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    How does color psychology perform in branding and marketing?


    May 20 , 2024 Posted by admin

    When we see multiple colors, what do we feel? The answer to this is “color psychology.”


    Color psychology is about learning the influence of color on a human’s emotions.


    Let’s say when we see red, we feel love or pain; when we see yellow, we feel happiness and joy.


    In the business world, marketing or branding experts use color psychology to generate emotional connections with the target audience.


    They know how to use color to build a soft emotional link with their target audience.


    Thus, colors are not just to excite children or attract people’s attention.


    Their value is beyond these as they become a powerful way to evoke emotions among humans.


    A perfect color in a professional logo design can be a turning point in your branding refinement.


    Contact Logo Magicians for company branding, online marketing, and professional logo design services to do that.


    What is Color psychology? 



    The first is to learn about the precise definition of psychology, which is the scientific study of human behavior.


    Applying this in color is called “color psychology,” which involves learning how multiple colors influence humans’ moods, actions, and behavior and influence customer persona.


    Color psychology can vary among people of different cultures and nations. Therefore, when learning about color psychology, you must first understand your target market segment.


    Thus, color psychology teaches how colors make people feel and act. It examines how different colors can change our emotions and behaviors and how a consumer’s background and culture can affect how they react to colors.


    What color determines the human’s likes and dislikes?


    This is why branding experts, digital marketers, and graphic designers, with full care, choose the most suitable colors for the brand’s target audience.


    Doing this makes them appear strong and influences clients’ purchasing points of view.


    How does color psychology perform in branding and marketing?

    In the educational sector of marketing and branding, it is now a norm to study color psychology.


    Branding experts, graphic designers, and marketers use colors to generate intended responses from clients and apply them in promotional campaigns, professional logo design, packages, flyers, brochures, banners, and other traditional or digital materials to create a positive perception of their product or services immediately. Thus, consumers keep the brand name in mind for a long time, fulfilling the company’s milestones, goals, mission, and vision.


    Here’s how the color psychology performs in marketing:


    Builds brand recognition



    A brand has its professional logo design, website, app, brochures, business cards, and product packaging designs. The colors are used in all these platforms so that consumers feel the brand’s uniqueness when they view them. Whether digital or physical, colors help consumers identify a brand on the spot, like Pepsi for blue or Coca-Cola for red.


    Using strategic hues or colors can enhance brand appreciation by 80%.


    Colors in marketing materials can help a brand get noticed because they affect how people feel and think. When humans view a brand, they first look at the color arrangement.


    Thus, the color becomes equal to your specific brand.


    Thus, color psychology is about learning how color can best help newly established businesses get instant appreciation.


    Other examples are Instagram, Facebook, and Snapchat. When people look at their colors, they immediately identify the brand.


    Influences mood


    There is a saying that colors can set someone’s mood. Well, this is not 100 percent true, but it can be considered true at a certain level.


    Viewing any bright color, yellow refines our mood and makes us joyful. Similarly, there are thousands of colors, and their combination can evoke a different mood in different audiences.


    This means branding experts can apply the color they think can evoke a positive mood among the intended audience.


    Determines consumer perception



    Colors can help interpret, select, and organize information to create a meaningful image or, more accurately, consumer perception.


    With a great deal of knowledge of color psychology, graphic designers, digital marketers, and branding experts can develop ideas about what feelings, views, and thoughts consumers must have about a brand.


    Consumers often see and read the marketing and branding materials and form an opinion and impression.


    When a brand uses colors like yellow in its marketing and branding materials, it gives a feeling of fun and enjoyment, while if it uses red, it will build a perception of passion and love regarding what the brand does.


    Ensure brand consistency

    Your brand elements are logo, graphics, color, slogan, imagery, brand name, packaging, and more. Use all these elements in all your marketing campaigns and branding efforts.


    For years, you have determined specific fixed colors that will be visible in marketing channels, such as website brochures, social media, and physical banners.


    So, you are making a visual consistent so that when the targeted clients view it, they identify your brand.


    Constant use of your brand color scheme ensures strong brand consistency.


     What are the specific meanings of colors?



    Colors exist in thousands of types. But here are certain vital colors that most brands apply and that people appreciate and are most familiar with when discussing color psychology.


    We discuss each color’s meaning to find out how color can be used in marketing and branding to evoke emotions and communicate a message.


    Here’s what specific colors mean:


    1. Red invokes a sense of passion, energy, aggression, excitement, and action. Examples are Target, Coca-Cola, and YouTube. They all have red logs to show their love and energy for what they do. Brand experts and markers use these colors to make people notice specific parts, like the Call to Action button.


