The Psychology of Colour in Branding

03

July, 2019

By: Anni Hamer

Everyone sees and feels colours differently this is all you need to know in order to choose the right colours for your branding.

In March, 2018 Entrepreneur Magazine published an article called ‘The Psychology of Colour’. The article outlines the misinterpretation pertaining to the ideas of an individual’s colour perception when it comes to colour used for branding and how colour conception can be affected from several factors including the individual’s upbringing. Although the effect of a colour varies depending on the person’s individual psychology, there is tons of research out there on how colour can influence consumers on several different ways.

Each time a customer connects with a brand, it creates a chance for that company to affect the perception of that person. It’s up to designers (ahem…like Flying Fox Creative) to determine what colours and designs will encourage a consumer to make a purchase from that company. Having studied the psychology of colour theory we can tap into that knowledge to create branding strategies in order to best influence the market. Ultimately, this leads to stronger brand-customer relationships and an in effect maximises profits.

“Although the effect of a colour varies depending on the person’s individual psychology, there is tons of research out there on how colour can influence consumers on several different ways. ”

When selecting colours for branding, it is imperative to not only consider the psychology behind the colour selection, but also the personality of the brand. Sometimes the choice of colour can be a no-brainer? For instance, if you have a rugged outdoor company aimed at attracting men, you wouldn’t choose a sparkly pink for you colour. Sometimes the choice of colour is a little more complicated and less obvious, and it’s further complicated by standing out among your competitors.

In order to uncover the personality of a brand’s personality, there are 5 dimensions that should be considered. The majority of brands will fit one of these dimensions, but sometimes there is a crossover. These five dimensions are: sincerity, excitement, competence, sophistication and ruggedness.

By dissecting the brand to determine which of these five personalities a brand aligns with, designers are able to shape a brand in a way that makes the most sense and can maximise profits by crafting a brand that’s appealing to their customers.

Although the interpretation of colour varies in each individual depending on what makes up their own psychology, there are colours that are recognised as a society, and will yield the same emotional connection by the majority of people. As a society we depict basic moods, emotions, and feelings based on the rainbow spectrum, as seen below:

Anni Hamer

Head Vixen

Take a 5'3ft bundle of creative enthusiasm, and stir it up with a passion for affordable design with a pinch of glitter; you stumble upon her, an art-directing, designing, blogging, coding, WordPressing fairy.

She has over 20 years of experience in Web Design and creating using the Adobe Suite. Recently, she graduated from UCLAN School of Computing, Engineering and Physical Sciences where she obtained a degree in Computing Science. Graduating with Merit, she studied such subjects such as: Advanced Web Development, Databases, Rapid Application Development, c++ and UX Design.

Anni Hamer

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