Color plays an intricate part of setting the visual tone of how your brand is perceived by your target audiences. Color can represent and elicit an emotional response as well as have an effect on your behavior. Your brand archetype, core values, message strategy and target audiences provide valuable context when selecting your color palette. First, it is important to define who you are, what you stand for, and what sets you apart as a brand. Color plays a significant role as a visual language, so it is crucial to clearly understand the cultural differences and demographic breakdowns of those you’re reaching.
Color theory acts as a guide that allows us to understand how different colors are perceived. Color psychology allows us to understand the various ways color can affect behavior and emotions based on culture and context. Not everyone relates to colors in the same way, however there are a few universal connotations that may be used as a general guide when selecting your brand color.
Red: A bold and dynamic color often representing passion, love, energy and is described to stimulate appetite. Red also connotes action, ambition, anger and determination.
Orange: A secondary color that combines the energy and passion of red with the joy and positivity of yellow. Orange attracts attention, shows fun and activity. It also promotes communication and motivation.
Yellow: A bright and positive color. Yellow connotes youth, positivity, hope, fun and optimism. Yellow, in a different context, also is associated with fear, anxiety, caution and danger.
Green: The secondary color of green often represents ideas of balance, harmony and nature. It combines yellow’s positivity and blue’s dependability to imply stability and growth.
Blue: Blue is known to convey trust, integrity and loyalty. Blue is a very soothing, reliable and peaceful color.
Purple: Purple combines the power of red, with the dependability of blue. It connotes imagination, creativity and spirituality. Purple often is used to represent luxury, opulence, power, mystery and magic.