The Impact of Colour on Branding - PHd design

The Impact of Colour on Branding

Industry News 4th May 2023

the impact of colour in business

We all know that branding is a crucial component of a successful business, but did you know that colour plays a vital role in the branding process? Different brands use colour to create unique identities and establish emotional connections with their audience. Let’s explore the role of colour in branding, and how different brands use it to their advantage…

The Psychology of Colour

Our brains are wired to respond to colour in certain ways, and this is why colours are so important in branding. Colours can evoke emotions, set moods, and convey messages without the need for words. For example, blue is often associated with calmness and trust, whilst red is often associated with excitement and passion.

However, it’s worth noting that colours may have different meanings in different cultures, so it’s essential to research how each of your target audiences interpret and react to colours.

How Colours are Used in Branding

You would be mistaken to think that colours are an afterthought in the branding process. Colours are a strategic choice, and can make a significant impact on the success of a brand.

Each industry will use colour in a different way, to help strengthen their brand identity and convey the ‘right’ look. A great example is fast food. The fast-food industry often uses red and yellow to create a sense of urgency and excitement. Think McDonalds, Burger King, KFC, Greggs and Nando’s – they all have either red or yellow, as it helps to subconsciously imply that their food is exciting.

But this technique can be applied to any industry, such as fashion. The fashion industry often uses; black, white and gold to help create a sense of luxury, elegance and glamour. Black is associated with power, sophistication, and timelessness, while white is associated with purity, simplicity, and minimalism. Gold is associated with richness, glamour, and luxury. This is why Chanel, Gucci, and Louis Vuitton all use black, white, and gold in their branding.

Branding with the Wrong Colours

While colour can be a powerful branding tool, using it incorrectly can actually damage your brand. If you choose colours that don’t align with your brands message or values, it will lead to confusion amongst your target audience. Also, some colours may not be appropriate for certain industries or audiences. It’s essential to consider the context and connotations of a colour before using it in any branding.

Choosing the Right Colours

Choosing the right colour for your brand requires careful consideration and research. It’s important to consider your brand’s message, values, and target audience before selecting colour palettes and combinations to help create the perfect unique brand identity. If you are working with an external team for your branding, they should be able to provide simple guidance and advice on the most appropriate colours. But if you’re building a brand in house, it would be best to test colours with your target audience, to get an insight into how your audience perceives different colours.

 

Colour plays a vital role in branding, and choosing the right colour for your brand can make all the difference. It can evoke emotions, set moods, and convey messages without the need for words. However, it’s essential to consider the context and connotations of a colour before using it in branding. By using colour effectively, you can create a unique brand identity that really resonates with your audience.

 

 

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