How Color Shapes Your Branding
Spin Creative • April 10, 2020
Whether you’re designing a logo or putting together a video campaign, one underrated tool you might not even realize you’re using is color. The visual design of your marketing efforts must send a cohesive message, and color is one of the most crucial components.
Color has the power to send unspoken messages to your audience. We all have our own experiences and emotions tied to colors, but there are also more widespread associations that have the power to influence viewers en masse. It’s very important to not underestimate the power color can have on your brand identity.
Using color effectively
When you’re developing your brand and the advertising that goes along with it, you must consider how color can help shape the messages you’re trying to send. Think about some of your favorite mainstream brands, like Coca-Cola, UPS or Starbucks. These brands have signature colors that result in instant brand recognition. With the right choices and implementation, your brand can do the same.
Think about how you want your customers to perceive you. What is your brand’s personality? What are the major benefits you offer? You can communicate these things without words all by harnessing the power of color.
Once you’ve identified the color or colors that stand for your brand, you’ll want to keep them consistent. These colors should show up in your logo, website, app, graphics, photos and even your videos. While it may not be possible to use one specific color for everything, using color families or palettes will help tell your brand story and remind your audience that your business is a familiar one.
What does color mean to your audience?
Choosing the colors that represent your brand isn’t always easy. There are complex webs of associations and feelings tied to each color, and the ways you and your audience view color may not match up. Generational differences, values and more might alter perceptions of color. Thus, before making a decision, audience research might be necessary to understand their color psychology.
Generally speaking, however, colors tend to evoke certain emotions
about a brand or product. Here are just a few:
• Yellow: The color yellow often reminds people of bright, sunny days and cheerful feelings. It’s the color of optimism and warmth. Use yellow if your brand is trying to send “feel-good” messages.
• Green:
Green is the color of nature, growth and health. It’s also a tranquil color that can indicate peace and calm.
• Red:
Red is bold, eye-catching and exciting. It’s a color often used to demand action or attention from an audience. It’s also associated with youthfulness and energy.
• Purple:
Purple has historically been connected to royalty, wisdom and power. But in the modern age, it’s also a color that incites feelings of creativity, fun and passion.
• Black:
Often used by tech and fashion companies, black is commonly associated with sophistication and power. It’s a simple color that can bring balance to a design and let your product stand front and center.
Are you ready to share your brand story
with the world? The Spin Creative team is skilled in developing brand design and assets that send powerful messages through color and other elements. Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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