As you might have noticed from my design style I LOVE colour. But choosing a colour palette that is right for your small business isn’t always the easiest thing to get right.
A carefully selected colour palette can play a crucial role in your branding, helping you to convey the right message and connect with your audience on a deeper level. Colour is a universal language that communicates emotions, ideas, and even values without using any words!
Instead of looking at which colours you personally like let’s look at a more strategic and thoughtful way to pick your colours.
In this post, we will explore what colour psychology is, its significance in small business branding, the meanings behind individual colours, the concept of seasonal colour psychology, and tips on choosing the right colours for your business.
What Is Colour Psychology and How Did It Come About?
Colour psychology is the study of how colours influence human behaviour, mood, and perception. It’s a field that has its roots in ancient civilizations, where colours were used symbolically in art, architecture, and religious rituals.
The formal study of colour psychology began in the 19th century with the work of Johann Wolfgang von Goethe and later, Carl Jung, who both explored the psychological effects of colour.
Goethe's "Theory of Colours" was one of the first significant works to discuss how different colours can evoke different emotions, while Jung believed that colours are an essential part of the human psyche and can influence behaviour on a subconscious level.
Today, colour psychology is widely used in marketing and branding to create desired emotional responses in consumers. Brands use colour to shape their identity, influence consumer decisions, and differentiate themselves in a crowded marketplace.
Fiona Humberstone is one of the people that brought the idea of seasonal colour theory to the brand identity space. Her book How to Style your Brand is one of the books I often refer to when creating colour palettes for my brand design projects.
Why Is Colour Psychology Important in Your Small Business Branding?
For small businesses, branding is not just about having a logo or a catchy tagline; it’s about creating an emotional connection with your audience. Colour plays a pivotal role in this process.
Having a well thought out colour palette for your business branding is so important.
Your colours are not just a ‘nice to have’ but they will make your audience feel something the second they see your brand.
When choosing a colour palette for their brand identity, business owners often forget that they can make strategic decisions on how their audience thinks, feels and acts. Putting a bit of thought into your colours can make a big difference.
Colour psychology is something I always refer to when creating new brand visuals for my clients. Because the colours in your branding make people feel something I find it important to ensure that they fit with your brand. What are your brand values? What message do you want to communicate? Who do you want to attract?
Incorporating colour psychology into your branding strategy can help you stand out from competitors, build brand recognition, and create a strong, memorable impression. For small businesses, where every interaction with a customer counts, using the right colours can be a game-changer in building trust and loyalty.
Individual Colours and Their Meanings
Understanding the meanings behind individual colours can help you make informed decisions when designing your brand's visual identity. Here’s a breakdown of common colours and their psychological associations:
Red: Passion, energy, excitement, and urgency. Often used in sales and fast-food branding to grab attention and stimulate appetite.
Blue: Trust, reliability, calmness, and professionalism. Commonly used by tech companies, financial institutions, and healthcare brands.
Green: Growth, health, tranquillity, and eco-friendliness. Frequently used by brands in the health, wellness, and environmental sectors.
Yellow: Optimism, cheerfulness, and warmth. Used to evoke happiness and positivity, but too much can cause anxiety.
Purple: Luxury, creativity, and spirituality. Often associated with premium brands, beauty products, and anything that suggests a touch of extravagance.
Orange: Enthusiasm, creativity, and affordability. Used by brands that want to appear friendly, approachable, and youthful.
Pink: Feminine, nurturing, and playful. Commonly used in products targeted at women and children.
Black: Sophistication, power, and elegance. Black is versatile and is often used in luxury branding or to create a sense of mystery.
White: Simplicity, purity, and cleanliness. Often used in minimalist designs and healthcare industries to convey clarity and safety.
Each colour has its unique impact, and understanding these can help you align your brand’s message with the emotions you want to evoke in your audience.
However, it’s important to recognize that colour psychology is not universal and can vary significantly based on cultural contexts and individual perceptions.
