The Emotional Effects of Colors

Color Psychology

When it comes to building a memorable brand, you need a color scheme that reflects the personality of your brand and fits in with your story.

Color is a vital component of your visual branding strategy. Different colors have different connotations. In order to improve your visual brand identity or the connection with the real customer, you should definitely tailor your color schemes towards its need.

Further reasons why color must be
taken very seriously…

  • Color is a powerful communication tool.
  • Color works on a subconscious level and has the power to influence feelings and emotions either positively or negatively.
  • Intentional use of color can help you tell your brand story better by tapping into specific emotions of feelings associated with the transformation or the outcome that your product or service provided.

Reasons why a lot of people fail
when choosing colors for their brands…

1. They pick their favorite colors

2. They pick too many colors

3. They use colors that are inappropriate for their brand voice

You should remember to

  • Determine which color is appropriate depending on the business they are running
  • Understand the customer you are trying to attract and the target audience
  • The type of feelings you wish to invoke in your target audience, based on the service or the product you are delivering

So those are what will really  influence what sort of colors you should use in order to create a perfect brand for the customer you are engaging with.

The Color Red

Red provokes the strongest emotions of any color. Generally Red represents a lot of different connotations, such as passion, excitement, warmth, energy.

The most known connotations for red is danger, That’s why you see red in traffic lights or warning signs. If you want to get people’s attention this is the color you should choose for your product or need. This is why you also see red text in clearance sales when they want the audience to pay attention.

The Color Orange

Orange is a combination of yellow and red and is considered an energetic color. Orange is often used to draw attention, such as in traffic signs and advertising. Orange calls to mind feelings of excitement, enthusiasm, and warmth. The color is also heavily linked to Halloween in the United States, so it can sometimes have a dark or even cartoonish association.

The Color Yellow

Yellow tends to be used for things to convey Joy, Attention, Intellect. Yellow is an incredibly attention-grabbing color but it can also be abrasive when overused. It can appear warm and bright, yet it can also lead to visual fatigue.

While the color yellow can evoke a lot of different psychological reactions, it is important to remember that these responses are often unique to the individuals.

The Color Green

Green is the color that represents balance health safety stability peace clarity and restoration. Its dominant connotation is balance and growth. You see lots of health and well-being brands using the color green.

Researchers have also found that green can improve reading ability. Some students may find that laying a transparent sheet of green paper over reading material increases reading speed and comprehension.

The Color Blue

Blue is associated with the sky and the ocean, which both evoke feelings of tranquility and security, it has also been proven that people are the most productive when they work in blue rooms. Blue Represents Stability. Trust, Serenity. The most dominant connotation for blue is trust and security.

If you look at the biggest banks, insurance companies, financial related companies all of them design their logo using blue.

And also blue is described as a favorite color by many people, the most preferred color by both men and women.

The Color Purple

Purple Represents depth spirituality luxury wealth fantasy truth and imagination.

Purple is the symbol of royalty and wealth. This connection with royalty was not just restricted to ancient times. Purple was the color of choice for tickets to Queen Elizabeth II’s coronation in 1953.

The Color Pink

Pink Represents femininity tranquility love warmth nurturing care sexuality and excitement. Its dominant connotation is feminine energy.

Therefore is generally used by brands targeting female consumers. Companies like barbie and lingerie brands all have pink logos and branding. This showcases how pink can work across many industries that have a female-targeted audience.

Pink can also be associated with sweetness as in ice cream companies, doughnuts, and milkshakes. It’s also seen as a fun color and can make sense of playfulness. If you want to open a company with a pink logo color there is a good chance women are the key targeting audience.

The Color Black

Black Represents power sophistication credibility and lots more to do with wealth prestige. it’s a very classic color that loses power. Sophistication is its most dominant connotation.

As you can see most of the high-grade brands are using black and white/Gray as their background color.

Ultimately, keep in mind that no particular color works best for every campaign, it’s not the exact science.you have to test various options depending on your personal preferences.

A real-life example is Facebook.

Facebook’s logo is blue, not because they are trying to tell us they are trustworthy, but because the founder of Facebook, Mark Zuckerberg is a red-green color blind which means the color he can see fast is blue so that is why he chose a blue logo in the early days of Facebook.

Although colors may have different cultural associations, smart product branding will take everything into account and utilize it to attract customers.The use of color in marketing and business as essential as creating a business plan.

Dilanie Senevirathne

Senior UI Engineer


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