When you see a red can of cola, what brand comes into your mind? How about a blue can of cola?
Color choices can significantly impact the perception of a brand, and even influence personal energy levels. From logo design to attire for important business meetings, the strategic use of color plays a pivotal role in conveying a particular image to potential clients.
Every visual element, including office paint color and Instagram feed, communicates a message to audiences. The ability to perceive colors accurately has been a crucial factor in driving human evolution. Given this, it’s no surprise that color holds great significance in building and enhancing the value of a brand.
Are you ready to move beyond the conventional red or blue palette? It’s time to explore the expressive potential of color and analyze the message conveyed by your current scheme while discovering how to modify it to align with your branding goals.
Let’s start with the primary colors:
RED: When choosing a color for a logo, it is important to consider the context in which the logo will be viewed. For example, while red may be effective for capturing attention in a logo, it may not be the best choice for paint color in an office setting. Similarly, while a power color like red may seem appealing for a tough negotiation, a color associated with trust (such as blue) or peace (such as green) may be more conducive to a successful outcome.
BLUE: Blue is an appropriate color for businesses that wish to convey trust, honesty, and dependability. It often works well for more conservative companies such as accountants, insurance companies, and banks.
YELLOW: Yellow is a versatile and popular color, which can be either cheerful or powerful. Because it is so widely used, you may want to consider using another color if you want your brand to stand out. Physiologically, yellow is associated with mental activity and alertness. It increases the analytical processes and our logical reasoning, helping us make decisions.
Moving on to the secondary and tertiary colors, a recent survey of the graphic design platform Canva revealed that there is a remarkable commonality among types of industries and their associated colors. These include:
- White: technology, medicine, wellness (e.g., Apple)
- Pink: beauty, toys, lingerie (e.g., Victoria’s Secret)
- Red: retail, health (e.g., Target)
- Orange: fitness, logistics, technology (e.g., Orange Theory)
- Yellow: fitness, digital, budget (e.g., Ikea)
- Blue: finance, health, technology, insurance (e.g., American Express)
- Black: fashion, finance, automotive (e.g., Adidas)
- Purple: luxury, technology, design (e.g., Versace)
- Brown: candy, coffee (e.g., Godiva)
- Green: eco-friendly, health, outdoors (e.g., Whole Foods)
Choosing the right color palette can be a fun and creative process. However, the process can become daunting when you realize that there is so much more to consider than just picking your favorite colors. The best advice? Be authentic, have fun with it, and create a brand identity that looks and feels like you.
Stay tuned for more of our blog updates to help you make sense of what’s happening in the market and speak about the topics that matter most to you. #ForwardwithFairLead
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