4 Factors to Keep in Mind When Choosing your Brand Colours
What effect does colour have on your brand image?
According to the research, colours have an important impact on the design. When viewing any design, around 62% to 90% of people are inclined towards a design based on the colour. This quick assessment within 90 seconds plays an important role to define the customer intent and the sales of any design. The colour can give a story or a meaning to design. It helps to define the strategy or the emotion.
Whenever you are choosing a colour for any design, you have to think of the context and trends. You should also consider psychology and culture when choosing the colour for a particular design. Noting down the targeted audience is also important.
The psychology of the colours gives meaning to the design
Always keep in mind that the psychological effects of the colours are universal even if the perceptions are different. The warm tones, including red-orange and yellow, showcase the emotion of warmth and comfort. It can also showcase the emotion of anger.
Whereas the cool tones of blue and green are often used to showcase the calm emotion. Sometimes blue can also be termed as the colour of sadness.
Some other interesting colours include pink and violets that can show aggression but in a much calm manner. However, when you are choosing read as the primary colour for your design, you should consider how it changes the body functions and increases the blood pressure and heart rate. Red colour has the greatest wavelength, and that is the reason it is very popular and visible even from a distance.
However, there can be multiple meanings for a particular colour and for that reason, you have to evaluate your targeted audience. When choosing a red colour, it might be the colour of warmth, but in most cases, it can also showcase danger. Therefore you must understand the context of the design and your targeted audience.
Colour and Culture go side by side
Some of the colours are specified for the sports teams, whereas others are specified for the political groups. Some colours are somehow associated with religion, while others might have a prominent appearance in an organisational logo.
The culture of your surrounding is an important part to consider. Because if you are choosing a colour palette that is parallel with any other company or organisation that does not have a similar value, it can confuse a lot of people. This means that the best way is to understand the mind of your audience and to find out the Global audience based on the colours you choose.
Trends of Colours
Now the third way through which the colour impacts the design is the trend. The Trends keep changing from time to time as you might have seen that these days the neon colours are a lot more in Trend and companies are colouring their logos in a similar colour palette.
During the 2012 period, a lot of the bright and vibrant colours were in trend and were used by most companies. However, it completely depends on the motto and the targeted audience. Apple has a simple colour palette, and the logo is not the vibrant one, but still, it is a famous brand. The reason for that is to showcase the company mission in terms of colour. Apple showcases sustainability and simplicity… as you can see from their brand colours and design.
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