitable. While that might sound nefarious (and it certainly is in some circumstances, especially where the advertiser has loose morals), in the majority of cases it comes down to a company with a product and service they think can improve your life. The branded messages are a way for them to tell you how they’ll improve it and to get you hungry for their services.

While there are many facets to how a brand digs its way into you mind, in this week’s piece we’re going to concentrate on colour psychology of brands: the messages a certain colour sends, why certain brands use it and what your brand colours say about you.

The Impact of Blue in Branding

Blue conveys trust, reliability, and stability, effectively communicating a brand’s professionalism and dependability. A well-known example is Facebook, with its iconic blue logo symbolising a safe, reliable platform for global communication. A drawback is that blue can signify overly clinical, emotionless states and a lack of warmth.

The Essence of Green in Branding

Green, the colour of growth, freshness, and eco-friendliness, resonates with businesses focusing on sustainable practices. Starbucks, with its verdant logo, aptly reflects its commitment to sustainable sourcing and environmental stewardship. The danger with this brand colour is that if you’re claiming to be these things and you’re actually not all that green and sustainable, you’ll be called out for green washing.

Red’s Attention-Grabbing Effect in Branding

Red is the colour of urgency, passion, and excitement. Brands seeking to make a bold statement often utilise red in their branding. Coca-Cola’s famous red logo is instantly recognisable and perfectly captures the energy and excitement associated with the brand. A potential drawback of red is that it can signify other passions, like lust, anger or even elements of danger. Use with care.

Yellow’s Creative Spark in Branding

Yellow is a cheerful, warm colour, symbolising optimism and creativity. McDonald’s golden arches, for instance, evoke feelings of happiness and positivity, aligning with their brand promise of ‘I’m lovin’ it’. Careful though, for all its playfulness and innocence, yellow can give the impression of naivety when not done right.

The Elegance of Black in Branding

Black represents elegance, sophistication, and authority, often used by luxury brands to exude exclusivity. The classic black logo of Gucci, for example, signals the brand’s high-end, premium quality products. As always, there’s a fine line between elegance and snootiness. If you’re claiming to be sophisticated and luxurious when actually you’re a bit tacky, you could be tripped up.

White’s Modern Purity in Branding

White stands for purity, simplicity, and cleanliness. In branding, it’s used to suggest a modern, minimalist aesthetic. Take Apple, for instance, whose minimalist white logo perfectly complements their reputation for sleek, cutting-edge designs. On the other side, minimalism is hard to get right. You don’t want to appear boring.

Orange’s Enthusiastic Energy in Branding

Orange signifies energy, enthusiasm, and warmth, portraying brands as friendly and approachable. Fanta, with its vibrant orange logo, communicates a sense of fun, energy, and youthful spirit that aligns with the brand’s personality. Similar to yellow, orange can be a tough one if you want to be taken seriously. It has to be right for your brand character.

Colour Choices in the Built Environment Sector

In the realm of built environment businesses, such as architects, engineers, and property developers, the colours blue, white, and green often predominate.

• Blue, as mentioned, communicates trust and reliability – essential attributes for businesses that literally build our surroundings.
• White, with its connotations of purity and simplicity, symbolises the minimalist aesthetic that’s often favoured in contemporary architectural and interior design.
• Green, representing growth and sustainability, aligns with the increasing emphasis on eco-friendly practices and sustainable development in the industry.

Whether you’re a huge national business or an SME, your colour scheme sends a message before any other part of your brand.

The question is, whether that’s the right message.

The Power of Colour in Your Brand

The colours in your branding can significantly influence how your business is perceived. By understanding the psychology behind each colour, you can create a brand identity that resonates emotionally with your target audience.

Remember, colour is not merely an aesthetic element. It’s a powerful form of non-verbal communication that conveys your brand’s essence.

Choose your palette with care. Or hire someone who can help you do it.

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If you need help with your company’s branding, give Luma Marketing a call today and we’ll help you show your brilliance to the world.