Colour psychology in branding
TLDR:
Think colour doesn’t matter in B2B? Think again. The right palette can build trust, boost recognition and influence buying decisions – all without saying a word. This article shows how colour psychology gives your brand a competitive edge by speaking directly to your audience’s emotions and expectations. If you want your brand to work harder, start with colour.
Table of Contents
Halo Media is a corporate brand agency working with international markets. One of the challenges that we face when dealing with the global market is the different colour meanings in different cultures and societies, so we turn to colour psychology in branding to as part of the creative solution.
Understanding colour psychology in branding is essential for any successful marketing strategy.
What is colour psychology?
In the context of branding, colour psychology in branding plays a crucial role in shaping consumer perception.
It’s the study of how colours affect behaviour. We look at colours in relation to branding and how they influence decisions and perceptions by the target audience.
For example, let’s look at the colour red. Red is seen as the colour of happiness and celebration in Asia. In the Middle East, some consider it the colour of evil. And for some cultures in Africa, it is the colour of mourning.
The concept of colour psychology in branding helps marketers select the right colours for their brand identity.
Utilising colour psychology in branding can significantly influence how consumers perceive a brand’s message.
This is where understanding colour psychology in branding becomes vital for effective communication.
It’s essential for brands to incorporate colour psychology in branding to avoid cross-cultural misunderstandings.
For example, let’s look at the colour red. Red is seen as the colour of happiness and celebration in Asia. In the Middle East, some consider it the colour of evil. And for some cultures in Africa, it is the colour of mourning.
What is colour psychology in branding?
Therefore, colour psychology in branding not only enhances aesthetics but also boosts brand effectiveness.
The significance of colour psychology in branding cannot be overlooked when targeting diverse markets.
Many people don’t realise that the meaning of colours varies in different countries or within different cultures. But this has a big role in how a product or service is positioned within that location or culture. As colour is a such a vital aspect of design, it’s critical that you research your target markets.
When we are branding for international audiences, we analyse the target audience. We look at where the product or service will be sold and tailor the colours, especially if it will be used in a global market where Eastern and Western colours often portray vastly different meanings and emotions.
The challenge our graphic designers face is to carefully consider the colours we choose and what meaning or emotion they will convey to the customers and audience. We need to be aware of any offensive or insulting colours which may be used to market a product or service.
Looking to why the psychology of colour is important
Colour plays a significant role in culture, and its impact on communication is undeniable. Here are some key aspects of the role of colour in culture:
1. Colours carry symbolism
Brands that successfully employ colour psychology in branding often see improved customer engagement.
Colour meanings are often deeply rooted in cultural and historical contexts and are symbolic. A symbolic association can evoke emotions, convey a message, or represent abstract ideas across cultures. For example, red may symbolise luck and prosperity in Chinese culture, while white can signify purity or mourning in various cultures.
In summary, colour psychology in branding is a powerful tool that should inform marketing strategies.
2. Colours have cultural associations
Different colours can be associated with specific cultural values, beliefs, or traditions. As an example, gold is often associated with wealth, power, and divinity in several cultures, while green is often associated with nature and fertility.
3. Communication and perception
Colours can communicate nonverbal messages and evoke specific emotions or responses. Different hues may elicit different psychological and physiological reactions in individuals. For example, warm shades like red and orange are generally associated with energy, passion, and excitement. But cooler ones like blue and green can evoke feelings of calmness and tranquility.
4. Cultural preferences
Colour preferences can vary across cultures. Certain hues may be favoured or disliked due to cultural, historical, or religious reasons. So these preferences can influence various aspects of daily life, such as fashion, design, and marketing strategies.
5. Colour in language and Idioms
Colour terms often find their way into language and idiomatic expressions, reflecting cultural perceptions and associations. For instance, phrases like “feeling blue” or “green with envy” use colours metaphorically to convey emotions or states of being.
6. Colour Psychology in rituals and traditions
Colours play a significant role in religious, ceremonial, and traditional practices worldwide. You can use them to represent stages of life, events, or roles within a community. It’s worthwhile to note that while colours have general cultural associations, individual preferences and interpretations can still vary. Furthermore, colour symbolism and cultural meanings aren’t universal and can change over time or differ within subcultures. So if you want to understand colour’s role in communication, you need to be sensitive to cultural diversity.
Colour is not universal
Blue in Western companies indicates trustworthy, masculine, and corporate. In eastern cultures it can represent feminine wealth.
We have put together a short overview of what colours mean in different cultures and countries:
So how does colour psychology affect B2B brands?
In B2B branding, understanding and applying colour psychology is crucial for influencing client perceptions and decision-making. Colours evoke specific emotions and associations, which can significantly impact how a brand is viewed. For instance, blue is often associated with trust and professionalism, making it a popular choice in corporate branding.
Five Practical Tips for Applying Colour Psychology in B2B Branding:
1. Align Colour with Brand Values: Choose colours that reflect your company’s core values and the emotions you wish to evoke in your clients. For example, green can symbolise growth and sustainability, aligning with eco-friendly initiatives.
2. Consider Cultural Associations: Be mindful of cultural differences in colour meanings, especially if your business operates internationally. Research how colours are perceived in different cultures to ensure your branding resonates positively across regions.
3. Maintain Consistency Across Platforms: Ensure that your chosen colour palette is consistently applied across all branding materials, from your website to marketing collateral. Consistency reinforces brand recognition and trustworthiness.
4. Test Colour Combinations: Experiment with different colour schemes and gather feedback to determine which combinations most effectively communicate your brand message and appeal to your target audience.
5. Stay Updated on Industry Trends: Regularly review colour trends within your industry to ensure your branding remains contemporary and relevant, helping you stand out in a competitive market.
By thoughtfully integrating colour psychology into your branding strategy, you can enhance your brand’s appeal and foster stronger connections with your B2B client
