Color sends a non-verbal message to consumers, the “silent salesperson”. Most will unconsciously interpret what a product is or the values of the company based on colors used in branding. Wielding the wand of suggestion, color is your most powerful tool to attract customers’ attention.
Have a worldwide market? Then you need to be aware of how different cultures perceive colors to adapt your branding by cultural market. For example, here in America white is identified as purity, but in Chinese culture it is associated with mourning. This is just one example of why it is so important to know your target audience.
Color perception can also be influenced by the intensity of the shade you select. That is why colors can be interpreted many different ways
- Pink is often associated with romance, youthfulness, happiness, sweet or spirited disposition.
- If you’re looking to communicate energy, radiance, friendliness, or tangy flavor, then orange is your color.
- You might first associate yellow with safety due to the popular ‘safety yellow’ shirts that are often adorned by workers in many industries. However, it is also perceived as cheerful, enlightening, energetic or mellow.
- Brown, often viewed as an earthy color, is associated with wholesomeness, durability, rustic or rich flavor.
- Many companies will use blue in their brand colors because of the strong message of dependability, reliability, and trustworthiness. Depending on the shade, it can also be recognized as quiet, serene, or cool.
- Often the first thing associated with green is nature. However, green is also considered the color of soothing, refreshing, and healing attributes.
- Once considered the color of royalty, purple is still perceived as a regal pigment. It is also viewed as elegant, mysterious, and sensual.
- Neutral tones like beige, gray, and taupe provide a message of dependability as well as quality, quietness, and classic timelessness.
- White is often used for contrast but it also sends a message of innocence, purity, pristine and lightweight.
- Black is another good contrast color as well as a great primary color for conveying a message of elegance, sophistication, strength, or mysteriousness.
All of this information is great but you may still be wondering how to go about selecting the colors for your brand or product.
The first step is to define the message you want to convey. Remember color is your “silent salesperson” so carefully consider the message you want to use to sell your brand or product. Next select the principle color(s) that convey your message, then supporting colors. From here you will fine tune your choices to fit your target audience. Don’t forget to research what your competitors are using for their branding so you can set yourself apart.
Still a little overwhelmed? Contact our professionals at TriMedia to help you with your branding and marketing needs.
