Importance of Brand Color
Major brands have one thing in common: they all have dominant brand colors.
From Coca-Cola’s bright red bottle, Tiffany’s simple blue box, or even Apple’s classic white.
These colors were not picked by accident. They were carefully crafted to invoke the desired response. Brand color is the first thing you see and first impressions are everything.
Think of the famous brands above and what impression does it have on you? Every color means something different and evokes emotions.
Studies by Carl Jung found that color is the language of the unconscious mind. That color can evoke certain meanings, feelings, and emotions. Even the Egyptians would use colors for holistic healing.
What’s even more impressive is that another study claims that 90 percent of people’s product buying judgments are made on color alone.
Meanings of color:
Every color evokes a meaning. The chart above helps decode some of these colors.
Blue - trust, dependence, strength
Green - peaceful, nature, growth
Gray - balance, calm, neutral
Yellow - optimism, clarity, warmth
Orange - friendly, cheerful, confidant
Red - excitement, youthful, bold
Purple - imaginative, creative, wise
How can you use these color meanings in your business?
Think of your own brand and what message you want to convey.
2021 - The year of yellow and gray
Every year on December 1st, The Pantone Color Institute releases a color of the year for the year ahead.
So what is it for 2021? After a year of major challenges, the colors released were Ultimate Gray and Illuminating. This brings the meaning of calm, balance from gray and optimism, clarity from the Illuminating yellow. These note comforting feelings ahead.
The Pantone color of the year is one of the most exciting times for any professionals who work with color. And many brands take on the task to design products that match the year’s color. Look at Mindy Kaling rocking Illuminating and Ariana Grande in Ultimate Gray.
How can you use this in your own brand or business?
Gray and yellow themed ads
Physical products of that color
Have templates or pre-sets showing off the electric yellow or calming gray
But this shouldn’t mean a full rebranding every year. It’s more of a creative idea to incorporate relevant colors in the market.
How to find your brand color:
Look at the meaning of colors
Identify what message you are trying to share. Is it to be bold? To celebrate? Sustainability?
Look at the competition. If your product looks like every other, it will be easily looked over. How can your product be unique or different? People will prefer something that stands out and makes it more memorable.
Create a color palette and have fun with it!
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