Creating your own label, product package, or business? Eventually, you’re going to need to pick out some colors. It may be tempting to use your own favorite colors for your brand materials. However, you can reap far better results by approaching your color selection strategically. By employing the principles of color psychology, you can subliminally convey key aspects of your brand to your audience. Below are some ways to incorporate the most popular colors into your brand elements.
Color psychology in branding: Red
Thanks to its long wavelength, red is one of the most visible colors in the color spectrum. This attention-grabbing ability is the reason why red is often used to indicate danger (think: stop signs, fire engines, and red traffic lights). Even animals, like black widow spiders, rely on a bright splash of red to keep predators at bay. However, red also signifies plenty of positive things, like action, enthusiasm, passion, and strength. Dark reds are typically perceived as professional and luxurious, while bright reds are seen as more exciting and energetic.
Brands that use red include Netflix, Coca-Cola, Tesla, and Target. It’s even used by the largest U.S. pharmaceutical companies, CVS and Walgreens, and in healthcare brands like Band-Aid and Johnson & Johnson. In summary: don’t be afraid to use red, as long as you’re using it with intention!
Color psychology in branding: Orange
This vibrant hue still packs a brilliant punch, and can be found in a wide range of popular brands. Sporty and outdoorsy brands like Timberland and Harley-Davidson use it to communicate fun, adventure, and discovery. Orange is also seen as a youthful or playful color, which is why it’s frequently used in brands aimed at children, like Nickelodeon. Some tech companies, like HubSpot, also use orange to distinguish themselves in a very white-and-blue marketplace. Orange is usually used by companies that want to establish themselves as different, exploratory, fun, and unexpected. If you think those terms define your brand, choose orange for your labels, logo, and packaging.
Color psychology in branding: Yellow
Yellow, the color of sunlight, smiley faces, and rubber ducks, represents happiness and joy. One of the most internationally recognizable yellow symbols is McDonald’s golden “M,” which has been helping associate the brand with positivity and cheer (think “Happy” Meals) since 1968. Breakfast food companies like Cheerios, Waffle House, and Denny’s use yellow to associate their brands with a bright, sunny morning. However, you don’t have to be a food business to use yellow in your branding materials. Plenty of brands in the communications and technology fields use it to indicate friendliness, optimism, and speed, like Snapchat, Mailchimp, and Bumble.
Color psychology in branding: Green
As the color of chlorophyll, the sun-absorbing compound found in most trees and plants, green is the undisputed color of nature and relaxation. It’s most frequently used for health clinics, spas, yoga studios, and other places which promote health and healing. Most major grocery store chains use green to indicate freshness and health, including Publix, Harris Teeter, Lowes Foods, Whole Foods, and The Fresh Market.
As a popular symbol of wealth, luck, and growth, green can also frequently be found in the finance and eCommerce sector. Famous green brand logos include Shopify, Fidelity Investments, and QuickBooks. Finally, since green is associated with positivity and forward movement (think the green “Go” signal at a stoplight), it’s been used for many brands that have youthful associations, like Starbucks, Spotify, Android, and Xbox.
Color psychology in branding: Blue
Blue is the world’s favorite color, preferred by 57% of men and 35% of women. And it’s the most popular choice for businesses, too, with 33% of top brands featuring it in their logo. It’s not hard to see why: as the color of the sky and water, blue has strong associations with purity and permanence—and, therefore, trust. The world’s biggest social media brands, Facebook and LinkedIn (and, formerly, Twitter) use blue to communicate trustworthiness, a critical trait for networks that store a ton of user data.
Countless medical brands, from Oral B to Nivea, use blue to communicate cleanliness and health. It’s also a safe, predictable, and somewhat conservative choice for corporate brands, like IBM, GE, Chase, PayPal, and SalesForce. If you want your brand to evoke feelings of security, strength, and professionalism, it’s hard to go wrong with true blue.
Color psychology in branding: Purple
Though a less popular choice, plenty of brands still choose purple, because it has so many diverse and unique associations. Rarely found in nature, purple was historically very difficult to produce, and could therefore only be worn by the very wealthy. Brands like Hallmark, Versace, and Crown Royal all leverage purple’s ancient connection with prestige and wealth.
Purple is also seen as a playful, fun color. This is why it’s used in many candy brands, like Cadbury, Wonka, and Milka. Many brands in the tech sector—like Roku, Twitch, and Logitech—
also use purple to set themselves apart in a crowded marketplace, and to appear more creative, vibrant, and youthful. Lastly, as a color that’s rarely found in nature, purple has come to be associated with mystery, fantasy, and even alternative subcultures, like “goth.” So, if you’re looking to attract a very small, but very dedicated audience, purple brand elements might help.
How to choose brand colors: final tips
When selecting colors for a product label, package, or other branded material, it’s easy to get overwhelmed by options. If you’re starting to feel that any color could be a good—or bad—idea—here are some key questions to ask:
- Is this color appropriate for the brand personality I want to convey?
- Is this color appropriate for the audience I want to attract?
- Will these colors help me stand out from my competitors (or mimic a better-established competitor)?
The truth is, due to the kaleidoscopic nature of color theory, there are no definitive answers. Above all else, go with your instincts—it is your creation, after all.
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