Have you ever considered the importance of colour in branding and marketing? One of the key requirements of building a strong brand is colour selection. Coke is red, McDonalds is red and yellow, KFC is red and white, Tesco is red and blue. These big brands understand that the use of colour is vital for creating a positive, recognised and consistent brand image among their target audience. Colour plays a vital role in memory recall and by using colour, you can either send a positive or negative message.

Colour is the visual component that your audience will remember the most about your brand followed by the symbols, shapes, numbers and words. People see colour before they absorb anything else. Therefore, choosing the right colour/s for your brand and business is essential and should also match your brand’s desired personality that you want to portray.

The colours you choose should also appear on all of your promotional materials including your logo, website and packaging. Your brand’s colours should ultimately set your brand and business apart from the competition.

Every colour has a different feel and different associations. By choosing a combination of colours for your brand identity, you will take on certain associations and evoke certain emotions and feelings towards your brand and business, therefore it’s vital to choose colours that will represent your identity effectively, whilst also ensuring they complement each other. To help you choose the right colours for your brand and business, we have provided you with a selection of colours and their meanings.

RED –  Use red to suggest excitement, boldness, passion, power. Red is a warm and positive colour, which draws attention to itself and calls for action to be taken. A touch of red can be used as one of the colours for your website to indicate your energy and passion for your business or can be really effective in the promotion of products or services.

BLUE –Use blue to suggest trust, dependability, strength, smart, freedom, medicine etc. Blue is best used for corporate businesses where trust, dependability and honesty are important, for instance a charitable organisation may choose a hint of blue to complement their main colour of choice. Technological businesses, medical businesses and even cleaning businesses can benefit from the use of blue in their purchase diazepam uk branding. Be careful with the shade of blue, since different blues can relate to different industries, for instance light blue can relate to the health and wellness industry as well as travel and relaxation.

GREEN – Use green to suggest peacefulness, growth, health, environmental, profit, trust and organic.  Green is beneficial to any business associated with health and healing, and is an ideal colour to promote organic products and is also beneficial in the promotion of environmentally friendly products.

PINK – Use pink to suggest emotion, care and passion. Pink relates to compassion, warmth and understanding, which is why many charities use this colour as a major component of their branding and marketing.  Pink can also be an effective colour to use for many products and websites promoting women’s products and services such as beauty salons, nail salons and retail fashion stores.

ORANGE – Use orange to suggest adventure, fun, sociable, confidence and friendliness. If you’re a travel agent business, considering using a hint of orange for its association with journeys, adventure and exciting fun activities. Orange is appealing to the youth market since children and teens tend to like the sense of fun and adventure. Orange is also a great colour to use on types of children’s packaging.

WHITE – Use white to suggest cleanliness, peacefulness, and calmness. White is probably the best colour to use as the background colour of websites and allows other colours to reflect from it and make other colours except yellow and pastels to be very readable.  Using white or negative space on your website will make your website look clean, open and uncluttered. Avoid using white by itself to avoid your brand and website looking cold; instead use white to complement other colours to reflect the individuality of your brand and business.

When choosing your colours, think about which colours represent your brand’s personality, which colours suit the characteristics of your product/service whilst also bearing in mind which colours your competition are using to ensure you separate yourself from them. Also remember to choose colours that will present your brand’s personality and will also give your customers the right impression the first time they catch eyes on your brand.

If you need help with branding, rebranding or design, contact the Bare Bones Marketing Team today!


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