When it comes to creating your brand, there are several things to take into consideration that will affect how your business is viewed. Choosing the right color palette is so important. Colors carry a lot of psychological meanings that come from culture and experience. It helps to know the general thoughts and feelings associated with certain colors when selecting your palette so that you know what you’re subconsciously saying to your audience.
Red tends to represent high emotions such as passion, excitement or anger. Just looking at the color can increase your heart rate. Also red says “look at me!” and “I’m important!” Businesses that use red generally want to stand out by creating intensity in their brands.
Orange is usually used for brands that are more friendly, energetic and outgoing. Some brands will use orange to show off their playful side. A business that people might think of as cold and unfriendly might want to use orange somewhere in their brand to show that they are in fact personable and approachable.
Yellow evokes optimism. It’s bright and sunny. Brands that want to create hope and happiness will usually incorporate yellow as a primary color in their logo designs. Others will use splashes of yellow throughout their creative marketing to keep their audience positive.
Green can represent a few ideas. One is wealth, which translates into stability and safety. Another is health. You see this a lot in health foods, but even fitness centers will use green to point out that they are health-focused. And, of course, green represents nature and can appeal to an audience that is environmentally conscious, even when your business has little to do with the environment.
Blue is used a lot in corporate logos because it says the business is trustworthy and reputable - think of a blue ribbon. And some people look at blue and think of the sky and water, which gives off a feeling of calmness. Overall the color tells its audience they’re in good hands.
Purple has a couple of possible meanings. Most people associate purple with regality, so they may think they’re looking at a high-end brand for a luxury product. But it also can represent spirituality and mystery, making your brand alluring and intriguing.
Pink is generally used when branding specifically for a feminine audience. Regardless of whether or not pink appeals to you, the color tells women something is specifically for them. But it can also be used to represent youth and innocence.
Brown, similar to green, is associated with natural and earthy brands. It can also make your brand look old-fashioned or historic if that’s the vibe you’re going for. Generally people feel safe with brown because it’s simple and straightforward.
White, for many people, says a brand is pure and noble. Similar to blue, it evokes trust. Think of a white tablecloth where you see everything and nothing is hidden. White is also associated with cleanliness and you will see it a lot in healthcare brands.
Black is a classic, but still carries a lot of meaning with your brand. Like purple, black is associated with high-end brands, giving off a powerful, yet elegant vibe. It’s also seen as sophisticated and modern and sometimes edgy because of it’s boldness.