Have you ever considered the importance of color in brand building? Coca-Cola uses red; UPS, the brown one; IBM, blue. These corporations understand that the proper use of color is vital to create a positive image among customers.
What's more, color plays a very important role in memory, stimulating all the senses, instantly sending a message like no other method of communication does.
The correct choice of the dominant color of your brand is crucial. This color should appear on all promotional pieces, including the logo and packaging. As much as possible, the color you choose should set you apart, working with your industry and your image, and sticking to your brand promise. You should also take into account the "psychology of colors", which is quite complex. Colors can mean different things depending on culture, situation and industry. However, in the West there are some universal meanings:
blue
Light blue is perceived as reliable, financially responsible, and safe. Strongly associated with the sky and the sea, blue is serene and universally accepted. Blue is an especially popular color in financial institutions because its stability message inspires confidence.
Red
Red activates the pituitary gland, increasing heart rate and speeding breathing. This visceral response makes red aggressive, energetic, provocative, and attention grabbing. Count on red to provoke a passionate response, although this is not always favorable. For example, red can represent danger or debt.
Green
In general, green connotes health, freshness and serenity. However, the meanings of green vary with its many forms. Darker greens are associated with wealth or prestige, while lighter greens are soothing.
Yellow
In every society, yellow is associated with the sun. For this reason, this color communicates optimism, positivism, light and warmth. Certain ways seem to motivate and stimulate thinking and creative energy. The eye sees bright yellows before any other color, making them ideal for point-of-sale displays.
Purple
It is a color that by its mixture of passionate red and calm blue, purple evokes mystery, sophistication, spirituality and royalty. Its most washed modes evoke nostalgia and sentimentality.
rose
The message of the rose varies with its intensity. Warmer roses carry energy, youth, fun and excitement and are recommended for cheaper or trendy products for young women or girls. The palest roses look sentimental. Lighter pinks are more romantic.
Orange
The "gaudy" orange evokes exuberance, fun and vitality. With the drama of red plus the joviality of yellow, orange is seen as sociable and often childish. Research indicates that its clearer shapes appeal to the expensive market. Shades like peach work well for health care, restaurants, and beauty salons.
Brown
This earth color brings simplicity, durability and stability. It can also generate a negative response from customers relating it to dirt. Certain forms of brown, such as terracotta, can convey an expensive appearance. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Black
Black is serious, brave, powerful and classic. Create drama and connote sophistication. Black works well with expensive products, but it can also make a product look heavy.
White
White connotes simplicity, cleanliness and purity. The human eye sees white as a bright color, so it immediately captures its attention. White is often used in children's or health-related products.
All the mentioned colors can be separated into two basic categories: warm and cold. In general, warm colors, such as red and yellow, convey a sociable and energetic message, while cold colors, such as blue, are calmer and more reserved. However, increasing the brightness of a cold color increases its vibration and reduces its reserve.
