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BR - Branding Color Theory

05 Powerful Color for Branding That Every Brand Needs To Follow

Color theory is a central and often overlooked area of design mainly.

We, designers & marketers, know that the colors on the warm side of the spectrum – such as red and yellow – are bold, uplifting, and energetic, while their cooler counterparts, blue and green, exude calmness and feel more reserved. However, the theory of color alters on an emotional level & practical level.

There’s a calculate color theory that different big brands have used. Usually, the brand’s colors can help engage and send signals. According to the study, more than half of a person’s brand assessment is based on color.

The goal of color choice should be strictly on attracting the desired people, not on personal preference. That’s why these six considerations should be followed while choosing colors:

1 | Context: where and how the colors will show up
2 | Competition: the relationship with the colors of adjacent brands
3 | Culture: the meaning of colors within a culture
4 | Contrast: choosing multiple colors that work together
5 | Color gamut: whether or not a color is replicable
6 | Company: the fit with the people of the organization

Why branding colors matter:

Colors have their connotations, and people associate specific colors with particular feelings. If anything, when judging a business or a brand, the first thing that we notice is the color combinations. Right???

All business owners must choose the right colors for their brand: they need people to understand their business through the chosen colors. They also want their logo to be recognizable and easily noticeable.

What do colors mean?

Both psychologists and marketing experts agree that colors carry special meaning in people’s subconscious. Use colors smartly to highlight your company’s line of work.

Brand Republic will always follow the color theory before working on any brand, and we use these 05 powerful colors in branding for any of our clients.

Red:

Due to its use in traffic signs and its association with blood & passion, red demands people’s attention and is often associated with a sense of urgency.

We usually notice that top brands use call-to-action buttons, and sales buttons are often red because they give shoppers a sense of urgency.

A good example of the red of a logo is Red Bull, which demands our attention with its logo. Red Bull is an energy drink, and it uses red to remind us of the strength, excitement, and energy involved when drinking it.

Energy may not be the sole reason why a business may use red in its logo. For example, Heinz’s use of red in its logo readily brings its flagship product, tomato ketchup.

Orange:

Orange has a lot of red in it, so brands often use it in place of red. However, it is also strongly associated with food and is considered particularly tasty.

No wonder, then, that many restaurants use orange on their walls to help customers feel hungry.

Orange is also linked with communication, so restaurants also use shades of orange on the walls to increase the time customers spend on their meals.

Green:

Green is associated with health, tranquility, nature, and relaxation. Many environmentally friendly organizations choose green to define their brand, as do companies that have to do with earth.

Think of Whole Foods and John Deere: while widely different, they are somehow connected to earth and nature.

The green in their logo brings out that fact.

Blue:

Blue is the color of peace, water, reliability, and tranquility. Also, this color has been used by most brands in their logos or branding. Many companies use blue in their brand because of the sense of authority, security, and power it suggests. Even the Blue color suggests intelligence, communication, and trust.

Many tech firms use blue, including IBM, Dell, Skype, and even social media businesses like Facebook and Twitter.

Brown:

Brown is the least used color in branding. It is associated with nature (think of wood) and displays calmness and earthiness. Because of our mental association of brown with wood, its use instinctively reveals feelings of stability, sturdiness, and seriousness.

Logging firms and wood-oriented companies use brown in their logo, while UPS uses brown to show its dependability and soundness.

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