Your Brand in Colour
Understanding colour personalities and how to choose yours
Understand the personalities of colour and how to choose yours.
When it comes to establishing your brand, choosing your colours may appear to be a seemingly trivial and straightforward task. Surely you go right ahead and go with your personal favourite, right? Think again.
Research suggests that up to 90% of snap judgments about a product are made based on colour alone. Let that sink in for a moment…90%. That means that no matter how sublime your product or service, up to nine out of ten of your potential customers are likely to be influenced by the colour you choose for your brand. So getting it right can be crucial.
While such judgments may be subconscious. That doesn’t change the fact that your brand colours can have a direct effect on your customers purchasing intent. But, they have a significant impact on how your brand is perceived and when it comes to branding, perception is everything.
Colour can, of course, trigger different responses in different people. Still, no matter how subjective these responses may be. There is a general principle that we advise: If it incites an emotional response, whether consciously or subconsciously, it is an essential consideration for your branding.
Choosing your brand colour – a step by step guide
- People are attracted to brands that emulate their personality, so first and foremost, when selecting your brand colour, it is essential to understand your customers and their preferences. If you’re not entirely sure, then do your research and don’t forget, gender, industry, culture, context and personal experiences can all have an impact.
- You’ll also need to have a solid grasp of your business too of course. Try asking yourself the following:
- What is the nature of your brand; for example, is it more feminine or masculine?
- Figure out the level of formality: are you serious or playful?
- Understand the feelings associated with your product; luxury and prestige or comfort and affordability?
- Decide how your brand is classified: are you contemporary or classical, modern or traditional?
- What sort of energy do you want your brand to promote? Are you bold and loud or reserved?
- You’re ready to start selecting your colours, and we’ve put together the following guide to help.