These cultural differences mean that you should consider your target audience's cultural background and preferences when selecting colours for your brand. A colour that evokes positive emotions in one culture might have a completely different connotation in another.
Understanding the cultural significance of colours is crucial in creating a brand identity that resonates with your audience.
Seasonal Colour Psychology
When it comes to branding, the concept of seasons goes beyond the calendar year it looks at the idea of seasonal personalities in branding. Where a brand’s identity is aligned with the characteristics of a particular season.
This approach helps you to create a more cohesive and resonant brand experience by tapping into the emotional and psychological associations we have with different seasons.
Spring: Brands that embody the essence of spring are youthful, creative and inspirational. They are infectiously enthusiastic, very people focused and big on fun!
Spring brands should use a warm, bright, light and fresh colour palette.
This means the colours are higher in saturation than in the other personality types and have a yellow undertone giving them their warmth.
Summer: Summer personalities are elegant, graceful, and have a timeless feel. They can also be efficient, productive and quality plays a big part too.
The summer colour palette is cool, delicate and soft.
The colours are more muted with a touch of grey in them. It’s giving the personality a romantic and dreamy feel- this is why businesses in the wedding industry often have a summer colour palette.
Autumn: Autumn brands are warm, grounded, and cosy. Not a big surprise as this is exactly what you would think of when you think of autumn.
The autumn colour palette is warm, intense yet muted.
The colour is saturated but instead of a light and bright hue, there is a darker, warmer undertone. Giving it that cosy feeling.
Winter: Brands that embody winter all about drama, luxury and being ambitious. Winter personalities are all about drama, luxury and being ambitious.
The winter colour palette is cool, strong and intense.
The colours have a blue undertone giving it that cool vibe. Winter is the only season which uses pure black and white.
As you can see - all colours exist in each season. If you have earlier identified which colours work for your brand- by looking at the colour psychology- you can now choose the tone of those colours that fit within your season.
Creating a harmonious colour palette has less to do with the hue of the colour (red, blue or green) but more with matching up the saturation and the lightness. You are more likely to create a distorted palette by using a muted orange with a strong, intense green.
Tips on Choosing the Right Colours for Your Business
Selecting the right colours for your brand can be challenging, but here are some tips to guide you through the process:
Understand Your Brand’s Personality: What does your brand stand for? Is it playful or serious? Luxurious or affordable? Your brand's personality should be reflected in your colour choices.
Know Your Audience: Different demographics may have different colour preferences. Research your target audience to understand what colours resonate with them the most.
Consider the Competition: Look at what colours are commonly used in your industry. Choose colours that will help you stand out while still fitting within the expectations of your market.
Keep It Simple: A cohesive colour palette with a few well-chosen colours is often more effective than a complex one. Simplicity can help create a more memorable and recognizable brand identity.
Do you: All these theories about seasons and colour psychology are guidelines (I know I just spent a whole blog trying to explain it all to you). So use them as such, let them guide you in the right direction, let them make it easier to make decisions. But at the end of the day your brand identity should make you happy, confident and proud of your business - so feel free to be rebellious and do you!
Choosing the right colours is an essential step in building a brand that resonates with your audience and stands the test of time.
By leveraging the power of colour psychology, you can create a brand identity that not only looks good but also connects with your customers on a deeper, emotional level.
Conclusion
In conclusion, colour psychology is a powerful tool in the world of branding.
Whether you're a small business or an established company, understanding the emotional and psychological impact of colour can help you create a brand that truly speaks to your audience.
By carefully selecting and utilising colours that align with your brand's values and audience preferences, you can enhance your brand's visibility, appeal, and ultimately, its success.
If you’re like me and love a bold colour palette read my Guide to Selecting a Bold Palette for Your Small Business Branding
And if you need more inspiration, follow me on Pinterest or download the free ready to use colour palettes.
Comentarios