Color is one of the strongest components in marketing and advertising due to its instantaneous effect on consumers. The very first thing people notice about a logo or other marketing materials is the color. Once seen, the human brain subconsciously associates that color with a mood or feeling. That mood or feeling is what consumers directly associate with your business. That being said, it is understandable as to why businesses use color theory when drafting their logo design and marketing materials.
Below we will dive deeper into the realm of color psychology and the role it plays in business marketing!
Including specific colors in your logo and other marketing materials grabs attention sooner than anything else. Colors capture attention much faster because people associate colors with past experiences and with other companies. For example, the color red is thought of as urgent because people often associate it with stop signs, stop lights, etc. When designing a logo for a pain management clinic we used the color red because red evokes strong emotions such as love and passion, which we go further into below, and because the company we were designing for specifically takes pride in having strong, lasting relationships with their clients. The color red is often associated with the health field as well which goes hand-in-hand with the fact that the company was a pain management clinic.
Color conveys moods which is why you will find that a lot of businesses use color to impose a certain mood on their consumers. The color yellow is thought of as warm because yellow is often associated with the sun and the color blue is thought of as calm because blue is often associated with water. A business would use orange when wanting to come off as friendly and social or pink when wanting to come off as sensitive and romantic. When consumers associate your color choice with a mood, they then associate that mood with your business and your services.
When attempting to market to a specific audience you must always do research into who those people are, what they do or participate in, how old they are, where they are located, etc. Researching your competition will give you a better idea of what colors are being used frequently as well. Color perception varies depending on age, gender, and even culture. The younger demographic prefers colors with vibrance while the older demographic prefers colors with lower resonance.
The ultimate goal is to attract consumers through the use of color and that involves KNOWING your consumer.
The usage of color in advertising campaigns can help a business better amplify their services. Red is commonly used by companies who sell food, which is why you see red used by a lot of fast-food chains and restaurants. Black is commonly used by businesses who sell more expensive products, which is why you see car companies and high-end fashion companies with black logos. As a graphic design agency we have a lot of experience in using color while designing logos and marketing materials, therefore we always take into consideration the products being offered when choosing the most appropriate color. For instance, while designing a logo package for a clothing company who’s products are aimed towards attracting high quality people with high scale aspirations, we chose the colors black and gold. Both black and gold are commonly used when symbolizing luxury, elegance, and riches.
Now that we have covered how colors have an effect on marketing and advertising we can move on the the really fun part- actually learning about individual colors and what they could mean for your business if used correctly! 😉
Yellow is playful, fun, and energetic which implies an element of energy within a company. It is the color of the sun and light, therefore it is often associated with warmth. Yellow captivates consumer attention and suggest an inviting atmosphere. It is cheerful and connected with optimism and happiness. It retains alertness and promotes concentration. Darker hues imply luxury and high quality.
Orange is friendly, social, and stirs up positive emotions. It is commonly used to promote value and communicates affordability. Orange is motivational and enthusiastic, therefore it generates buzz more than any other color. It is assertive and undeniable.
Pink is gentle, caring, and sensitive therefore it is often connected with women and feminism. It is assertive and demands to be respected. Lighter hues are associated with babies, therefore it is often thought of as delicate and youthful. Darker hues are associated with love and romance.
Purple is a mixture of hot and cold colors, making it an emotional and magical. It is original and creative, therefore it is commonly used by imaginative brands. Darker hues signify royalty, wealth, and luxury as well as spirituality. Purple is original and distinguished, so businesses us it to set marketing materials apart. It is a strong and compassionate color.
Black is sophisticated and elegant which implies high status and high quality. It is commonly used to signify business and luxury. Black is powerful and strong.
Green is fresh and serene as it represents nature, the outdoors, and the environment. It is the most sedating and relaxing color to humans. Green implies safety, stability, and generosity. It is commonly associated with money and finance, thus companies use it to make consumers feel as though they are investing. Green represents growth and balance.
Red is bold, confident, and powerful. It represents strong emotions such as; love, courage, and passion. Red is the most stimulating color and increases heart rate measurably. It is energetic and used by marketers to get a reaction of excitement for a brand or product. Red often signalizes hunger as well.
Blue is the color of the sky and water, therefore it is thought of as calming. It is dependable, secure, responsible, and trustworthy. Blue makes consumers feel safe. It indicates strength, innovation, and professionalism, thus it has been proven to grow businesses. Blue radiates a sense of awareness and purpose.
Color can easily be the most important element to a business’ logo, therefore it is incredibly important that you understand the different colors and how they make people feel. Your goal as a business is your own, so pay close attention to the message you are trying to send out into the world and plan accordingly! Color can build a clear and concise communication channel for your business to advertise through and it can add that eye-capturing, attention-grabbing effect that every business desires.
Design wise- remember that you aren’t limited to using only one color! Feel free to incorporate two or three colors into your logo and you will find that you are able to put out a much stronger mood message. Take a glance back at all of the logos shown throughout this blog, many of them include more than one color by means of better defining their brand. What you might also notice is that several companies shown above used a hue variation when choosing their colors and designing their logos as well. This is a great way to give off a personal and professional vibe to your consumers.
Keep all of this in mind and if you need help, contact Royal Ink! We are available M-F 9AM-5PM and take pride in the large array of services we offer 🙂 From designing logos and other marketing materials such as; business cards and brochures, to printing them! Even have your website custom designed!
Creating a business doesn’t have to be complicated – let it be colorful!