BRANDING IN COLOUR

What is the first thing you notice when you look around?

Have you ever told someone: “You should have seen this amazing RED Lamborghini I saw on the way to work.” Your brain registered the colour of the car before you made the association with the brand of the car.

Walking into a room you register the colours on the wall, the colours of the furniture, the colours of the art on the wall, and you will feel something… the room will fell warm and cozy…. or it will feel cold and uninviting.

So what does this mean?

Our brain is hardwired to respond to visual stimuli and colour is the first thing brain registers and responds to.

 

EMOTIONAL TRIGGERS OF COLOURS

COLOURWHEEL

Colours evoke an emotional response. Colour is responsible for our mood… happy, sad, agitated, at peace.

Since we make decisions in large part based on colours, you can see why choosing the right colour to represent you brand is crucial in you developing your brands identity.

WHO IS YOUR TARGET MARKET?

Knowing who your target market is and understanding the demographic category your clients belong to will determine the emotional response you want your clients to have to your brand.

Take Harley Davidson for example. Without sounding sexist, I think it is safe to say that even today, the majority of people who buy and ride Harley Davidson motorcycles are males.
The black, orange, and white colour in their logo is no accident. Combined with the font and graphic style, it says: rugged, fast, strong, masculine. Imagine if instead they chose to use pink colour instead of orange…. the emotional response of their demographic would be negative and it would most like lead to loss in sales.

Harley-Davidson
Harley-Davidsonpink

IT’S NOT ABOUT YOU!

So you have a favourite colour. We all do. Now that you can see how important colours are in creating an emotional bond between your brand and your clients, remember that it is NOT ABOUT YOU. It is about your target market and the emotional bond they create with your brand.

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