Colour can evoke so many different emotions and feelings, it can create associations, and can even influence purchasing decisions so no wonder it is a powerful tool in branding.

It can help companies communicate their message and values to their audience plus create a visual identity that is instantly recognisable and memorable.

Colour can be used to influence consumer behaviour as it has a profound effect on the way we think and feel. It can make us feel happy, sad, angry, or calm. It can also make us feel more or less hungry, more or less energetic, and more or less confident – so pick your colour wisely!

Different colours have different associations. For example, red is often associated with love, passion, and excitement, while blue is often associated with calmness, peace, and trust. These associations can be used to create a desired emotional response in consumers.

For example, a brand that wants to create a sense of excitement might use bright colours like red and orange. A brand that wants to create a sense of calm might use soft colours like blue and green.

Each colour has its own unique meaning and triggers and below we’ll explore the common colours used in branding:

RED

The Colour of Passion and Energy

Red is a bold and powerful colour that can evoke feelings of passion, energy and excitement.

It’s often used in branding to grab attention and create a sense of urgency. It can also be seen as a warning and can even evoke feelings of anger or aggression, so use it wisely!

Brand example – Coca-Cola

Coca-Cola has been associated with the colour red since the 1890s, symbolising energy, excitement and passion, which are all qualities that align with the company’s brand values of happiness and fun. Additionally, red is a highly noticeable colour that stands out on shelves, making it an effective way to attract attention and compete with other soft drink brands. You know the brand is there before you even see it!

Coca-Cola’s use of red has become so iconic that the colour is now synonymous with the brand. The company has used the colour in countless advertising campaigns, and even decorates its delivery trucks and vending machines in the trademark shade of red.

 

ORANGE

The Colour of Fun and Playfulness

Orange is a vibrant and playful colour that can evoke feelings of fun and energy.  It’s associated with warmth, happiness and excitement.

It’s often used in branding for products aimed at younger audiences, such as Fanta. The brand’s bright orange logo and packaging are instantly recognisable and help to communicate the brand’s fun and playful personality.

Another brand example – Orange (before it became EE)

Orange’s orange symbolised energy, enthusiasm, and friendliness, which aligned with the company’s brand values of being approachable and customer focused. Orange also wanted a colour that would stand out in the telecommunications industry, which was dominated by blue and green colours.  They really did stand out in the market!

 

YELLOW

The Colour of Happiness and Optimism

Yellow is a cheerful and optimistic colour that can evoke feelings of happiness and positivity.  It is associated with joy and creativity!

One example of a brand that uses yellow is McDonald’s.  McDonald’s has used yellow as one of its brand colours since the early 1960s, it symbolises optimism, energy, and happiness, which are all qualities that align with the company’s brand values of being a family-friendly and fun brand.

The fast-food giant’s iconic golden arches are instantly recognisable and help to communicate the brand’s friendly and approachable personality.

 

GREEN

The Colour of Growth and Sustainability

Green is a calming and peaceful colour that can evoke feelings of growth, nature and sustainability.

It’s often used in branding for companies that value sustainability and the environment, such as The Body Shop.  Green represents nature, sustainability, and ethical values, which are at the heart of the company’s brand ethos. The Body Shop is committed to using only natural and sustainably sourced ingredients in its products, and green is a colour that perfectly reflects this commitment.

 

BLUE

The Colour of Trust and Stability

Blue is associated with calmness, trust, and stability. It is also seen as a peaceful and calming colour that can evoke feelings of serenity and calmness.

It’s often used in branding for financial and tech companies, such as Barclays Bank and Facebook.

Brand Example – Barclays Bank

The brand’s blue and white logo and branding help to communicate the brand’s trustworthy and dependable personality.  It represents stability, and reliability, which are key values in the banking industry. Blue is also a colour that is associated with intelligence and professionalism, which helps to reinforce Barclays’ position as a leading provider of financial services in the UK.

Brand Example – Facebook

As a social media platform, Facebook is responsible for handling a vast amount of personal data from its users, and blue is a colour that helps to communicate the company’s commitment to keeping that data safe and secure. We know it’s not always the case with Mr Zuckerberg – but his brand is designed to make us feel we can trust him!

Blue is a colour that is also associated with communication, and Facebook’s use of blue helps to reinforce the company’s role as a platform for connecting people and facilitating conversation.

 

PURPLE

Purple – The Colour of Luxury and Sophistication

Purple is associated with luxury, elegance, and sophistication. It is also seen as a creative and imaginative colour that can evoke feelings of mystery and magic.

Brand Example – Cadbury

Cadbury has used purple as its brand colour since 1914, allegedly as a tribute to Queen Victoria.  it symbolised luxury, quality, and sophistication. Purple is also associated with creativity, imagination, and innovation, which aligned with Cadbury’s brand values of creativity and quality.  Over the years they’ve battled many legal fights over their colour, so choose your brand colour carefully!

 

PINK

The Colour of Love and Care

Pink is a gentle and nurturing colour that can evoke feelings of love, care and warmth.

It’s often used in branding for products aimed at women and girls, such as Barbie. The brand’s iconic pink and white packaging helps to communicate the brand’s caring and nurturing personality.

Brand Example – Victoria’s Secret

Victoria’s Secret is known for its feminine and playful branding, which incorporates a range of pastel colours, including pink. The company uses pink to create a sense of romance, sensuality, and femininity, which aligns with its focus on lingerie and women’s beauty products.

In addition to its iconic pink packaging and shopfronts, Victoria’s Secret also uses pink in its marketing materials, product design, and social media content. This creates a consistent and recognisable brand identity that is instantly recognisable to customers.  They use their brand codes well!

 

BLACK

The Colour of Power and Elegance

Black is a powerful and elegant colour that can evoke feelings of sophistication and class.

It’s often used in branding for luxury and high-end products, such as Chanel.

Chanel is known for its timeless and elegant branding.  The company uses black to create a sense of sophistication, luxury, and high-end fashion, which aligns with its focus on creating high-quality and stylish clothing and accessories.

In addition to its iconic black and white logo, Chanel uses black in its product design, packaging, and marketing materials. This creates a consistent and recognisable brand identity that is instantly associated with luxury and high fashion.

 

WHITE

The Colour of Purity and Simplicity

White is a clean and simple colour that can evoke feelings of calm and tranquillity.  It’s associated with purity and innocence.

It’s often used in branding for products that value simplicity and minimalism, such as Apple.

Apple is known for its branding, and it incorporates a lot of white space in its product design, packaging, and marketing materials. The company uses white to create a sense of simplicity, elegance, and modernity, which aligns with its focus on creating innovative and user-friendly technology products.

In addition to its iconic white products, such as the iPhone and MacBook, Apple also uses white in its marketing campaigns and retail store design. This creates a brand identity that is instantly associated with high-quality and innovative technology.

 

What does your brand colour mean to you? 

And more importantly, what does it mean to your customers?

 

Need help developing your brand identity?  Let’s talk!