    2. Yellow is the color of warmth, hope, optimism, and clarity. This color is linked with sunshine and summer. Well-reputed brands such as Subway, McDonald’s, and Best Buy apply these colors in their branding and marketing. At certain moments, brands use yellow as a complimentary or add-on color to focus some of their visual content on text.


    3. Orange expresses adventure, enthusiasm, and creativity about the brand. In branding, orange is a secondary color that pulls attention to a big content portion. For example, a website or an app has a CTA bar or an orange box to get attention immediately. Brands such as Home Depot and Nickelodeon use the color to view themselves as friendly brands.


    4. Blue conveys harmony, reliability, loyalty, and peace. This oceanic color is applied by major brands such as Facebook, JPMorgan, Walmart, and Lowes.


    5. Green is the color of nature, growth, and a peaceful atmosphere. It gives a feeling that the brand is promoting sustainability. So, brands that offer soothing services or products, such as spas and salons, use green in their branding, such as logos, marketing campaigns, packages, digital platforms, and banners. Starbucks Holiday and John Deere are the big brands that use green as their primary branding color.


    6. White conveys cleanliness, purity, innocence, and truth. Although this color is not as famous as the others mentioned, brands such as Adidas and Nike, in combination with black and Adobe, in combination with red, have embraced white in their professional logo design to appear prominent on their digital platforms. White never becomes out of trend.


    7. Purple represents power, notability, wisdom, and influence. Brand experts and marketers apply this color to top-notch services or products to express loyalty and trust. Brands like Yahoo!, Hallmark, and Twitch use purple in their logos and other branding and marketing materials.


    8. Pink is a feminine color for women. Women’s target brands apply this color. Brands such as LG, Baskin Robbins, Barbie Avon, and Donut Kings use pink in their professional logo designs.


    9. Black is a robust color that evokes status, formality, elegance, and sophistication. It also evokes death, evil horror, or the occult. Not only this, but the color also evokes depression, bleakness, and mystery. It is a color of multiple sentiments. Brands like the New York Times, Gucci, and Nike use black logos.


    10. Grey is a color of dark clouds or rainy season that evokes comfort, maturity, and calmness. The brand used this color to give shade or tint a color. Luxury brands such as Apple, Mercedes-Benz, Lexus, and Wikipedia use grey colors in their logos.


    General advice to apply colors for branding and marketing

    Experts in color psychology, like graphic designers, brand experts, and marketers, must know how to infuse color cleverly.


    Here are the tips for choosing the most suitable colors for a brand: –


    Pick authentic colors

    First, you need to find out about your industry and market segmentation. Once you have done this, you can identify the best color for your brand. Also, what your target audience feels about the colors is a secondary thing to do.


    Imagine a construction company with a pink logo or a financial company with a red logo. Does this make sense? NO.


    Color should carry your brand character.


    Pick a color that shows what your business does, its core value, and what it delivers.


    Before selecting a color shade, be clear about the message you want to convey or what brand image you wish to build.


    Identify your brand as formal or casual, serious or funny.


    Then, come up with a color that best suits all the traits of your brand.


    Consider your aim audience



    As discussed, your target audience is the secondary thing after designing what industry you belong to and what product/service you offer.


    Your customers come from different cultures, ethnicities, education, social statuses, and finances.


    Do you have only single market segmentation or multiples? Are you targeting only single nation people or multiple nation people? Are you targeting a single culture or a diverse culture people? Find the answers to these questions.


    Confirm that your brand’s color reflects the audience’s cultures and backgrounds.


    Go for colors that support your brand and stick out


    Study your rival’s branding strategy. Check what color they use in their branding and marketing. If you find that you use the exact color, avoid using those colors in your professional logo, packaging design, stationery design, mobile app design, website development, branding services, etc.


    When you are done with the color selection, experiment on multiple platforms with multiple color combinations until you are satisfied that it 100% shows your brand personality.


    Build a logo design with perfect colors infused in it

    Build a logo design with perfect colors infused in it



    Color psychology is crucial in brand and marketing. The right color can make a great impression on the world, depending on a brand’s target audience, core values, and personality.


    So, if you want to develop a professional custom logo design with a perfect color that defines the brand’s nature and builds a strong emotional connection with consumers, contact Logo Magician logo design services to achieve that.


    Also Read:  A Basic Guide To Pick The Right Color For Your Fashion Brand

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