What is the meaning of colors for the brand?
The meaning of the colors for the brand is very important for building a brand because they affect human emotions. They not only create notions and associations but can also provoke certain feelings. Psychologists have found that people pay attention first to color and then to text. This also explains the importance of colors for the brand. Their skillful use by designers and the right combination with the other elements, that make up the logo can bring a strong message to the brand. This will launch it into the warmth of customer preferences.
Color features for the brand
As the main means of expression that conveys messages instantly and silently, color plays a significant role in brand recognition. Thanks to them, the brand can stand out among the rest of the market. And stand out from the competition. That’s why designers are very careful when choosing a color or colors for the logo. Above all, it is good for them to know the mission, vision, goals, and values. That’s how the company wants to communicate with the audience. So they will be able to convey them through the graphic image of the brand.
Psychology of colors
The suggestions of colors are related to the ideas that people build about them and reflect their life experiences. The notions with which associate the colors are depending on the cultural traditions of society. Thus, in different cultures, the same color can have different meanings and even evoke opposite feelings. We must take such differences into account when creating a logo. Especially for brands positioned in international markets, whose companies operate in societies with different cultural attitudes towards colors. Otherwise, the messages can be misunderstood and this can lead to negative consequences. And even to an outflow from the offer of the company’s products or services.
The meaning of colors – suggestions and associations
As mentioned, in different societies, colors can be perceived differently. However, in recent years there has been an increasing unification of perceptions and the imposition of Western cultural understandings, especially among younger people.
Here are some of the most common color associations:
- Red – strength, energy, passion, love, aggression, danger
- Orange – energy, warmth, balance, creativity, enthusiasm, cheerfulness
- Yellow – optimism, hope, joy, warmth, happiness, positive attitude
- Green – environmentally friendly, health, luck, nature, fertility, cash
- Blue – trust, stability, security, purity, strength, reliability
- Purple – spirituality, mystery, royalty, sophistication, femininity, brilliance
- Black – classic, luxury, modern
- White – purity, sincerity
Color combinations
The combination of colors is also very important for the messages of the brand. And the associations it evokes in people’s minds. Many people have an innate sense of which colors go and which combinations are appropriate. However, there are rules that designers follow to achieve a harmonious sound of the image. Color theory is based on basic knowledge of the properties, mixing, coordination, and interaction of colors. The main tool to help designers is the color wheel. It is a logically ordered sequence of shades, nuances, and tones of colors. Thanks to it, the flowers are grouped into families. This allows them to be applied to a wide range of communication needs and to express the messages and values shared by the brand.
