Why is it Important to Choose the Best Colors for Your Branding?
Color psychology and branding is one of the most important factors in consumer behavior and marketing. Consumers make their minds up about a product, service, or person, in about 90 seconds. More than half of that decision process can be attributed to color alone, so choosing the right color palette for your brand can be crucial to the company’s success. Having a set color palette is not only critical for the consumer’s attraction, but also for the cohesiveness of the brand content on social media and your website. Content that correlates with your company logo and overall image can help with brand recognition and distinguishing yourself from competitors.
Colors evoke different emotions in different groups of consumers, so it is important to reach the audience you desire with the right branding.
What Different Color Tones Mean & How to Choose the Right Ones
Typically, psychologists separate colors into three categories: cool, warm, and neutral. Cool tones include blues, greens, and purples. These colors are more subtle and invoke feelings of calmness, relaxation, and peace. Warm colors on the other hand are more exciting and energizing to the consumer’s eye. Reds, oranges, and yellows catch attention quickly and are used to generate a positive feeling in the audience. Neutral tones like black, brown, and white offer a sleeker and more professional look. Guide to Color Psychology in Marketing | Chamber of Commerce
Knowing this, the first step in deciding on colors is to think about your brand’s values and purpose and how you can make your design choices align with those things.
Who is your target audience?
How is your brand memorable?
What is your company’s value?
These things can be a starting point to determine how you want the audience to feel about your brand.
How Demographics Affect Perception of Color
The demographics of potential customers can affect how they perceive color and what that could mean to your brand. Knowing your target audience is imperative to choosing the right colors to ultimately attract the appropriate consumers.
Men and women often have varying preferences when it comes to color. Studies have shown that women are generally more drawn to softer colors, whereas men prefer bold ones.
Generational differences also have an impact on color preferences. Gen X and Baby Boomers tend to gravitate more towards colors that are viewed as mature and classic such as yellows, whites, blues, and dark reds. Millennials and Gen Zs typically prefer colors that are soft and neutral, like pastel pinks and greens, as well as browns and whites. Generational Colors: How to Attract Various Demographics Via Color (amywax.com)
Knowing that demographic factors can influence how one perceives colors, identifying your target audience is important to determine your brand’s colors.
After learning color psychology, play with various color schemes to see what you like for your branding and marketing. Free resources like Coolors and Canva are excellent tools to help you in your designing process. Once you begin posting, take note of how others respond to your beautifully crafted posts and use this information to keep what works and fix what doesn’t in your marketing strategy.