You may not be aware of it, but color can go a long way in helping to communicate your brand’s message. Color is one of the most important factors one needs to consider when building a brand. Color has a unique way of impacting our perception of products, brands, and packaging, and therefore plays a major role in the decisions we make on a day-to-day basis. Color can determine which products we buy, what brands we choose, which links we click on, and even what we choose to have for dinner. The study of color as it relates to human emotions and behavior is called color psychology.
Color and human emotions are very closely linked. Colors can make us feel happy or sad, and they can make us feel hungry or relaxed. These reactions are rooted in human psychology, biological conditioning, and cultural imprinting. Because color can have such a major impact on our emotions, it becomes important to know the meanings associated with colors, and what influence they are likely to have. Knowing the effects of color becomes especially important in branding because it plays a big part in communicating your brand’s message, and how your brand is perceived overall.
A Simple Guide to Color Meanings:
Below is a guide to help you understand the emotional and psychological significance behind basic colors (for a handy printable version of this guide, click here).
Please Note: When using color as a branding tool, it’s important to bear in mind that colors can have very different meanings across cultures. For example, while the color yellow is used in Western society to denote happiness and warmth, in Latin America yellow signifies death, sorrow, and mourning. To learn more about the meanings of colors in other countries and cultures click here.
Red: power, passion, energy, strength
Pink: sweet, playful, romantic, feminine
Magenta: creativity, harmony, transformation, balance
Purple: luxury, wisdom, ambition, spirituality
Blue: trust, loyalty, integrity, security
Turquoise: clarity, healing, inspiration, calm
Green: nature, health, freshness, prosperity
Yellow: warmth, happiness, optimism, creativity
Orange: warmth, confidence, courage, success
Beige: conservative, traditional, intelligent, dependable
Brown: earthy, serious, reliable, authentic
Black: sophistication, elegance, power, authority
White: purity, cleanliness, simplicity, sophistication
Gray: neutrality, balance, timelessness, intelligence
Silver: glamorous, sleek, graceful, modern
Gold: wealth, prosperity, value, wisdom
Craving more color-related content? Try these links:
How to Choose Your Brand’s Color Palette
6 Elegant Color Palettes for a Timeless Brand