WHAT YOUR BRAND COLORS ARE REALLY SAYING…OR NOT SAYING

One of my favorite music videos growing up ( and still is ) is Lil’ Kim and Lil’ Cease’s “Crush on You”. It probably didn’t cost much to make the music video but it’s an iconic part of the Hip-Hop culture (Special shout out to Lance Rivera who directed the music video).

I’ve been meaning to do a post on color and its emotional and psychological effects for some time now and talk about how colors can make or break your brand vibe. The reason why I mentioned the “Crush on You” video was that it made me feel something. Besides the dope rhymes and production, the video was just visually appealing and it's ingrained in my memory where even by just listening to the song, I think of the colors from the video.

Have you ever considered the importance of color in branding? Color plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message like no other communication method. Have you also wondered why some brands grab your attention versus another or why you’re always in the mood for a Double Quarter Pounder® with Cheese and a side of large fries from McDonald’s? oh wait, is that just me? (By the way, you’ll read on how the golden arches get you in their drive-thru line, screaming at the intercom).

Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional material for brand familiarity. Now let’s talk color and what it conveys:

Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional material for brand familiarity. Now let’s talk color and what it conveys:

BLUE: Cool blue is perceived as trustworthy, dependable, fiscally responsible, and secure. Blue is an especially popular color with financial institutions. Industries: Banks, insurance companies, politics, health care, technology, legal

RED: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. Count on red to evoke a passionate response. Industries: Food, fashion, sports, entertainment, emergency services 

GREEN: In general, green connotes health, freshness, and serenity. Deeper greens are associated with wealth or prestige, while light greens are calming. Industries: Science, tourism, environment, medicine, finance

YELLOW: In every society, yellow is associated with the sun. It communicates optimism, light, and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays. Industries: Schools, amusement parks, food, tourism

SHALL I PROCEED… (Yes, Indeed)

PURPLE: Purple is a color favored by creative types. It evokes mystery, sophistication, spirituality, and royalty. Lavender evokes nostalgia and sentimentality. Industries:  Wellness, yoga, spirituality

PINK: Hot pinks convey energy, youthfulness, fun, and excitement. Dusty pinks appear sentimental. Lighter pinks are more romantic. Industries: Beauty, feminine products

ORANGE: Cheerful orange evokes exuberance, fun, and vitality. Orange is viewed as gregarious and often childlike. Lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants, and beauty salons.  Industries: Technology, automotive, construction, food, entertainment 

BROWN: This earthy color conveys simplicity, durability, and stability. Certain shades of brown, like terracotta, can convey an upscale look. Industries: Agriculture, construction, legal, tourism

BLACK: Black is serious, bold, powerful, and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy. Industries: Luxury goods, fashion, finance, marketing

WHITE: White connotes simplicity, cleanliness, and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products. Industries: Health care, science, technology, cleaning products

Now, I’m not saying you cant use a particular color for your brand based on what I’ve stated above… I mean….it is YOUR brand but it’s always beneficial to be mindful of colors and the emotions associated with these colors and you never know… with your immaculate branding, you may be able to redefine a color.

“Truuuuuueeee” (I just had to do it)