The Psychology of colors

colors branding | As you drive home after a hard day at work, starving and exhausted. You take a left and see a red and yellow arched ‘M’ shining bright from the end of the street. You immediately savor the taste of these delicious burgers. Instantly, you know its McDonalds’. 

Ever imagined why? Good branding? Yes. 

Good Packaging? Yes.

Good Advertisements? Yes.

But also, Great colors? Definitely Yes!

Simply put, this is the role played by colors within the entire gamut of your branding strategy. A color is nothing but the peaks of wavelengths of light. But who cares! What is important is what can these colors do? Colors not enhance the aesthetic appeal of a creative design, but they also bring out emotion and feelings in the viewer. Every color has a definition, a meaning and most importantly a lot of sentiment attached with it. This is why not just brands, but industries have attempted to define the colors that truly reflect them. 

Colors have been an essential part of the brand strategy process since many moons ago. Over 95% of brands use only two colors and 41% of them use only text. In fact, there is a clear understanding among brand strategists about the colors that are liked by men and the ones liked by women. The role of colors has not become so niche and embellished within the entire branding process that it becomes important initially to define your target audience, understand their behavioral patterns and use the colors that suit their unique personality and mindset. Women are known to like more colors than men. And within that strata of understanding, different age groups of men like different shades and tints of the few colors they overall like as a gender. 

As simple as it may seem but it was immense duplication amidst packaging that led a massive brand like Bisleri to change its color to aqua green from dark blue. Why did that happen? Because that one minute change allowed customers to differentiate between an original product from its many competitors. Even as we buy aerated drinks, we immediately know that the blue bottle is Pepsi while a Coca-Cola is Red. 

It is naïve to limit the magnanimous usage of colors to a bare minimum design. Colors can make or break your brand in a manner that leaves a lasting impact. In fact, within the Food & Beverage industry, colors are intelligently used to cause hunger. Horror films are shot in a frame that is darker. Children’s toys are bright colors while home electronic appliances are usually whites or its many shades. These are not mere coincidences. They are strategically put to serve a specific purpose and to create a certain impression in your mind and mine. 

Ending option 1: 

At Vowels, we aim to conduct a deep industry research behind the audience of every brand that build and therefore we make sure that their colors speak the same language, emotion and tonality. Because these are not just colors, these are solid elements that define your brand’s identity. 

Ending option 2:

Therefore as you observe deeply and work towards creating a brand, it is imperative to make sure that the colors you use speak the same language, emotion and tonality as it may appeal to your audience. Because these are not just colors, these are solid elements that define your brand’s identity.

Psychology-of-Color-in-Branding-Infographic (1)
Source: Vowels Advertising


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