March 6, 2023
Colour can be a powerful tool in marketing and branding. It can help you create an identity for your business and convey emotion to consumers. But, how do you know what colour scheme to use?
When choosing a colour scheme for your brand identity, there are many things that you need to think about.
The colour of the products themselves will be important. But there are also other factors that influence which colours are best suited for your business.
Colours have an effect on people's emotions and feelings, so when choosing a colour scheme for your brand identity, it's important to know how each colour makes people feel and what message you want to convey. For example, red is passionate and exciting, while green is natural and fresh.
Think about famous brands like Coca-Cola and Whole Foods, you are most likely envisioning their colours.
The right colour appeals to your audience.
One of the more interesting examinations of colour psychology in relation to gender is Joe Hallock’s work on “Colour Assignment."
Hallock surveyed the colour preferences of 232 people from 22 countries, in which blue was the clear winner.
It’s important to know, however, that most of Hallock’s respondents were from Western countries.
One’s cultural background plays a strong role in dictating colour appropriateness for gender, which can influence individual colour preferences. For example, while the colour blue might be associated with intellect, success, and trustworthiness, in the Western world, in China, blue is associated with mourning and death. So, it's important not only that you know who your target audience is but also that they share similar cultural backgrounds as well.
Another factor to consider when you choose colours for your logo, website or marketing materials is your unique audience, whose preferences may differ from those of other studies. To be successful with your brand colour scheme, you need to know whom you're designing for. Do they like bright colours? Do they prefer subtle, muted tones?
Two studies on colour combinations, one measuring aesthetic response and the other looking at consumer preference, found that while a large majority of consumers prefer colour patterns with similar hues, they also favour palettes with a highly contrasting accent colour.
Knowing your audience will help you make decisions about what kind of colours will work best for them, and for your business overall.
Even more importantly than knowing what type of colours will suit your audience, is knowing what colours suit you. You'll have to be original in order to find an authentic colour scheme that represents who you are as an individual or company. This means taking some time to really think through what makes your business unique and using these insights when choosing your brand colour scheme.
In summary, you can't have a successful business without having a cohesive brand, as your colour scheme plays a crucial role in building your brand.