Successful Branding: Using Color

Within 90 seconds, a person is able to make a judgement based solely on an object’s visual presentation. In 90 seconds, you have the opportunity to create a distinction between you and your competitors, present your brand’s promise, and elicit a powerful emotional response to who you are. Using the right color goes beyond the scope of a mere visual interest; using the right color can influence reception, increase brand recognition, and command attention. The impact of color is instantaneous and understanding the psychology of how it works is vital to creating a positive and memorable impression.

The Psychology of Color

The mind subconsciously reconciles color with a feeling or with an object found in nature. Natural color association is formed at an early age: grass is green, water is blue, snow is white. These associations are timeless and universal and can help mimic an experience when used. Instead of trying to elicit an emotional response to color, you may want to focus on establishing who you are through what kind of environment you’re associated with.

For example, the neutral browns and greens used to represent Congo River Golf imitate the jungle theme of their business. Using the colors of a jungle emphasizes the goal of each location: making the game of miniature golf an exotic adventure. Being consistent in the use of neutrals helps to reinforce what one can expect from visiting.

When dealing with psychological associations, you’ll need to know what your brand offers emotionally. Blues represent stability, dependability, security and fiscal responsibility while orange represents exuberance, fun and vitality. The right color reinforces your brand’s promise to the consumer.

BeHome 24/7 is a great example of implementing psychological color association to a brand. Consistently using shades of blue helps create an emotional response of trust and safety, a perfect reinforcement for the service they offer. Using an aggressive dominant color like red would clash with the underlying theme of dependability as well as be visually overstimulating.

Set Yourself Apart

Over time, a color can become as important as your logo. A consumer can catch a glimpse of a specific shade of brown and be reminded to send a package, see a flash of gold and red and want to grab a burger. Taking advantage of color sometimes means daring to be different. A phone provider using a trustworthy blue can face competition from a company who dares to use magenta. As holidays come around, jewelry companies using a romantic pale pink may not draw the excitement seen when a person receives a certain blue box. Your brand can stand the test of time with the right color. Understanding the importance of color and how it relates to your industry and target audience is a vital part of creating a memorable brand. Engage your audience through color and you will assuredly create an emotional and lasting impression.