Back to blog

Colour in Branding: Creating Impact and Connection

05th Sep 2023

In the rich world of branding elements, colour has its own compelling story. Beyond aesthetics, colour plays an instrumental role in crafting a brand’s visual identity, evoking specific emotions, and leaving a lasting impression. In this blog, we’ll navigate the complex yet fascinating roles colour assumes in brand differentiation, brand recognition, brand personality, and creating resonance with diverse audiences.

The Power of Differentiation Through Colour

In a world filled with brands constantly competing for consumer attention, differentiation has never been more crucial. The unique choice of colour can serve as a powerful tool in your toolkit for setting your brand apart.

For example, take, the fintech company Klarna. Their use of a distinctive millennial pink doesn’t just make them stand out; it also communicates a sense of innovation and forward-thinking.

Going against the grain with unconventional colour choices can evoke curiosity and make your brand the subject of conversations. These choices are underpinned by psychological triggers that captivate attention and linger in memory, setting the stage for brand loyalty (Reference: “Color Psychology in Marketing,” HubSpot).

Resonating with Audiences: The Psychology of Colour Choice

Colour psychology is a science that transcends mere aesthetics, delving into the realms of emotion and behaviour. It’s not just that blue signifies trust or that yellow evokes happiness. It’s about how these colours interact with people’s pre-existing mental frameworks and cultural contexts.

For instance, red might convey love or excitement in Western cultures but can signify good fortune when used in Asian design. So, when you’re planning to take your brand global, a nuanced understanding of colour perception across cultures is invaluable. This ensures that your brand not only attracts attention but also creates a meaningful emotional engagement with your audience (Reference: “Psychology of Color in Marketing,” Forbes).

Creating Brand Recognition with Colour

Remember, building brand recognition is a marathon, not a sprint! Consistency is key, and that holds true for colour choices across various mediums—be it digital, print, or physical products.

Companies like Coca-Cola and Tiffany have so seamlessly integrated their colour schemes that it’s hard to separate the colour from the brand. The psychology behind this is rooted in the brain’s ability to associate colours with experiences or entities, making your brand more accessible and top-of-mind for consumers (Reference: “The Impact of Color on Consumer Behavior,” Journal of Business Research).

Infusing Brand Personality Through Colour

Your brand personality is more than a marketing gimmick; it’s the emotional cloth from which your brand is cut. Colours can serve as visual cues that embody this emotional fabric. Think about Tesla’s use of cool whites to signify innovation or the way eco-friendly brands often use greens and browns to denote a connection with nature. These colour choices are strategically aligned with the brand’s core values and intended personality traits, effectively acting as silent brand ambassadors that speak volumes. In this vein, choosing colours that genuinely reflect your brand can turn casual interactions into lasting brand relationships (Reference: “Color and Branding,” Psychology Today).

Bringing It All Together

Several brands have turned the art of colour selection into a science. Google’s colourful logo embodies its ethos of diversity and approachability. Meanwhile, Starbucks’ forest green represents more than just the colour of coffee; it speaks to its commitment to ethical sourcing and environmental responsibility.

These brands have not just chosen colours but have woven them into the very DNA of their brand narratives. They’ve also skilfully navigated potential pitfalls by continuously monitoring consumer response and cultural shifts.

At Martin Hopkins, we believe in the perfect blend of strategy and creativity to craft a brand identity that not only stands out but also speaks to the heart. As a team that cares about what we create, we’re fully equipped to help you choose the right colours for your brand’s palette.

So why not pop into Suite 12 at Desg and we can paint the town red (or whatever colour you fancy!)