Color plays a significant role in our perception of a company or brand You may remember hearing somewhere that red roses denote love, yellow roses, friendship, and white roses, could signal a new beginning or marriage. Perhaps you’ve heard that blue correlates to trustworthiness or yellow to happiness. While a lot of these beliefs on perception and color ring true, it is important to remember that everyone perceives color differently; therefore, using general color psychology methods can be hit or miss for some audiences are specific people. For example, If you wanted women to buy your product, you can’t just make it pink because typically women like that. In fact, that could negatively impact your sales because of the stereotypical thought process that went into building your brand. Our Creative Director has put together some key points to consider when utilizing color for your brand.
Who is your target market, and what do they like?
Identifying how your target market responds to color is incredibly vital for many reasons. Imagine, if Tiffany & Co.® picked a bright pink color to represent their brand, rather than the iconic Tiffany blue. Their target market may have perceived the brand as more playful and unserious, resulting in a lower-quality brand perception. Tiffany blue, as it is called today was selected with much care and attention for the time and trends of the period. It was selected for its similarity to the color of a flower, the forget-me-not, which symbolizes true and undying love, remembrance, and long-lasting connection. It is also important to note that in the 19th century turquoise gemstones were all the rage for upper-class women. The point is that you should pull information from multiple data-points to determine how your target market will interpret your color choices.
Who are your competitors and what colors are they using?
When analyzing your competitors brand colors, make sure to consider:
- Competitors who have poor quality products or reviews: You don’t want to use a color similar to these competitors, as consumers may take their negative feelings on that product and apply it to the way they perceive your brand.
- Do you want to fit in? If you are trying to brand yourself as equally experienced and qualified as a specific competitor; using similar color profiles can do that for a company.
What colors make sense or appeal to you?
How do you want your brand to impact people? Color speaks to everyone differently, sometimes you have the power to give it a louder voice. An oil and gas client wanted to choose a color palette outside the industry standard of reds and blacks: they wanted orange. They liked orange because it is the actual color of oil and that speaks to them personally and to what they do. Once consumers realized why the company branded in orange, consumer perception of the color changed.
Should you change your brand colors?
Changing the colors of your brand when you are already established is usually not a good idea. Consumers may think that your product changed, you went out of business, or not may recognize you on the shelves and buy your competitor’s product. The only time this is not true is when you need to rebrand to change negative perceptions of your brand and product.
At ODDS Marketing, we take a more in-depth approach in the branding of our clients. Contact us for more information about our design and branding services.