Startups are changing the game in business today, and new companies are popping up every day as more and more people start their own businesses. For each of these new businesses, understanding the effect of color on consumer behavior may play a part in whether the business succeeds or fails.
When building your brand from the ground up, just as when building a new house, you have to understand how to use all the tools available to you, and color is one of them. In fact, research suggests that up to 85% of consumers believe color is the biggest factor in choosing a certain product, while 92% of people acknowledge visual appearance is the most persuasive aspect of marketing.
According to a study called The Interactive Effects of Color and Products on Perceptions of Brand Logo Appropriateness, colors in branding and marketing are most effective when prospective consumers feel like the brand’s color “fits” it. That means you need to choose a color palette that’s relevant and memorable, one that speaks to your customers. For those of you who are feeling overwhelmed by those decisions, our staff at Davant has compiled this handy guide to help you choose the best colors for your brand!
Know Your Focus
If you’re feeling completely lost in coming up with a color palette for your brand, start with what you already know. Consider what your brand’s values are and what you want consumers to associate your products or services with. Think of specific words and images you want your brand to evoke. Pinterest and Instagram can be great sources of inspiration for this process. They can also lead to new color combinations you may not have previously thought of and give you information about trends and what’s popular.
This process can help you hone in on the focus of your brand. Coming up with clear ideas about your brand’s goal and how you want to reach your audience will help you make decisions about the best colors for your brand. For example, consider the Coca-Cola red: this bright, vibrant color is energetic and memorable, inspiring confidence among consumers. When you hone in on your brand’s focus through associated words and images, you can achieve as much success as Coca-Cola!
It has long been proven that certain colors evoke certain emotions in humans. Understanding color psychology can help you use that process to your advantage, evoking specific emotions in your consumers with your brand colors. Emotions are powerful and often play a part in our decision making.
While you can’t tell your company’s entire story in a logo, branding colors allow you to influence how consumers feel about your brand, and according to neuroscientist Antonio Damasio, how consumers feel about a brand has more influence than what they think about it. Your brand colors have the distinct ability to impact your company’s performance, so it’s important to consider color psychology when selecting brand colors. Below, we’ve listed a few branding colors and common emotional associations with those colors:
- Red – excitement & passion
- Orange – energy & activity
- Yellow – optimism & cheer
- Green – nature & healing
- Blue – technology & trust
- Purple – creativity & individuality
- Pink – romance & happiness
- Black – luxury & sophistication
Test a Few Colors
As real as color psychology is, it’s not always an exact science. Different colors can have different impacts on a variety of people, and it’s important to test out your possible brand colors on your target audience before deciding on one. We suggest experimenting with at least three different options so you can get a well-rounded idea of how your potential consumers will respond.
Testing out your brand colors also gives you an opportunity to scope out what your competition is doing. It’s important to be aware of the logos and color schemes of other brands in your industry so that you can choose colors that will give you a competitive edge while making sure you don’t get lost in the crowd.
If you’re lacking inspiration, checking out the competition can also give you ideas to build own for your own brand colors. We suggest checking out the website BrandColors.net to see the palettes of several well-known brands. This guide can be a useful reference for creating your own unique brand colors.
Create a Mood Board
Once you’ve got some ideas for colors, combine them with the words and images you used for your brand’s focus to create a mood board of potential palettes. Canva has a Color Palette Tool that allows you to extract colors from your inspirational images to create unique palettes. We suggest extracting those colors and placing them together to get an idea about the mood or emotions your potential brand colors will evoke.
Most designers operate on the 60-30-10 rule. This rule states that you should use three colors – a primary, secondary, and accent – in your brand colors, and your logo and other marketing products should be 60% your primary color, 30% your secondary color, and 10% your accent color. Following this rule allows your brand colors to create a unified theme while also providing the right amount of visual appeal and contrast. This rule also allows logos to look professional and focused while leaving a lasting impression.
Choosing your brand colors can be an overwhelming process, but at Davant we are here to help! To learn more about our brand design services, visit our website. We are here to make the process of selecting and implementing your brand colors easier than ever!