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Your brand's colours should turn heads like a show-stopping fireworks display, not like a car alarm at 3AM. Just as a well-crafted cocktail delights the senses, choosing the perfect colour scheme ensures your brand is memorable and appealing, leaving a lasting impression without causing any confusion or headaches.
WHAT DOES IT COME DOWN TO?
The Science Behind Colour Psychology
When it comes to branding, there's more to it than just picking pretty colours from a swatch book. Now, here comes the science bit (or the exciting bit, depending on what floats your boat).
Colour psychology is a robust science that delves into how various hues can significantly influence human emotions and behaviours, serving as a crucial tool for marketers and designers alike. This discipline operates on the premise that different colours evoke specific psychological responses, often beneath our conscious awareness.
Take blue, for example. It's widely recognised for instilling a sense of calm and trust, which is why social media giants like Facebook and Twitter incorporate shades of blue into their logos and interfaces. These companies aim to convey reliability and security to their billions of users worldwide. The banking giant Barclays also employs shades of blue in its branding to convey stability and security, reassuring customers in the financial sector.
On the other hand, red is known for its ability to increase heart rates and create urgency. Virgin Atlantic Airways strategically incorporates red in its branding to evoke excitement and adventure, encouraging travellers to book flights with a sense of anticipation. If we’re talking branding, who can forget mammoth brand Coca-Cola too? Red is known for its ability to increase heart rates and create urgency.
These responses are not just cultural; they're deeply rooted in physiological effects, such as how different wavelengths of light impact brain activity. By leveraging these principles, brands can craft visual experiences that resonate with their target audience's emotions and perceptions.
In essence, choosing the right colours isn't just about aesthetics—it's about understanding and harnessing the psychological power of colour to strengthen brand identity and influence consumer behaviours.
SIX COLOURS & WHAT THEY CONVEY
Understand Colour Psychology
Red
Meaning: Passion, urgency, and the occasional stop sign.
Goes With: White, black, yellow, blue—basically, everyone wants to be seen with red.
Blue
Meaning: Trust, professionalism, and oceans of calm.
Goes With: White, grey, green, yellow—blue's like the chameleon of colours, it just works.
Green
Meaning: Growth, health, and envy (if you wear it well).
Goes With: Brown, yellow, white, black—green's the friendly neighbour who gets along with everyone.
Yellow
Meaning: Optimism, sunshine, and caution tape.
Goes With: Blue, black, grey, green—yellow's the life of the party, but knows when to dial it back.
Orange
Meaning: Creativity, enthusiasm, and traffic cones.
Goes With: Blue, white, black, red—orange is the wildcard who spices things up (and might steal your dessert).
Purple
Meaning: Luxury, creativity, and a touch of royalty.
Goes With: Gold, white, grey, black—purple's the VIP guest who always makes an entrance.
Pink
Meaning: Romance, bubble-gum, and flamingos.
Goes With: White, grey, black, purple—pink's the friend who brings cupcakes to every party.
Want to find out how to craft the perfect brand palette? View our recent blog on exactly this right HERE.
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