What colour is your brand? 

Or, more precisely – what colours are your brand? 

Your company’s logo, office space, marketing materials, website design and merchandise must align to achieve a cohesive brand. The tricky part is that the psychology of colour drives consumer response to a brand more than any other element. 

To understand why this is the case and how to leverage it to your benefit, read on for our guide to colour theory and application for branding. 

You’ll also discover how balanced use of colours can positively impact your customers’ perception of your brand and its sales. Read on for insights and tips about choosing the right colours for your business!

What is colour theory?

Colour theory studies how different colours are perceived about one another and the feelings that come with them. It can be applied in the business world to analyze how a brand’s colour scheme impacts customer perception. Understanding the theory behind different colour combinations can help you to create logos, marketing materials, etc., that are more likely to resonate with your target audience. Colour theory is likely something you’ve encountered at some point, even if you didn’t realize it. You’ve wondered why a specific colour scheme works so well with a particular brand or product. 

The Importance of Color in Branding

Colours can elicit a wide range of emotions and are an ideal way to convey a brand’s identity to customers. While the look and feel of a brand’s logo, website design and marketing materials initially capture a consumer’s attention, its colour keeps them engaged and coming back for more. Many companies have discovered that a slight change in their colour scheme can significantly impact sales. This is because colour has a subconscious impact on customers that is far more powerful than many realize. When choosing a colour scheme for your brand, select colours that align with your business goals.

Defining Your Brand’s Colors

To create a cohesive colour scheme for your brand, you must first define the brand’s colours. While the primary colour will be used most often, the supporting colours can be used to accent certain elements or be featured in specific settings. Once you’ve determined your brand’s primary and supportive colours, you can apply them to various aspects of your business. Your logo, tagline, website colour scheme and even your marketing materials can be affected by the colours you choose for your brand. You can create a brand with a significant market advantage by selecting colours that match your strengths and your target audience’s weaknesses.

The following infographic is an excellent guide to help inform you about the importance of colour psychology and how you can incorporate it into your branding.

Color Psychology Infographic

The Bottom Line

Branding is essential to any successful business, but it’s far more than having a good logo. Successful brands understand the importance of colour and use it to present a consistent image to their target audience. 

When you examine the psychology behind your choice of colour and how it affects your audience, you’ll increase the likelihood that your brand will resonate. 

When selecting colours for your brand, ensure they are consistent across all branding materials. To create a truly successful brand, it’s crucial that you understand the power of colour and how it can positively impact your business.