Part I of the article discussed the color psychology definition and its impact on branding while delving into the psychology behind 6 specific colors. Part II will continue discussing the remaining colors and provide 5 tips for choosing the right color for your brand. So, keep reading.
The Psychology of 12 Popular Colors
7. Purple Psychology
Positioned between red and blue, purple embodies a fascinating balance between masculine and feminine qualities in marketing color psychology. It is both warm and cool, yet neither.
This blend of red's stimulation and blue's serenity can be unsettling unless one dominates clearly. As a result, blue-purple is perceived as cool, while red-purple is regarded as warm.
Historically, purple has been associated with royalty and bravery, symbolizing wealth, luxury, and sophistication. Its rarity in nature can give it an aura of uniqueness or artificiality.
Purple falls at the shortest wavelength on the color spectrum and is the last to be visible. Consequently, it is often associated with time, space, and the universe. Additionally, purple is infused with spiritual significance, contemplation, and thoughtfulness, fostering creativity and imagination.
Positive Associations
- Wisdom.
- Luxury.
- Wealth.
- Spirituality.
- Imagination.
- Elegance and sophistication.
Negative Associations
- Introversion.
- Decadence.
- Suppression.
- Inferiority.
- Extravagance.
- Moodiness.
8. Magenta Psychology
Magenta stands apart from red and purple, having unique psychological implications in marketing. It represents emotional balance and physical harmony, combining elegance with practicality while evoking logic and intelligence.
Magenta inspires empathy, support, and kindness and is associated with self-respect and satisfaction. It symbolizes transformation, encouraging the release of outdated ideas in favor of new perspectives.
Compared to red, magenta carries a certain boldness that can come across as either shocking or innovative, depending on the context. It is perfectly suited for creative or unconventional projects.
Positive Associations
- Imagination.
- Passion.
- Transformative.
- Creativity.
- Innovation.
- Balance.
Negative Associations
- Awkwardness.
- Nonconformity.
- Foolishness.
- Recklessness.
- Oddness.
- Transience.
9. Brown Psychology
Brown is a mixture of red and yellow tones infused with a substantial amount of black. This composition imbues it with the seriousness typically associated with black but with an advantage in warmth and softness.
Brown is sturdy and reliable, representing the earth and abundant in nature. It evokes reliability and authenticity, particularly associated with wood, and tends to be more popular among men than women.
Brown has strong shades, but it can be sad and dreamy. It is a practical and functional color that can exude elegance when applied thoughtfully. Classic leather shoes or stylish leather bags exemplify this quality.
In the landscape of marketing colors, few are as closely tied to a single brand as brown is to UPS, which has effectively leveraged this color in its branding strategy, even creating a complete marketing campaign around it with the slogan "What can brown do for you?" It would be challenging to envision a new brand in the shipping sector adopting brown as its signature color, highlighting the significant impact of color psychology in branding.
Positive Associations
- Safety.
- Warmth.
- Earthy.
- Credibility.
- Support.
- Authenticity.
Negative Associations
- Excessive seriousness.
- Heaviness.
- Lack of sophistication.
- Sadness.
- Dirtiness.
- Conservatism.
10. Black Psychology
Black reflects no light, which profoundly affects marketing color psychology. It symbolizes power and is a barrier color that absorbs energy and attention.
Conceptually, black has no shades; it embodies elegance and seriousness. It is Timeless and inherently stylish, reminiscent of classic pieces like the little black dress or an iconic black shirt.
However, black can suggest pessimism because it absorbs all light. While it represents sophistication, it is equally associated with mourning, worn by priests and villains.
Positive Associations
- Sophistication.
- Security.
- Power.
- Elegance.
- Authority.
- Materiality.
Negative Associations
- Oppression.
- Coldness.
- Threat.
- Weight.
- Evil.
- Mourning.
11. Gray Psychology
Pure gray is the only color without a dominant association in marketing color psychology. However, this does not imply that it lacks influence. Gray is a modern and sophisticated hue that has proven successful with technology and luxury brands. Its calm demeanor can be both an asset and a drawback simultaneously.
When used skillfully, gray evokes strength and sophistication; it mirrors the ominous and powerful nature of stormy weather—a cloak that amplifies rather than lessens other colors' presence.
Gray profoundly impacts surrounding hues, balancing shades and creating space instead of white.
