We all know it’s pretty amazing how colors can have an effect on our moods. At Ns Branding in Houston, we understand the power of color on something else: marketing. Did you know that brands put careful consideration into the colors they choose to represent themselves?
With all the color options out there, how do you know where to start? When it comes to designing a logo to represent your brand, color is imperative. But how much does it really affect the consumer? Well, a recent study has found that almost 90% of quick judgements concerning a brand can be made based on color alone. Isn’t that wild? All of this ties into color psychology, a study on how colors can affect our behaviors and thought patterns.
Different colors, different effects
For example, if you’re marketing baby products, you may lean towards softer, calmer colors such as light blue or other pastels. These colors can be associated with tranquility, femininity (think moms), and peace. When parents are shopping for baby products, they are looking for natural, safe products. Your brand colors should be a reflection of these traits.
Or, if you’re in the restaurant business, your colors should be associated with hunger. You may wonder if this is possible. Well, it turns out that bright colors like red and yellow can have an impact on our appetites, and induce energy or activity. A classic example of this color scheme is the mega food chain McDonald’s. There’s some (literal) food for thought.
Of course, this data is not foolproof. There are many factors that go into how someone personally interprets colors on an emotional level. Maybe light colors bore them, or bright colors freak them out. You can’t automatically know how each person will react to your color scheme. This is why there are no “rules” when it comes to choosing colors for your logo. The bottom line is, you need to create an overall feeling and presence for your brand that reaches your target audience. Colors are just a way to get you there.
What’s your personality?
Each brand has a personality. Some brands we associate with wisdom, knowledge and power. Other brands we associate with honesty, peace, and naturalism. Whatever your product and target audience is, you have to understand what brand personality is going to make the most sense. Colors can help you emphasize this personality, if used correctly.
Using the baby products example from earlier: maybe you decide on light colors for your logo. How else can colors help? Well, maybe your website is formatted in white-washed tones with lots of space. The photos you choose may have softer colors or focus. Your social media scheme may focus on more lights or neutrals. Overall, you’re trying to convey a calm, peaceful personality to parents who are looking for trustworthy and high-quality baby products. If your colors are too dark, it could seem out of place for such a brand.
Stand out from the crowd
Your logo is one of your most important defining factors as a brand. If it’s boring or badly designed, this can reflect very negatively on your business. Choosing the right colors can really make your brand pop. It’s proven that contrasting colors (or signs with logo-background contrast) can catch attention more effectively and draw people to your brand.
If you choose colors that can catch the eye, you’re guaranteed some attention. Just be sure that it’s more appealing than repelling.
The bottom line
Since there’s no way to accurately guess how someone will react to a color, there’s good news and bad news. The bad news is you have no straightforward guidelines on what’s guaranteed to make your brand stand out. The good news is you have lots of freedom to design your logo, and can use color psychology in a supportive fashion.
Take a look at this neat infographic that breaks down the colors and their meanings, and shows you some popular brands that are using their colors wisely.
If you need a logo for your brand, or are in search of someone to help you create an amazing brand that you can be proud of, look no further than Ns Branding. We have all the tools necessary to build you the brand of your dreams. There’s a lot that goes into branding a company, and expert advice may be just what you need. Websites, signage, social media maintenance, banners, signs, and more: it’s all here at Ns Branding. As a trusted Houston-based branding company, we have the resources for you. For more information or to submit an inquiry for your brand, take a look at our services here.
