Colour: Your brand’s silent persuader
Colour plays a big role in all things visual. You may not have given it any thought before which is exactly why it is so important. Our associations with colour are largely psychology based and we associate certain things with colour without giving it much thought at all. Consider colour as an emotional trigger for your brand.
Now let’s jump into associations.
Red
Often associated with passion, love and an unapologetic boldness.
Blue
It signifies trust and professionalism and can also be calming in the right hue. Not known to be use in food packaging as the overall colour choice given blue is known to be an appetite suppressant colour.
It’s no coincidence a lot of corporates use blue. Give that a bit more thought as to why…
Yellow
The bright bubbly one of the bunch, think optimism and energy and fun.
Green
Naturally, it is a perfect choice to reinforce sustainable brand messaging, health and growth.
Purple
Often the colour of royalty and a symbol of luxury, gives a touch of sophistication.
Orange
Friendly, warm and embracing. Brings a positive vibe and a certain energy.
Brown
Brown adds warm and an organic earthy feel with a touch of reliability.
Pink
In bold tones pink is a symbol of creativity, uniqueness and screams a bit of ‘look at me’ attitude.
Grey
Think a touch of elegance and allows other colours to shine. Gives a sense of sophistication and brings balance.
Black
Can you go wrong with black? Maybe. Often seen as the powerhouse with an air of sophistication and excellence in small doses.
Of course these are short and sweet observations. Colour is hugely complicated when you dive into it. Knowing the nitty gritty details of your core brand values will help steer you into choosing a great colour palette that will align with your ideal customers and can set you apart.
My advice?
Don’t always go with the obvious choice because looking like everyone else is going to do you zero favours. Embrace your uniqueness and run with it.
