The Hidden Power of Color in Branding
19 October 2020
By: Sao Pholreaseyh
Generally, color can affect how people feel both positive and negative unconsciously and it has a strong influence on our behavior and perception. You might feel thrilled, fresh, stressed, or sad, which is based on the meaning of the color you see. More specifically, our perception of color is affected by our gender, age, and culture. That’s why it is very vital for choosing the right color wisely for a brand and marketing based on the nature of the business. Color in branding is the secret power of your brand because it can turn your logo into emotion and convey the message to your customers without expressing words.
The Hidden Power of Color in Branding
Psychologically speaking, Red is very powerful in generating a sense of passion, seduction, love, and energy. It is asserted that Red is more likely to be the most inspiring and eye-catching among all the colors so if you want to catch anyone’s attention, Red is the best option. Also, Red is defined as a very hot color, which is associated with danger, fire, ferocity, and conflict. More specifically, in the cultural perspective of Chinese society, Red represents prosperity and happiness and in South Africa’s perception, Red refers to mourning and communism. Therefore, it could be seen that each color has a very ambiguous meaning and its meaning is more related to culture, lifestyle, and social norms. Thus, when choosing a color for a brand and business, you need to consider carefully not only its meaning but also its hidden story related to your culture and society.
It is believed that Orange is a combination between Red and Yellow so it shares some similarities between the two colors. In color psychology, Orange provides a sense of energy, dynamism, excitement, creativity, and enthusiasm. Thus, if your desired target audience is young people, Orange can be used as a perfect complement for your marketing design. Moreover, because its name has a very strong connection with fruit, it represents health and vitality.
Yellow is more associated with sunny, positive, happiness, fun, brightness, and energy and it could be seen that the entertainment logo and kid playground decoration also uses Yellow to express its fun and happiness. Additionally, Yellow has its specialty of generating a sense of appetite and in North and South America prefers to use Yellow to decorate their restaurants because it is believed that Yellow is a sign of fun and tasty.
Obviously, Green represents nature, and more than that it has powerful meanings of health, prosperity, safety, harmony, freshness, growth, and beginning. In marketing, organizations, and businesses with their mission in environmental protection, they will use green as the main color of their logo and key visual. Besides, Green is generally known as “Go or Safe to Go” and it’s used in the traffic light.
Undeniably, it is apparent that Blue is one of the most favorite colors and it could be seen that several businesses in Cambodia embrace Blue as their main feature brand color. Actually, Blue is universally popular in both the USA and Europe. Why is Blue very popular with several famous brands? Because the psychological meaning of Blue is power, success, confidence, intelligence, high-quality, reliability, dependability, and trustworthiness and are the special elements that all brands need to show off to their customers and to build trust among them.
Generally, Pink is the favorite color of a little girl since it represents cuteness, loveliness, femininity, and playfulness. More importantly, Pink is the color of universal love, romance, and charm and it is a sign of hope, inspiration, respect, and admiration. If your business’s target audience is related to the female market such as cosmetics, fashion, beauty, and romance, Pink is a potential color to add to your marketing campaign.
Psychologically speaking, Black can be well-defined as authority, power, and control. Additionally, Black can be more associated with the unknown or the negative. In business, Black represents seriousness, formality, and elegance. However, in some cultural contexts, Black is a sign of sorrow and sadness. Therefore, it is recommended to consider wisely before using this color in the business.
It is apparent that Brown is more associated with strength, solidarity, comfort, earthiness, maturity, and reliability. It is believed that Brown helps create a feeling of connection, relaxation, wholesomeness, and cozy. Generally, Brown is commonly used in the coffee and chocolate business. Brown can be made in several colors and it is easily found throughout nature, especially when a living item rotted and it will turn Brown.
Basically, Turquoise is a mixture of Blue and Green and it is an effective color in creating a sense of clear thought and communications. Moreover, it is more likely to be used for any business, which is more relevant to teaching, training, public speaking, and media communications. Specifically, the power of Turquoise is more related to relaxation, tranquility, self-expression, sophistication, motivation, creativity, and energy. More obviously, Turquoise is suitable for promoting water products and it can be used for both men and women of all ages.
Violet is generally believed to be more associated with women than men and the hidden meaning of Violet is related to imagination, royalty, fantasy, wealth, extravagance, ambition, dignity, spirituality, and art. In marketing, Violet is more used for women’s cosmetics and for expressing your premium service. Moreover, it is more associated with pre-adolescent children, and marketing is designed to target this age group.
Color is a vigorous psychological power in influencing people’s behavior and decision making in buying a product or accepting a service. Also, the message of each color will hugely impact on the business. Thus, when you choose any color to add to your business’s symbol, you need to thoroughly consider not only its secret meaning but also your cultural context as well as your social perception because different societies and cultures will view the message of each color differently.
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