What Colors Say About Your Brand

  • by Christine Batta
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Should you choose specific colors for your logo, website, and marketing pieces, or let your design team find the best ones for you?

In most situations, the best answer is a bit of both. That's because color choices are actually big decisions, and the palette you choose says a great deal about your brand…whether you want it to or not.

Most of us understand this, if only on a subconscious level. After all, we intuitively recognize that reds tend to be more aggressive, that yellows are eye-catching, and that blues and greens can be calming, soothing colors. Looking at things a bit more deeply, though, we can see how our choices don't just affect the way our marketing pieces look, but the way our brands are expressed.

If you hadn't given much thought to the color scheme you use, here are a few things to keep in mind:

Colors influence mood and decisions

Psychologists have been able to point out for a long time that colors don't just affect the way we feel, but also the way we act. By paying attention to color theory, you can help persuade readers and viewers to continue engaging with your brand, experience a certain thought or emotion, and even take the next step in a a process.

Colors are the first things your readers and viewers see or notice

Anyone who works with marketing pieces for a substantial amount of time knows how important first impressions are. While this often leads to a lot of attention being paid to things like images, the human eye works in such a way that it notices colors first. By paying attention to those, you can elicit certain responses from your customers and prospects from the first moment they see your brand or marketing pieces.

Certain colors are appropriate for certain brands (and not appropriate for others).

Rarely do we see men's razors being sold in hot pink colors, or black-and-white beer bottles. These are obvious examples, but the point is that different brands need to elicit different responses, which should deeply influence their choice of color schemes.

So, are the colors you’re using saying what you really want them to, or are they following their own script? If you aren't sure, now is the perfect time to talk to your design team and make sure you're conveying the messages and emotions your company is aiming for.

Is your design team putting enough thought into your brand and communications? Why not get a free consultation from SW Creatives? You can reach us now at 301-891-0111.