what are the best branding colors? learn more about logos ..color like form influences emotion
artists and visual designers understand and use color to set the tone and pace in their art work. Understanding color in branding is a key component in creating visual work flow. Due to its vibrational qualities, color precedes movement thus signaling action generating a dramatic effect on moods and psychological responses.
numerous studies have shown that color can increase blood circulation thus increasing blood pressure, it can raise metabolism and even increase eye strain. As such, the use of color in branding has key marketing implications.
in recent years, branding agencies and marketeers have propelled forward the studying and research in this area, due to a lack of an in depth understanding in this field in the past. This lead to new discoveries and clarity about the influence of color in branding.
however, there are also exceptions in responses to color, as each individual may have personal experienced and dispositions. Cultural factors are also influential.
not long ago I had the privilege of touring Gensler Architectural Firm and I was surprised amidst the generally neutral color pallet, to find the red conference room. The conference room upstairs is luminated in red. My dear friend who invited me and gave me the tour, mentioned how everyone feels pressure in that room. As a visitor, I did not sense any pressure, however my scope was that of a visitor and I was in a relaxed mental state. I felt no presence of any cognitive dissonance of sorts. I am certain the creative team had specific intentions in mind when opting for this color.
what is the psychology of color in branding?
Sir Isaac Newton discovered that each color has a specific wavelength. This wavelength cannot be separated any further.
this specific discovery, explains conclusively the relationship between color and the brains' responses to the specific wavelengths. Understanding responses within the brain as a reaction of the various stimulation, has been the new area of studies in brain mapping also.
we can see then the power of color in branding and how it is used to speak to us, a language that is in a sense silent yet powerful and able to cause motion. Learning about the best colors for logo is also a key component in marketing, as the logo has the power to convey on the subliminal level.
the absolute most intriguing fact about color is it's interconnection to light. White light passing through a prism, results in the spicing of indivisible wavelengths that have the appearance of a color spectrum visible to the human eye. This duality is obvious to the human mind yet fascinating and unique to our dimension. In a sense we could think of color as a perceived notion one that works deep within the core of subconscious affecting our response to the varying stimuli.
warm colors tend to evoke feelings of warmth and comfort, while cool colors may be calming, or creating feelings of indifference. Color theory creates a structure and assembly for color. It establishes the interaction, and placement of color.
brand personality as it relates to color/color in branding
when working on brand personality, color is one of the most important means of communication. The first step in establishing the major and dominant characteristics of a specific brand consisting of choosing color palettes that suggest those traits. For example such traits could well be: sophistication, class, simplicity, and so forth. Once the three main characteristics are identified the color palette is then chosen to reflect those color effects and speak to the consumer, in a silent language only color can. Branding color scheme is one of the essential first steps in the process of creating a brand. Take for example the UC branding colors, they stand out and are easy to spot and convey certain characteristics.
a brand may cross between two or even three traits and the dominant one must take center stage for the psychology of color in branding to take it's full effect. When this is achieved, we have then, succeeded in communicating to the targeted consumer, and establishing brand equity, the most valuable yet intangible asset of a true brand. The impact of colors in branding has marketing creative power. Brand color palette components establish the interaction between the main brand characteristics and desired effects.
psychological responses to color
chromotherapy dates back to ancient cultures. Light therapy is used to create certain physical response to heal and aid the human psyche. There is no question that color psychology plays substantial role in branding. Research shows that color plays an important role in visual perception in relation to the brand. In other words color has to fit that which it wants to sell. Research has shown that 60% of the time people decide on a message based on color alone. Color increases brand recognition by 80%. The psychology of colors in marketing is one of the best tools for success in creating brand equity and differentiation. The color meanings below are just a short list compared to the wide range of meaning of colors.
- red serves to increase circulation
- yellow stimulates cleansing by purging
- orange boosts energy
- blue aids to relieve pain
- indigo heals skin problems
color in branding/influencing performance
referring back to the red conference room at Gensler, it is safe to assume the interior designer had in mind stimulation. This is a room where creativity is stimulated and what better color than red to move and incite emotion.and Color in branding is a force of nature in the creative process. This of course can vary as each individual relates to color based on their cultural, sociological predispositions. It is no doubt that red for instance can stir us up and create a rainbow of emotions.
when it comes to branding it's all about color...recent studies had found that snap perceptions about a brand are related to color alone. The decision to make a purchase is greatly impacted by color. The psychology of color in branding impacts the way a brand is perceived. Color and Branding are directly related as color has the power to convey a message without words. Color is the visual component in an image that people remember the most.