Colors have an undeniable effect on our mood, but what color(s) will best define what your brand is all about? This is a breakdown on color, and how to use it to convey your ideas and tonality effectively. Please note, that if your company doesn’t use the right color it does not mean you won’t be a success. However, you’re better off if you can make color work for you rather than work against you. This will be a 2-part article series. We’re going to tackle the realm of cool colors first. So, let’s get started.
There are plenty of industries where reliability and loyalty are the backbone of the operation; without trust there is no business. You need to trust your car to safely get you from point A to B, your health professional to know what they’re talking about, your grocery store to have fresh food, your news source to provide you accurate information, your home appliances to be reliable, your bank to secure your finances, and your social media to protect the personal information you’ve shared with them. The companies in these fields use blue to their advantage; it helps convey that they’re dependable and secure.
Scientists have theorized that the reason we attribute blue to these emotions is due to the sky. Blue skies are a sign of clear/calm weather and stability in nature; therefore, it naturally gives us a feeling of security and a relaxed feeling (Hence why a lot of people paint their rooms blue). It has also been shown in studies conducted that workers in a blue office opposed to a white office made 20% less errors due to its stabilizing effects. But our primitive responses of blue are not all positive. It has also been proven that blue is one of the worst choices for the food industry. Our brains are hardwired to avoid black, purple, and blue foods because back in caveman times those colors signified that the food was either rotten or spoiled. Blue is considered an appetite suppressant due to this correlation. (So, you may want to avoid painting your restaurant blue!)
Green being one of the most predominant colors in nature, it’s safe to assume that it has an ingrained effect on us as humans. Mixing the refreshing quality of blue and the cheerfulness of yellow, your result is the tranquil color green. It’s known to cause the least eyestrain of all the colors, and can improve vision thanks to this. Its easing nature is used on patients and performers alike; they’re often seated in green rooms to calm their nerves before a show or surgery. If darkened, green can also imply masculinity, wealth, and a conservative domineer.
These effects of green can be seen echoing throughout various industries having to do with health and organic foods, the environment, banking, as well as refreshments.
By combining calming/relaxing blue with passionate/aggressive red you wind up with the mysterious and multifaceted purple. Without defined undertones it can be viewed as an uneasy color due to the collision of red and blue, but once administered purple takes on the undertone’s characteristics. Often associated with royalty, mystery, and beauty it shown to have a mass appeal among adolescent females and creative types alike. It’s useful when marketing anti-aging products, creative services, and products that are soothing.
None of these colors match your companies desired message? Don’t fret, your company may be warm! Look out for part two of this article where we dive into the psychology of warm colors and how to apply them effectively to your brand.