why your brand colors are so important.
Most business owners overlook their brand colors and the influence they have in their branding and how they may affect your dream customers purchase. I’ve also noticed a lot of business owners choosing color they personally like, not what aligns with their ideal audience, which in turn, can disconnect people from your brand.
Color psychology is defined as the study of colors that may influence human behavior. How different colors can affect emotions and even purchasing decisions. We subconsciously respond to colors in brands, food, our surroundings and more. When we dive deeper into color psychology, we can help positively influence people to be more likely to purchase or engage with our brands.
The reality is, colors deeply influence peoples perception, emotions and even their buying decisions. Your colors speak before your brand does.
If you’ve worked with a graphic designer before, you’ve probably discussed brand strategy, personality, voice, vibe, overall feel and more, leading to the choice of what colors to use in a project. It’s important to understand these things before choosing your brand colors. Here is a quick rundown of colors and their general meanings:
Red - passion, urgency, bold energy, authority
Orange - friendly, energetic, approachable, creative
Yellow - happiness, warmth, welcoming, optimism
Green - fresh, nature, growth, sustainability, health, wellness
Blue - professional, calm, reliable, peace, intelligence
Pink/Purple - luxury, softness, warm, inviting, feminine, spiritual
Brown/Beige - grounded, neutral, comfort, human, hand crafted
Black - bold, strong, simple, authoritative, minimalist, dramatic
Using the proper colors can help build trust between you and your audience. Colors build connection and trust, leading to purchases. If you use the wrong colors, you may confuse your audience and accidentally turn your dream customers/clients away. First impressions can happen in seconds, using the best colors for your brand are crucial to make it a good one!
Your brand colors need to be chosen for your ideal audience, not just what colors you personally like. This is why you need to develop a brand strategy to help define your dream audience, in turn, helping you choose the right colors that speak to them, not you. Here are some questions to consider when choosing brand colors:
Who is your ideal customer/client?
What does your ideal customer care about most when choosing a business like yours?
How do you want your ideal customer to feel when they see your brand for the first time?
How do you want your brand to be perceived in your industry?
Having an established color palette that speaks to your ideal audience will help build trust, connection, and loyalty. Think about brands that speak to you and how they use colors to communicate that with you. Established brands stick to their brand colors and use them in an effective way to build a sense of recognition, community and that keeps their customers coming back.
Your brand colors aren’t just fancy extras to your brand, they are communicating who you are, what you do, and how you make people feel. So take a step back and think about how you want your audience to feel when they see your brand and have some faith in your graphic designer to help you make those decisions.
Ready to work with a brand designer who loves to play with colors and create brands that feel bold, engaging, and fun. Click the link below to fill out my contact form!
