How Colour Psychology Can Enhance Your Brand’s Appeal.
Let me take you on a journey into my world … well, part of my world: the world of brand identity design. It’s pretty cool here, and one of the main players is our old chum, colour. As a creative, you might know that your choice of colour plays a pivotal role in shaping your brand's identity. But we're here to dig a little deeper and explore the strategic use of colour and colour psychology and how it can enhance your brand's appeal and messaging.
Let’s go!
1. The power of simplicity:
While we creative types can get a bit carried away with colour (so, much, prettiness!), simplicity really is the unsung hero of impactful branding. My rule of thumb is to stick to a primary palette of 2-4 hues, complemented by 3-4 secondary colours. I like using two neutrals and black and white for my secondary colours. Oh, and please ... use colours that you love and that speak to your soul, not just the ones trending on Instagram!
2. Use colour psychology to your advantage:
Ever wonder why Facebook is blue or why nature-centric brands adore green? It's all about colour psychology, my friends. The colours you choose are super important, so conducting some research into the psychology of colour is a great idea before you decide on your colour palette. For example, blue whispers trust, stability, and professionalism, while green brings forth feelings of calm and tranquillity. And the Pantone Colour of the Year, Peach Fuzz, exudes warmth, compassion and empathy—great colours for those in the well-being, health and support industries.
Pro tip: Pick your hues based on the emotional journey you want your clients to experience. Let your colours create a story!
3. Balancing act:
Balance is key to everything in life right? Well, this also includes colour choice. Contrast creates visual interest, ensures that key elements stand out, captures attention and helps to enhance clarity. Complementary colours, when used strategically, will help you create a harmonious and balanced look. Striking the right balance with your visuals is key to creating a genuine connection with your ideal client, so make them feel comfy and welcomed by your aesthetic. After all—you only get one chance at a first impression.
4. The power of a good accent:
And I’m not talking French or Spanish here, but colour! In addition to your primary and secondary colours, incorporating an accent colour can make a serious impact when it comes to your branding. It should be used strategically to infuse life into your branding or draw attention to specific elements without overwhelming your audience. But remember, a little goes a long way. Too much of one thing is never a good idea (unless it’s chocolate).
5. Consistency is Queen:
Consistency is not just the Queen, but the golden ticket to brand recognition. Stick to your chosen colour palette like it's your creative bible. Whether it's your logo, website, socials, or marketing materials – let your colours be the thread that weaves your brand's story at every interaction. You could even wear your brand colours for a photo shoot, client meeting or on your next Zoom—people will start to make the connection, and that’s always a good thing. Pinky swear, it works like magic!
Choosing and using colours in your branding is an art form. It's not just about aesthetics; it's about creating an emotional connection, telling a story, and leaving a lasting impression. So, grab your faithful colour wheel, trust your instincts, and let your carefully crafted colour palette make your brand shine!
KB xo
Pssst! Need help with colour choice or designing your brand identity? I’d love you to get in touch and we can chat about what you’re after.
