Color is one of the most important aspects of any successful brand or startup. If you look at any of the super brands out there, you notice that they tend to own a color. Picking the right color and then applying that color consistently to all their branding strategies is the key to owing a color that creates the right kind of brand recall.
How to own a color for brand success?
The process starts with choosing and selecting a color that is unique to your market segment. Often you see several competitors using similar colors – cliche colors in that vertical – and thereby fail to differentiate from their competitors. A simple example is how most software companies choose the color blue. Blue represents* “Positive: power, calmness, success, trustworthiness”.
This creates a lot of confusion in the market place and it is hard for any of these companies to create a brand recall. Anchoring the target market with color and creating a recall is the most effective and powerful strategy.
Select a color that no one has yet used in your market. Yes, care must be taken to ensure you do not pick a color that is quite opposite to the world view of your customer base. For example, if most of the companies in your segment use warm color, try selecting a cooler color with a slight warmness to it. Try and match your brand vision with the color you chose and
How to choose the right color for your brand?
While personal preferences of the startup founders tend to be the way brands choose their colors, emotional reactions to different colors should be the starting point. Depending on the core values and vision of your startup, certain colors would suit your target audience better than others.
Here is a list of some colors and their emotional triggers*:
- Red for vitality, aggressiveness, passion and strength
- Pink for innocence, femininity, health and softness
- Orange for warm exuberance, cheeriness and fun
- Green for health, freshness and tranquility
- Blue for Positive: power, calmness, success, trustworthiness
- Purple for spirituality, royalty and sophistication
- Brown for earthiness, subtle richness and utility
- White for purity and honesty
- Gray for authority, practicality and somberness
- Black for boldness and distinctiveness
Read more about color theory and it’s impact.
Color Preferences By Gender & Age
A study conducted in 2003 shows that blue is the preferred color for men and women; however, women also respond well to purple and to a less extent green, while men respond okay to green but do not like purple at all (it is one of their least favorite colors).
Read more about how to choose a color to represent your business.
Use of color in logo designs
Martin Lindstrom, one of the most respected ‘sensory branding gurus’ and author of several books and DVD’s, advises his clients, the logo designers, to have good knowledge of colors and color combination because, according to the statics, 83% of all commercial communication appeals only to one sense – our eyes!
Read more about the use of color in logo designs.
Use of color in websites
Red, orange, and yellow are all attention getting hues, but is this really the type of attention that you want? All three create a sense of aggression and are hard on the eyes. If you want to make sure visitors take a little time with your website, then make it easy on them. Keep background colors simple, write in black or another very dark color, and keep bright and/or blinking elements to an occasional pop.
Read more about the use of color in websites.