How Colour Defines A Brand

This infographic does a great job of explaining how your brand colour choices can impact on your customer relationship. We live in a world of colour and, as humans, evolved to have emotional responses to different colours, and colour combinations. Consumers have relatively predictable emotional responses to the colours that they experience.

As the infographic highlights, blue is the most popular brand colour. It is used by financial institutions, IT companies, the National Health Service and police forces around the world. When one understands the associations with the colour blue it is easy to see why these companies choose it as their main brand colour. Security, calmness, honesty, strength, caring nature, trustworthiness, are all positive qualities with which these sectors need to be associated.brand

There can also be negatives associated with certain colours as well. Dean WIlliams, Brand Expert at Print-print.co.uk points out that “apart from certain colours not working particularly well when printed out on paper, or combined on a computer display, colour psychology tells us that certain colours elicit negative reactions in certain contexts. Perhaps the most understood case of this is with the colour red. A red traffic light means stop. Red foods in nature often signal the presence of toxins harmful to humans.”

As you begin to understand colour it is easy to see how pervasive colour psychology actually is. Colour associations are deeply rooted in our brains as a psychological adaption for early human existence and our survival. If you want to influence your target market through your colour branding choices they make sure you take the information in this infographic to heart as you build your brand.