How to use colour for meaningful brand communications
Colour is one of the most powerful visual communication tools and plays a huge role in the way we experience brands. Right colours can help businesses to appeal to their audience, improve product or service likability, and demand attention in a busy market place.
In this article, you will find out what role colour plays in branding and how to choose colours for your business that will help to communicate your values, align with industry standards and speak to audience expectations.
Research reveals that colour increases brand recognition by up to 80%, while 85% of consumers believe colour is the biggest motivator when choosing a particular product or service.
Using colour to create positive first impressions
When buying a product or service we make unconscious decisions that are based on emotional triggers created by brand communications. Whether we know a brand already (from social media, ads, recommendations) or we are seeing it for the first time - appearances will play a huge role in purchasing decisions.
That’s why choosing the right colour scheme for your brand can make a huge difference in how your business is perceived and how many sales you will make.
People make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.
CCICOLOR - Institute for Color Research
How to choose the right colours for your business
1. Define your brand personality
Before choosing colours and other brand identity elements it is important to outline your business personality. The business personality is driven by what your brand stands for, what it delivers, and how it communicates.
Brand purpose: why does your business exist?
Brand values: what believes are driving your brand?
Brand promise: what benefits your customer gets after purchasing from you?
Unique positioning: how do you differentiate from the competition?
When building brand personality, think of your business as if it was a person: how would it appear, behave, speak? A good framework to use is Jennifer Aaker’s Five Dimensions of Brand Personality. In this framework, personality is divided into five personality traits: sincerity, excitement, competence, sophistication, and ruggedness. One or two of these traits will be the driving force behind your business and it will have the biggest influence on your brand personality and how you do business.
Sincerity. Dominant attribute for brands that are focused on community, ethical practices, improving the world. These businesses are seen as down-to-earth, honest and trusted. Sincere brands and aim to make their customers feel secure and cared for.
Excitement. Dominant attribute for brands that are focused on engagement and creating experiences. These businesses are seen as imaginative, up-to-date, inspiring and edgy. Excitement driven brands want to entertain and inspire their customers.
Competence. Dominant attribute for brands that are focused on providing knowledge and efficient services. These businesses are seen as reliable, responsible, intelligent. Competence driven brands aim to educate their customers and inspire trust.
Sophistication. Dominant attribute for brands that are focused on high-end, luxury services. These businesses are seen as sophisticated, charming and glamorous. Sophisticated brands aim to create a sense of exclusivity and quality.
Ruggedness. Dominant attribute for brands that are focused on adventure and challenging the status quo. These businesses are seen as outdoorsy, tough, resistant. Ruggedness driven brands aim to inspire their customers to be brave and take risks.
2. Choose colours that correspond with your brand personality
The most common practice when building a brand colour scheme is to choose 3 colours: primary, accent and neutral. These colours should communicate your brand personality and work well together when applied.
While colour meaning may vary depending on cultural background and personal associations, some general colour theory rules can be followed when choosing a brand colour that reflects business personality and industry.
Red is associated with passion, excitement and energy.
Pink is associated with positivity and, depending on intensity, can be bold or soft.
Orange is associated with creativity. It feels fresh and full of vitality.
Yellow is optimistic. It’s a colour associated with playfulness.
Green represents nature and is associated with health and abundance.
Blue is trustworthy and reliable. It can stand for professionalism as well as innocence.
Purple can signify imagination as well as ambition and luxury.
White conveys simplicity and innocence, often with a modern minimalistic feel.
Black is sophisticated and elegant. It exudes modernity and sophistication.
If you are planning to start a branding project or would like to hear more about visual communications for your business email us or book a free consultation.
