How do you choose a business colour?
Updated: Oct 31, 2019
Your brand colour has a massive impact on how customers view your business, no pressure. So how do you choose?
The easiest way to create a memorable brand is through consistent use of colour. Ideally, one colour. Think of brands like Coca-Cola, Tiffany & Co, Facebook, Qantas Australia, all of these brands have one colour and that colour wasn't chosen accidentally.
“One single colour used well has such a strong impact and will become recognisable as your brand colour.”
Colour psychology is so interesting! What feelings do you want to evoke in your customers? Do you want to evoke exciting passion or peaceful calm? The Colour Emotion Guide below is brilliant and will give you a very brief overview of colour use in branding. Keep in mind that you can merge two colours, for example, I wanted to portray trust and growth for Wild Daisy so I chose teal, a combination of blue and green.
The colour of passion, love and energy, red creates urgency and is often used as a sale colour and in safety situations because it demands attention. You gotta stop at a red traffic light, right? Red is a strong colour which denotes determination and power.
Think about Target, K-Mart, TK-Maxx, YouTube, Netflix, Westpac, Coca-Cola, Qantas and Virgin.
Energising orange is stimulating, vibrant and cheerful. This fun colour is often featured in the branding of sports teams, soft drinks and children's products. Similarly to red, orange is a colour of caution and we often see it at roadworks and of course an orange traffic lights means you have to try to stop.
Some great orange branding includes Fanta, Harley Davidson and Nickelodeon.
The happy colour of light, laughter and happily ever after. Yellow is a confident, youthful, warm and optimistic colour, proven to increase happiness and encourage communication.
Think about CommBank, Nikon, McDonalds, DHL, IKEA, Snapchat, Post-it, Cat.
The colour of health and nature, green is often used to evoke a feeling of peace and serenity. Green represents growth and is also associated with money and wealth. In today's world, it's often used to create an environmentally-friendly feel.
Think about BP, Land Rover, Spotify, Starbucks.
The strong, trust-worthy colour of blue is commonly used to promote banks, finance, tech companies and social media. Blue is a calming colour associated with water and is often used in office spaces to increase productivity. It's also proven to be the most appealing colour to males.
Famous blue brands include Facebook, Twitter, Vimeo, American Express, ANZ, Intel, IBM, VW.
Creative purple is a colour often associated with royalty, success and wealth. Purple is often used because it has a great balance between the power of red and the calm of blue. It's a colour of magic, power and uniqueness.
Think about Cadbury, Hallmark, Yahoo.
At opposite ends of the colour spectrum, we have black and white. White is a pure colour representing innocence and new beginnings while black is all about confidence, strength and sophistication. Not as memorable as a colour, monochrome branding is often used for luxury brands selling high-end products who want to appear sleek, superior and effortless.
Think about Audi, Jaguar, Mercedes, Gucci, Apple, Puma, Adidas, Nike.
The blessing with living in a digital world is that you can trial your brand colour without costing you a cent. Change up your social media and website and monitor the response, does it effect sales or visitor numbers, what feedback do you get?
If you'd like to chat more about colour and which colour is best for your business, send me a message, I'd love to help you choose your brand's colour.