Colour psychology in brand identity

What colour you choose to rep your brand matters!

I’ve worked with a surprising amount of businesses that are tempted to choose a primary colour for their brand because it’s one they personally like to look at.

But colour choice goes so much deeper than “does it look good”. The colours you pick to represent your business give so many subliminal cues to your audience, it could actually be a huge factor in them choosing whether to shop with you without them even knowing!

Here are some examples of basic colours and what message those colours give to audiences!

Red

Excitement - Love
Passion - Boldness

Red evokes strong feelings in your customers. Whether it’s love, hate, excitement, or anger - the colour red is very stimulating.

Orange

Friendly - Retro
Fun - Affordable

Orange is red’s easy-going sibling. It’s a light-hearted colour that implies your brand is friendly and welcoming.

Yellow

Optimism - Playfulness

Logic - Confidence

Yellow literally makes your brain smile. If you brand is personable, approachable, and reliable, you may want to add some yellow.

Green

Natural - Fresh

Caring - Growth

Green symbolizing nature seems very on the nose, but it’s true! It’s great for capturing brands that are eco-friendly and empathetic.

Blue

Trustworthy - Secure

Honest - Calm

I’ll bet you can think of three blue logos off the top of your head. That’s because blue is easy on the eyes and implies trustworthiness. What brand doesn’t want to appear stable and calming?

Purple

Creative - Sentimental

Ambitious - Imaginative

Purple is a colour that tends to imply a dreaminess, creativity, or general fun nature of a brand.

Pink

Happy - Romantic

Feminine - Sweet

Pink is soft, sweet, and caring, so it’s no surprise it’s typically seen as a “feminine” colour. It’s great for marketing more fun, playful brands!