Why is Brand Colour Important in a Business?

colour wheel

Brand colour is a vital part of your corporate design. Choosing the right colours can enhance your brand perception. Your colours should be consistent between your logo, website, business cards and other marketing material. You’ll be able to build a strong brand identity on them only if you choose specific colours for good reasons.

Your customers will ideally pick up your flyer and know just by looking at the design that it’s yours. Poor colour selection can do damage to your brand image. Your choice of colour has a huge impact on brand perception. It can make or break your image, so don’t underestimate it. Do you know what different colours tell your clients about your business? Do you know for example what blue stands for or what people subconsciously associate with yellow?

Colour psychology is the study of how colours affect perceptions and behaviours. It allows us to understand colour and use it to our advantage, especially when it comes to marketing and branding. Colours are more than just a visual aid because colours convey emotions, feelings and experiences.

Red is the universal sign of excitement, passion and anger. It draws attention and makes you stand out from the crowd. Orange is an invigorating, playful colour that packs an energetic punch. Yellow revolves around sunshine. It evokes feelings of happiness, positivity, optimism, and summer but also of deceit and warning. Green is the colour of growth or new life. Blue ties closely to the sea and the sky. Stability, harmony, peace, calm and trust are just some of the feelings your customer may feel about your brand when you integrate the colour into your branding. Pink is a popular colour for brands that primarily serve a female audience. Purple is a royal colour connected to power, nobility, luxury, wisdom, and spirituality.

Now that you’ve learned what colour psychology is and what the most common colour meanings are for each colour, it’s time to apply them to your business. While many niches have common colours used, such as blue or green for health care, you don’t always have to follow the rules. Consider choosing colours that represent what you want your brand to be about or what you want your customers to feel.

Before choosing your business colours, you should ask yourself a few question!

  1. Which emotions do you want to elicit?
  2. Which values do you want to communicate?
  3. What is your brands personality? Is there a colour that represents this well?
  4. What colours do your competitors use?

Therefore you need to be careful when choosing your brand colour. Your brand colour should never be chosen because it’s your favourite colour or you think it might look well. There is so much more importance attached to your brand colour. Colours act as a great brand identifier and it is important that you get it right in the creative stage of developing your brand.