Just like typography, color is one of the most important components of a brand image. It helps define how it is perceived and what it transmits. It also has the power to attract the right audience.
This important element speaks to our senses, it has the power to improve our memory and attention, and even the power of converting us in decision making. It is such a complex world, that behind it there is a whole psychological explanation to be studied and understood, so here we explain what is the Psychology of Color, and why it should matter to your brand!
Did you know that certain shades can make you feel moody, sad, happy or relaxed?
That is exactly the Psychology of Color: the study of how this visual impression influences our behavior and mood. And though it’s hard to believe it, it’s so complex, that sometimes it affects us without us noticing!
Let’s go step by step: we should all know now, that within the wide palette of shades we use every day, there are warm colors (red, orange, yellow, fuchsia) and cold colors (green, blue, purple).
When it comes to warm colors, even their name helps us understand: they are the colors that give us security, dynamism, power, strength and even optimism! On the other hand, cold colors convey confidence, tranquility, relaxation, hope or elegance.
Every day we are exposed to an infinite number of shades, and they sometimes define how we react to different situations throughout the day.
Imagine entering a medical office where the walls are black, furniture is gray and the uniforms are green. Wouldn’t you think “Is this my doctor’s, or Frankenstein’s office?”
Applying this to your business, you should always consider the values and image of the company before deciding on a color palette. It is not a coincidence that banks and insurance companies always opt for cold colors, with the exception of some cases, of course. Think of Chase, Citibank, Zurich, Axa.
Why do they choose these colors? Remember the values: Confidence that your money is safe. Peace of mind knowing that your insurance will cover you without problems. Sounds familiar?
Carbonated drinks almost always opt for warm colors, as do fast-food restaurants. The most obvious examples? Coca-Cola, McDonald’s, Wendy’s, Dr. Pepper, Chik-Fil-A.
Red is the color that the five brands have in common, this makes them stand out above the competition! It is energetic and stimulating. The analysis says that it leads us to buy products of these brands because this will make us feel just like them: happy and empowered!
When we talk about fashion, the most famous brands use a good mix between cold and warm, this not only expands their market but responds to the needs of all their customers! However, there is a color that stands out among all of them: black.
What does it transmit to us? Elegance, boldness, and sensuality. It generates sales because it is exactly what people are looking for when buying clothes: feeling attractive, fancy, like a million bucks!
These are just some examples of how color psychology can help your audience understand what your business is about and what it stands for.