Positive Associations
- Timelessness.
- Neutrality.
- Credibility.
- Balance.
- Intelligence.
- Strength.
Negative Associations
- Distrust.
- Coldness.
- Depression.
- Isolation.
- Lack of energy.
- Indifference.
12. White Psychology
While black absorbs all light and colors, white reflects them and signifies their absence. For this reason, white has long been associated with purity color psychology.
In healthcare branding, white conveys cleanliness and sterility. Outside medical settings, it symbolizes innocence and simplicity.
The connection between white and marriage—particularly wedding dresses—is deeply entrenched. Yet, white also embodies modernity; brands like Apple use it to signify a sleek and soft style. As the simplest color, white offers a sense of spaciousness.
White represents blank pages, symbolizing freshness and new beginnings. While its association with sterilization is positive in healthcare contexts, it can have negative connotations elsewhere. If used randomly, white may evoke coldness, emptiness, and isolation.
Positive Associations
- Cleanliness.
- Clarity.
- Purity.
- Simplicity.
- Sophistication.
- Freshness.
Negative Associations
- Sterilization.
- Coldness.
- Aloofness.
- Elitism.
- Isolation.
- Emptiness.
5 Tips for Choosing Your Brand Colors
Now that you are familiar with the most common emotions evoked by popular colors, you might wonder: "Which color suits my brand?"
Choosing the right color for your brand is always subjective, but understanding color psychology in branding can help you select a color that evokes the emotions you wish to convey.
Here are some tips when selecting your brand colors:
1. Choose an Authentic Color for Your Brand
It is crucial to choose a color that fits your industry and is authentic to your products or services. This is particularly significant in certain fields. Choosing a color that doesn't fit your business could deter potential customers.
Therefore, you won’t typically see financial brands using red or construction companies adopting pink. Understanding your audience and not stray from their expectations is essential unless your brand's mission is to challenge conventional norms.
2. Choose a Color that Embodies Your Brand’s Personality
Any external expression of your brand begins with defining your brand's personality. Defining it in advance ensures that the chosen color harmonizes with other design elements like fonts, images, and illustrations.
Your brand's personality is how your audience connects with it on a human level; it's akin to describing your brand as if it were a real person.
Color is one of the most powerful ways to convey your brand’s personality because of how well it evokes human emotions.
3. Choose a Color that Resonates with Your Audience
Understanding your target audience is the foundation of your brand's success. This is crucial when selecting the right color for your brand.
Researching your customers is an indispensable tool for understanding whom you serve best. It helps you build a buyer persona that defines your target audience.
Once you have identified this persona, ask yourself: "What color or colors are likely to resonate with this person?"
Whether your audience is male or female, energetic or calm, enthusiastic or practical, their unique characteristics should align with your brand's colors.
4. Choose a Color that Distinguishes Your Brand
Competitive differentiation is another important criterion for selecting your brand color. While selecting a color that none of your rivals already use isn't required, it does help set your brand apart, particularly when it comes to advertising colors.
Conducting a competitive brand audit is an effective way to determine the colors your main competitors are using so you can identify differentiation opportunities.
Try mapping out all your competitors' logos on a color wheel to see if there are any interesting unused colors. The goal isn’t just to stand out for the sake of it; keep the first three tips in mind as well. Since color is instantly visible and attention-grabbing, it is one of the best ways to highlight your competitive advantage.
5. Apply Your Brand Colors Consistently
The key to reaping the rewards of the previous tips is consistently applying the colors you choose
Consistency is fundamental to any successful brand. A consistently executed brand will significantly enhance the impact of its color choices.
Conversely, a brand that employs colors inconsistently across various channels and touchpoints risks undermining the value it has built.
It is best to document your brand colors in a comprehensive and definitive guidelines document to ensure consistent implementation across all platforms.
These brand guidelines should be shared with everyone involved in representing your brand, ensuring they use the correct color codes in all formats they engage with. This simple step will help you maximize the advantages of color psychology in branding.
In Conclusion
Your brand's visual identity significantly impacts how others perceive your business. Color plays a crucial role in shaping this visual identity.
One of the best ways to create a strong and impactful visual identity is to select an authentic color that reflects your brand's personality, resonates with your audience, and distinguishes your company from competitors.
The first step in choosing the right color is to understand color psychology, whether you are using it for branding, marketing, or advertising.
