Whether you’re designing a logo for your brand, an email marketing campaign, or a new product launch, you’ll want to embrace the power of color. There is a psychology behind the usage of color that can evoke certain emotions or feelings. The official definition of color psychology is the study of color as a determinant of human behavior.

93 percent of shoppers focus on a product’s appearance when they consider a purchase.
Source: Kissmetrics

Why does it matter? When it comes to your business, color can affect how people perceive your brand and even impact their purchasing decisions. theBLOQparq (tBp) is on a mission to allow every ambitious entrepreneur to experience long-term success. Understanding how color usage can contribute to that outcome is deserving of attention. Let’s brighten our knowledge of color psychology about branding and business.

The Characteristics Behind The Colors

Fun Fact: 33 percent of the world’s top brands use blue in their logo!
Source: Foundr

The characteristics of your company or product can help determine the colors you choose to represent your business. Knowing which color evokes which emotion can be a trusty guide in developing your brand’s color palette.

  • White: Cleanliness/Purity/Simplicity
  • Yellow: Happiness/Warmth/Caution
  • Orange: Affordable/Creative/Fun
  • Red: Action/Passion/Danger
  • Pink: Gentle/Romantic/Grateful
  • Purple: Expensive/Mysterious/Spiritual
  • Blue: Authoritative/Serene/Dignified
  • Green: Renewal/Healing/Money
  • Brown: Calm/Natural/Serious
  • Grey: Corporate/Practical/Somber
  • Black: Classic/Formal/Bold
Color Palette

Honing In On That Perfect Hue

Your brand has a personality, and your color palette should reflect it. But, before you start diving into the endless abyss of RGBs and CMYKs, consider these tips first:

  • Think like your customer. Choose colors that go beyond your brand. You want something that is an accurate reflection of the industry, product, or service you are working on.
  • Two is better than one. Use different color combinations to elevate your level of impact. For example, a subdued grey could be partnered with orange, which represents fun and creativity. Multiple colors add a layer of interest and give you more creative leeway regarding secondary visual elements for your brand.
  • Be culturally aware. If the international market is your customer, you’ll want to know how various cultures view different colors. Being proactive can save you from a costly mishap in your branding. You would never want to do something offensive inadvertently.
  • It’s not about your favorite color. You may have loved the color purple since you were five, but that doesn’t necessarily mean it is the right fit for your brand. Review the color list and select ones that authentically represent your brand and the feelings you want to evoke from your potential customers.
  • Stand out from the crowd. Do your homework and research the color combinations of your competitors. Color is linked to brand recognition, and the last thing you want is someone mistaking your brand for another’s. Select a color palette that is uniquely yours and allows you to be memorable and impactful.
Color increases brand recognition by up to 80 percent.
Source University of Loyola

Understanding the influence of color psychology is a decisive first step in creating a visual brand with impact. In tBp’s branding, you’ll find shades of yellow and deep grey, colors that convey the very essence of our vision for a diverse, thriving community where entrepreneurs can come to work, live, and play in a hub like no other in the heart of Henderson.

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