If you’re old enough to read this, you’re old enough to know that Santa Claus isn’t real. And he wasn’t always red either. Every colour that covers everything around you was mostly a decision made for you – including whatever you are wearing. Miranda Priestly said it, and we aren’t about to question it!
Colours. Brands. Colours of brands.
When brands are choosing their hues, they’re not just throwing darts at a Pantone chart and hoping for the best. No, they’re using psychology (clever little buggers) to determine how you think and feel about them.
Let’s start with a riddle: I am not a communist, but I paint the town red. Who am I? Oh, yes, I’m Coca Cola, the giant that made red synonymous with a sugary fizzy drink. Ever wondered why? Red, you see, is the Ferrari of the colour world. It’s bold, it’s passionate. It screams, “Look at me!” It’s the heartthrob of colours – stimulating, arousing even. It’s perfect for Coke, a brand that wants to exude excitement, energy, and ‘happiness’.
Now, let’s slide down the rainbow to blue. Is it a coincidence that Facebook, Twitter, and LinkedIn are all blue? Probably not. Definitely not.
Blue is the dependable old Labrador of colours. It’s trustworthy, calm, and reliable. In the jungle of social media where information (and misinformation) runs wild, blue says, “Relax, you can trust me.” Or at least that’s what they want us to think.
Onward to green – the tree hugger of the colour wheel. Think of Whole Foods, Starbucks, or Animal Planet. Green screams nature, freshness, growth. And Starbucks screams, “Yes, our coffee is overpriced, but we’re sustainable, so you can sip guilt-free!” It’s a colour that’s trying to save the planet, one logo at a time.
Purple is an interesting one. It’s the unicorn of the branding world. It’s creative, it’s mysterious, and it’s often used to represent luxury. Cadbury, anyone? They literally trademarked a shade of purple. In fact, it’s so underused and unique, Purplle named itself after the colour. Someone had an easy day at work!
Yellow is your high-energy, optimistic friend who’s always ready for a party. Think McDonald’s, Bumble, or Snapchat. Brands use yellow to represent positivity, happiness, and enlightenment. It’s the “Hello, sunshine!” of colours.
And then there’s black – the Johnny Cash of colours – used by brands who want to convey a sense of luxury, power, or sophistication. Think Chanel, Prada, or Apple. Black is the narcissist in a tuxedo in the world of colour psychology.
Now, you’re probably thinking, “Great, so brands pick a colour that matches their personality, big deal.” Well, it is a big deal. Colour increases brand recognition by up to 80%. It influences consumer decisions. It plays a crucial role in the overall perception of a brand. So, it’s safe to say, it’s not all black and white.
In conclusion, colour in branding isn’t just about aesthetics; it’s a calculated, psychological mind game. Brands choose their colours carefully, with the precision of a neurosurgeon, to stimulate specific reactions from consumers.
And you thought it was just a pretty logo. Now, go forth, and look at the world of branding with a more colourful perspective. Don’t let those clever brand wizards (us, we mean us) hoodwink you again!