Did you know there is a whole psychology to how we view colors in branding and marketing?

This is legit scientific stuff...not just fluffy woo-woo. So even if you already have an established brand or just in the beginning stages and trying to work it all out, this information is for you!

One of the very first thing that most brand strategist have you do is work on what colors and logo you want for your brand. The shape and design of your logo is incredibly important, but research states that color is the most important aspect that you can choose when it comes to your brand. 

Color is so important because our vision is the most powerful sense that we use. In fact, studies show that consumers have 90 seconds or less to make a decision to buy and that 60% to 85% of our assessment for trying out of product alone is based on color. 

Remember, confused clients don't buy, so it's important to make sure that we build trust with our clients by using and sticking to a simple color pallet.

Think about some of your favorite brands. Most likely you would be able to tell me the colors that are associated with them right off the top of your head. For example, what is the color associated with Facebook? Target? Starbucks? These ones are so simple and I bet you were able to answer every single one of these in your head. That's because color psychology is such a powerful tool to use to connect and share messages to your audience. 

Let's start by breaking down a few colors and talk a little bit about  The psychology behind each one of them.

Yellow = optimism, warmth
Orange = friendly, cheerful, confident
Red = bold, exciting, strong, youthful
Purple/Pink = creative, imaginative, wisdom, femininity
Blue = trust, dependability, strength
Green = success, health, life, wellness
Black/White = powerful, strong, balanced, sophisticated

If you already have an established brand or brand colors and decide that they may not align with your messages, don't worry. It's never too late to update or freshen up your branding. Now I do not recommend that you do this often because once again that would cause confusion for your audience and your clients, but if you're just barely beginning and you really think that you can find something that aligns better with you then go ahead and switch it.

Once you have your branding colors down and they align with your business, go ahead and schedule a brand photography session. Make sure to incorporate your colors everywhere so that you can have a cohesive look and be constantly sending the messages to your clients that your brand colors have.

Resources:
Color Meaning and Psychology
Color Theory
The Power of Color

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