The right palette can convey deep meaning about your values and elicit specific behaviors.
Psychology of colors
The psychology of colors is an important consideration when you build a brand identity. The right palette can convey deep meaning about your values and elicit specific behaviors.
One of the primary colors, and a universal symbol of passion, anger, and excitement, red is a popular color in branding. If you’re looking for a loud, playful, and young brand image, red is an ideal option. If you prefer a more understated, conservative approach, red shouldn’t be on your color radar.
Some common associations for red include: gentleness, energy, comfort.
White tends to be ignored or relegated to the background, but this neutral color is important. It can work as a secondary color to provide contrast, and can deliver a clean, simple background for a logo. White is a reflective color that represents purity, sophistication and efficiency. Brands trying to convey a level of exclusivity and luxury can use white to resounding success.
Some common associations for white include: Hygiene, purity, clarity..
This warm color is the shining example of friendliness and cheer. Brands which are seeking to draw in consumers with a comforting, warm embrace and youthful energy should look towards Yellow. Additionally, the color can radiate a playful and affordable identity.
Some common associations for yellow include: Friendly, cheerful, youthful, energy, positivity, happiness.
Orange is yellow’s more playful and energetic cousin. It mixes a more invigorating and active emotion associated with red while employing yellow’s mellower tones. Orange is great for brands looking to elicit feelings of vitality and happiness, such as travel companies. Its aggressiveness tempered by friendliness presents a great color for calls to action.
Some common associations for orange include: Energy, excitement, prosperity, change.
For brands trying to exude an air of sophistication and royalty, purple is a top choice. It’s also a great choice for those attempting to display their creativity and soothing identity. Purple is a top choice by brands like cosmetics and high-end retail companies. Those looking for a broader, down-to-earth appeal should avoid deep purples.
Some common associations for purple include: Truthfulness, high quality,luxury, introspection.
Green is one of the more restful colors, as it doesn’t force the eye to make any adjustments. The color suggests a sense of balance and calm as well as a connection to nature. Brands which are looking to portray an opportunity for fresh starts and security can consider green as a way to relax the mind. It doesn’t pack the energetic punch of the warm colors, so companies pursuing a bold statement may not prefer it.
Some common associations for green include: Nature, health, wealth, harmony.
Like the calm seas, blue inspires a sense of calm and spiritual awareness along with feelings of trust. Blue is a great choice for healthcare and medical brands which are attempting to inspire a sense of calm and healing. On the other hand, deeper blues offer corporate brands a sense of confidence and professionalism. However, overusing blue can make a brand appear cold and detached.
Some common associations for blue include: Wisdom, loyalty,respectability..
Considered the absence of colors, black can still be a powerful color to include in branding. Black is traditionally seen as a symbol of professionalism and seriousness. However, it can also be used to elicit feelings of elegance, substance, and power. Brands which pick black are looking to make a powerful statement and convey a sense of authority and respectability.
Some common associations for black include: Power, strength, intelligence..