The Psychology of Color in Business Branding
Pigs on a beach! It looks really fun, isn’t it? The Pig drawing above were made for a client and I made a comparison of the drawing with and without colors. One thing is sure, the one with colors is way fun to look at. With those blues, reds, and greens… maybe it’s just color psychology.
Color psychology is a well-known, yet less explored branch of the study of how our brain perceives what it visualizes. As far as scientific research goes, there is not much to work with. However, the impact that colors have on our brains is used to manipulate our decision making by multiple facets of society.
Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry.
Now, let’s see what most of the popular colors means so it can help you decide what kind of color branding might fit to your business:
Positive: Physical courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement.
Negative: Defiance, aggression, visual impact, strain.
Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.
Negative: Coldness, aloofness, lack of emotion, unfriendliness.
Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.
Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.
Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace.
Negative: Boredom, stagnation, blandness, enervation.
Positive: Spiritual awareness, containment, vision, luxury, authenticity, truth, quality.
Negative: Introversion, decadence, suppression, inferiority.
Positive: Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.
Negative: Deprivation, frustration, frivolity, immaturity.
Positive: Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species.
Negative: Inhibition, emotional claustrophobia, emasculation, physical weakness.
Positive: Psychological neutrality.
Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.
Positive: Sophistication, glamour, security, emotional safety, efficiency, substance.
Negative: Oppression, coldness, menace, heaviness.
Positive: Hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency.
Negative: Sterility, coldness, barriers, unfriendliness, elitism.
Positive: Seriousness, warmth, Nature, earthiness, reliability, support.
Negative: Lack of humour, heaviness, lack of sophistication.
This article might help business owners to decide the right colors to pick when branding their businesses. Here at Black Project Studios, we make sure that the video that we will produce for you matches the color scheme of your brand. Every color that we put out there should be relevant.