Discovering Appropriate color for your Brand
If you want to confuse and frustrate your customers the best thing you can do is pick colours without any intention or without analyzing their effects first.
To avoid this, try to predict the emotional reaction your customers could potentially have when they see the appropriate color associated with your brand.
To choose a color, you need to review three key touchpoints.
The nature of your products and service
Your brand archetype
The emotion your customers will experience when they consume your product
All three elements should be aligned with a base color and one to two supporting colors.
The colors may even contrast with each other if it sends the right and appropriate message.
How different companies have used color to their advantage
Based on Color Psychology, the following colors are usually depicted in a color wheel have been proven to evoke the resulting emotions. Keep in mind that these emotions may sometimes vary depending on culture and worldview:
Black
Black resembles sophistication and the emotions evoked by black are strong.
With this in mind, companies like NYX Professional Makeup, MAC Cosmetics, Kiko Milano and NARS Cosmetics use the black color scheme.
These companies are well known for sophistication, and elegance. They have a strong character that built a trustworthy image for themselves.
Blue
Blue conveys the message of trustworthiness and dependability. Commonly used by big banks and other institutions that require trust from their customers.
For example, American Express, Bank of America, Citigroup, RBC and Goldman Sachs use blue because of the characteristics and emotions it incites.
Green
Green often carries the message of growth or being connected with nature.
Because of this, companies like John Deere, Animal Planet, Whole Food Market and Starbucks use this colour because of how related they are to nature, good fortune and luck.
Orange
Orange is adventurous, enthusiastic and self-confident.
Harley Davidson uses this colour to convey its boldness.
Fanta uses it because of the adventurous spirit this beverage has along with it’s bubbily personality.
Pink
When you see pink, the first thing that comes to mind is femininity; it is a soft color that also represents gentleness, respect and Love.
A great example of how the color was used appropriately is the company that manufactures Barbie dolls.
Purple
Depending on the shade of purple, it may be anything from creativity in light purple and luxury and wealth in dark shades of purple.
Cadbury uses this color to symbolize their luxurious range of chocolates and confectionery products.
Red
This intense color resembles a variety of emotions like love, passion, courage, energy, aggression and strength.
Virgin Active uses this color because of the confidence the company exudes.
Yellow
This color is cheerful, energy-filled, optimistic and confident but could also signal caution or fear.
This color is likely to be seen in fast food chains or gym clubs.
Rockstar Games uses yellow to convey fun & adrenaline-filled video games they produce. DHL uses it intending to pass the message that it swiftly delivers your packages on time.
