Color of psychology – meaning for brands
Have you ever heard of colors that convey emotions and speak for themselves?
In our day today, we do not realise how color affects our daily life, and for us might be something secondary. But what if I told you that it is not true? Today we will talk about the importance of color of psychology in our lives.
Colors are our allies. A wise tool to enhance our brand identity. Each color evokes a different meaning. We can associate each color with a series of concepts or sensations. This is known as color psychology or chromatic psychology.
The theory of color is present in marketing, advertising and design, transmitting to the person who sees it some sensations or others, hence that the psychology of color always has to be taken into account if we want to achieve success with our brand.
Each color has a meaning, and therefore we must know what is the theory or color of psychology, to decide what the audience can feel with the visual image of our project.
Blue tones are often associated with seriousness and cleanliness. They convey confidence, so they are commonly used by banks, insurance companies and technology companies such as Facebook or Twitter. Being the color of the sky and water also represents tranquility, freshness and purity.
On the other hand, it also has negative meanings, since it is a cold color that is associated with remoteness and coldness.
Red is the color of fire, of flame, of force. It is a powerful and very visual color of psychology, representing love and hate at the same time.
A color that calls to action at first sight (above others), and that is associated with energy, stimulation, courage, etc. But at the same time, it has negative associations such as: danger, tension and blood.
But be careful on choosing red as is a color that must be used sparingly and to its fair extent, because it is too shocking and can get saturated.
Orange is the combination of red and yellow that represents creativity, quality and warmth; as a variant of the previous colors, it is very stimulating.
It is used a lot to replace red in calls to action, as it does not saturate so much and captures our view from the first instant. Orange tones are energetic, bold and warm colors, especially those with the most intense tones. They transmit vitality , enthusiasm, action and youth. It can also be associated with sensuality, the divine and lust. It is a color that is also often linked to optimism.
Therefore, it is one of the most used colors in advertising, which helps stimulate purchases.
Green is related to ecology, since green is associated to symbolize nature. On the other hand, it also means money, hope, harmony, peace…
It is often used in brands closely linked to the environment or related to nature products such as gardening. It is a perfect color to use in this type of brands, as it is a relaxing and reassuring color.
The darker greens convey calm while the more vivid ones relate more to vitality. Green also represents youth and hope.
The color yellow is used to symbolize happiness, youth and optimism.
But not always this color has positive connotations, as it can be perceived as deception and warning, and many superstitious see it as a symbol of bad luck.
It’s an eye-catching color that can be used at certain points in your design to help your users’ eyes see what you want to point out and associate your products with something positive.
It should not be abused, since it causes a visual fatigue effect, so using it in its proper measure is the best option.
Black means elegance, power, glamour and sophistication. The color black evokes elegance, luxury, sobriety, authority.
However, it also has negative associations such as sadness, loneliness, coldness, etc. It is a color widely used in high prestige brands aimed at a high class audience, as it is a very authoritarian color, stylizing and with which you can create very minimalist effects.
On the other hand, the symbology of this color can also be associated with death and loss.
In Western cultures, white represents innocence and purity. Also cleanliness, peace and virtue. In some Eastern and African cultures, however, the colour white represents the colour of death.
The white color is associated with cleanliness, purity, clarity, simplicity, innocence, etc.
It is usually the most used for the blackgrounds, since it gives an absolute perception of space and amplitude.
All brands and companies have a branding or visual identity that identifies them and that should normally include a corporate color palette. What should we take into account when choosing a main color for our project? There is many websites where you can create your palette, however we higlhy recommend Adobe Color as it gives you so many different options and examples.
Color psychology will play a decisive role in choosing corporate color for a brand. We must inform ourselves before and study the aspects and qualities that are attributed to each color. For this it is important that we know our audience well and also its origin. Only in this way can we study together with the mission, values and vision of the company we want to communicate, what color can help us to convey that message and, at the same time, to differentiate ourselves from the competition and other companies in the sector.