How to pick the right colour for your brand?
A major aspect which is the least talked about is the right colour for a brand. A signature colour can increase brand recognition by 80%. Surprised? Yes, this is the reason why it’s important to have a consistent brand colour palette. The right colour can improve readership by 40% by making messaging easier to read and more visually appealing. Every Entrepreneur should focus on the colour palette of their brand logo along with the other essential aspects for building a brand. Colour is a huge factor in brand recognition and it is one of the first things our brains perceive from a brand, so it’s often the first thing that pulls us in.
Colours and their Impact
According to various studies, the world’s most popular colour is blue. Based on surveys conducted by several global marketing firms, people worldwide picked blue (40%) as their favourite colour followed by purple (14%). Though, some researchers also suggest that red and green are a close third and fourth respectively. White, orange and yellow are considered to be some of the least favourite colours.
33% of the top 100 brands in the world use the colour blue in their logo. The colour blue is said to relate to one-on-one communication and personalized messaging, which helps customers feel more personally connected to the brand. Stability, harmony, peace, calm and trust are just some of the feelings your customer may feel about your brand when you integrate the colour blue into your branding. Top brands like Facebook, Twitter, Skype and Walmart often use blue in their marketing. Some retailers add their guarantee, trust certification or free shipping icons in a blue colour to symbolize and strengthen trust.
Purple is connected to power, luxury, wisdom, and spirituality. Psychologically, purple is a royal colour but avoid using the colour too much as it can cause feelings of frustration. Yahoo and Hallmark are a few examples of the brands that use this colour in their branding.
The colour red represents excitement, energy, and action. This colour can provoke strong emotions and may also trigger danger so you want to use the colour sparingly. Red is the iconic colour used by brands like Coca Cola and YouTube. The colour red tends to encourage appetite, which is one of the reasons why brands like Coca Cola and Zomato use it.
The colour green affects the human mind to a great extent that it soothes and relaxes mentally as well as physically and also helps reduce anxiety and nervousness. Most businesses use the colour green to represent their brands as young and playful and their products usually include bottled beverages, green tea brands and a number of environmental products.
Pink is the palliative colour that suppresses anger and anxiety due to its calming effect. That is why prisons and mental healthcare institutions paint their walls pink to control the behaviour of those out-of-control prisoners and patients. Pink is also a popular colour for brands that primarily serve women. As the colour pink revolves around femininity, playfulness, and unconditional love, brands like Victoria’s Secret and Barbie use the colour generously. Victoria’s Secret even named one of their brands Pink.
White showcases goodness, cleanliness, and peace. Most of the e-commerce websites tend to use the colour white as the background colour for their product photo as the black font on a white background is the best colour combination for readability. Based on studies, the safest car colour is determined to be white, as it is the most visible colour under all conditions except snow. Though surprisingly, lime-yellow is the most visible colour on the road. But being an unpopular choice for a car colour, white is a more practical choice.
The medical industry also relies on white as it is the colour of protection, comfort and safety, that’s one of the reasons why doctors use white coats. According to Pantone Inc., white is the best selling colour for the classic American T-shirt. White can create a sense of space or add highlights, that’s the reason why designers often use the colour white to make rooms seem larger and more spacious. Many brands have a white version of their logo along with their original logo to make it visible when placed on darker backgrounds.
Black is bold, but that is certainly not a bad thing. It’s a colour that makes a very powerful and striking mark and can give a feeling of superiority and strength. Black is a popular colour in retail as many fashion retailers like Nike, Paul Smith and Puma use black in their logos and branding.
Grey represents neutrality and balance. While grey is not always the primary colour in logos, it is seen throughout many logos as a supporting colour that enhances the main colours and brings together the look and feel of a brand. Apple, Forbes, Mercedes-Benz and Bing are examples of brands who use the colour grey in their branding.
Yellow is the brightest colour of the visible spectrum and is the most noticeable of all. It evokes feelings of happiness, positivity, optimism, and summer. The colour yellow is used by brands such as Ferrari, McDonalds and IKEA. Yellow brings energy, attention, and cheerfulness to any logo design and branding.
Orange is the only colour that is named after an object. Due to this, it has obvious associations to the fruit and citrus industry. Orange represents creativity, adventure, enthusiasm, success, and balance. The colour orange adds a bit of fun to any marketing material. While orange grabs the attention of people of all ages, kids in particular, are drawn to it. Whether it’s Nickelodeon’s logo splash or Cheetos or Fanta, kids seem to have a special affinity to the colour. Orange also plays a big part in the construction and safety industries as it is clearly a highly noticeable colour.
Yellow + Red = Hunger
Colours affect the taste as well. A recent discovery shows that colours affect the way we taste the food. For instance, an orange or cream-coloured cup makes us feel like chocolate tastes better than in any other cup with a different colour.
No wonder fast-food giants like McDonald’s, KFC, Burger King, and many other restaurants use this colour scheme. Researchers say that red and yellow are the most appetizing colours. Having said that, they advise not to paint your kitchen yellow if you’re on a diet. You’ll just end up frustrating yourself after giving in to the temptation.
Benefits of picking the right colour
The right colour attracts the right niche audience and helps you to reach the brand’s target audience with maximum accuracy. The right colour registers your brand in the mind of the audience at the very first glance. First impressions are incredibly important to develop loyalty; 48% of consumers report that they are more likely to become loyal to a brand based on their first experience with the brand. Colours affect our depth perception as well. We perceive warm colours to be closer to us while cool colours to be farther. Same with light and dark colours, lighter colours are perceived to be nearer and darker colours are perceived to be farther. So, take your time and choose the colour for your branding and marketing wisely.
Colours don’t exist! They’re all in your head.
Yep folks, you heard it right. Technically, colours are something that our brain creates while trying to process the signals it receives from the outside world. Just imagine, what if our brain doesn’t function that way? There are chances that our world would probably look like a scene straight out of a 90s sci-fi movie. So, all hail the brain!