Colours In Branding, What You Really Need To Know

Colour is crucial in forming a customer's first impression. Colour psychology isn't an exact science, which is why it's an issue.

Colours In Branding, What You Really Need To Know
Photo by Maximilian Bruck on Unsplash

Would you recognize Coca-Cola on the shelf if the logo on the bottle or can packaging was removed?

I'm sure we'd be able to tell it apart just by looking at the red label, right? When we see a red soda can, what else comes to mind except for Coke? According to a new study published on February 18th, 2022, titled "The concept of colour psychology and logos to strengthen brand personality," colour and good logo design often make certain products appear to have a good brand personality in the minds of consumers.

Colour is crucial in forming a customer's first impression. Colour psychology isn't an exact science, which is why it's an issue. Each person who sees your brand's colours, whatever they are, will have a different reaction. If you're trying to decide on a new colour theme for your company, here's a handy checklist to help you out:

  1. Customer expectations - What colours should your brand use depending on its history, culture, and personality?
  2. Colours of your competitors - Don't get lost in a sea of similar colours. Make your brand stand out by studying its colours.
  3. What emotions do you want to elicit from your brand? - To emphasize the feelings, your colours should be closely matched.
  4. Consistency - Once you've decided on a colour and shade, make sure to stick to it, but not too rigidly. You can be adaptable at times.

However, when it comes to branding, colours are effective, but you must also understand the context in which the colour is used. Every aspect of your brand's personality has an impact. Coca-cola is noted for its red hue, as well as its distinctive bottle design. Customers can also recognize the elements that go with the colour.

That implies that even a major company like Coca-Cola will never advertise exclusively based on colour, with a billboard that is solid red with no logo. Certainly, context is everything. When it comes to experiencing the impact and effect of your brand identity, colour psychology is the cornerstone. You can send a clear, honest message to customers by selecting the correct shade and tone that suits your brand personality.