Color psychology is the study of how colors impact human behavior. It can be used in branding to attract your target market by selecting colors that will evoke the desired emotions and behaviors. For example, if you want customers to feel happy and excited about your product, you would use colors like yellow and orange. If you want them to feel calm and relaxed, you would use colors like blue and green. By understanding the psychological effects of colors, you can create a brand that resonates with your target market and helps you achieve your business goals.
Here are some ways color can help your brand.
Use bright, contrasting colors.
The color of your logo and other images on your website and social media pages can significantly impact how people perceive your brand. Studies have shown that cool colors, such as blue, green, and purple, tend to convey elegance, stability, creativity, and innovation while warm colors, such as yellow, orange, and red, tend to convey fun, spontaneity, happiness, and energy. You can link the color of your brand logo to your target market and goals.
For example, let’s say you were a coach who specialized in helping millennials launch their careers. You could use the combination of blue and gold, which convey the stability and authority of yellow and orange, to communicate your brand. Blue conveys elegance and authority, while gold conveys happiness. Combining these colors creates a bright, cheerful color that evokes happiness about your career journey.
To sum up, color can make your brand instantly recognizable. So when people see your brand logo, they recognize the emotional experience you want to convey. For example, the iconic Red Hat brand logo creates an image of innovation and forward thinking.