Moreover, repetition of the same color can strengthen brand awareness. Pair that with the fact that we know certain colors evoke certain emotions and voila: your brand colors have the ability to impact your sales or performance even more than the products you offer. This site is protected by reCAPTCHA and the Google Privacy Policy and Google Terms of Service apply.Īccording to neuroscientist Antonio Damasio, how consumers feel about a brand has more pull than what they think about a brand. With mountains of evidence, it’s not a question of do brand colors work?, but how do I make brand colors work for me? Application of branding colorsīy completing this form, you agree to our Terms of Service and Privacy Policy. People from other countries wouldn’t necessarily understand the phrase “spending greens” a company “going green,” however, would resonate with almost everyone.Įven the most cold-hearted business-person can’t ignore the science between the psychological effects of branding colors. ![]() A clear example is the way Americans associate green with money, because the currency we use everyday is green. Americans work hard for their green, but do Europeans work hard for their blue?Īnd let’s not forget the cultural associations. This isn’t always accurate-after all, farmers (and chocolate lovers) might love the color brown, and let’s not forget humans evolved to see the color blue only in recent millennia-but when considering millions of years of biological conditioning, it’s easy to see how affiliations to colors goes beyond mere preference… something humanity has known for quite some time now. A blood red, for example, puts people on alert for danger nearby the browns of dirt and rotten food tend to be unappetizing. Color theory is intrinsically tied to mankind’s history, as you can see from the page in an 1826 manuscript by Charles Hayter.Ĭolor theory goes a lot deeper than “pink is a pretty color.” Psychologists link it to the very evolution of humans connections with certain colors developed after years of associating them with particular objects. This extends even to shades of individual colors, so deep dark blue and light sky blue will also have different effects. Even more interesting, the same colors tend to provoke similar responses in different people in other words, yellow evokes similar feelings in people from Montana to Timbuktu. Just like the words “love” and “bike rack” elicit different emotions, colors like red and blue both create different human responses as well. One of the most famous color theorists, Faber Birren, wrote extensively on the link between colors and our emotional state, particularly in his book Color Psychology and Color Theory. The problem is you can’t tell your company’s entire life story in a logo or storefront-but branding colors provide a shortcut straight to your clientele’s hearts. As a brand, you want to cultivate a strong emotional connection with your customers. What do you think of when you hear the word “love?” Whether positive or negative, it mostly likely conjures a stronger emotional response than when you hear a phrase like “bike rack.”Įmotions are powerful and (whether we like it or not) drive our decision making. “ Colors, like features, follow the changes of the emotions.” -Pablo Picasso
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