Why are brand books so detailed, down to the precise hue for each colour used in the logo and other branded elements? Why do some brand names come to our minds simply because we see a specific combination of colours? The answer is that the research and use of colour in branding and design is a precise science.

The design specialists at Techtio know that colour psychology plays a huge role in creating the ideal visual identity for each client. Colour associations influence people’s decisions, from browsing a website to making a purchase.

Colour and User Experience: An Unconscious, but Powerful Decision Maker

So, how exactly is colour symbolism important for web design and branding? A research study found that 62% to 90% of consumers’ product assessments are based on colour alone.

This decision is influenced by the perception people have about colours – which we will discuss in this article. The fact is that, after being exposed to the full spectrum of colours in various contexts (including cultural influences), our brains become wired to associate each colour with specific emotions.

We cannot explain it to ourselves, but some colours feel right for a specific brand, product or service, while others feel wrong. So, let us explore the relationship between colour and brand perception.

Red

Red is one of the most popular colours in branding and design. It is associated with:

• Excitement
• Love
• Energy
• Strength

The colour red also induces the feeling of hunger and this is why it is found in the colour palette of many companies in the food and hospitality industries.

However, in colour psychology, red is also associated with warning and danger. Thus, it is essential to find the right shade of red and make sure that it creates positive associations with your brand in the consumers’ minds.

Orange

The colour orange inspires:

• Confidence
• Success
• Optimism
• Encouragement

It radiates warmth and happiness and is often associated with the idea of affordability and great customer care in branding. Orange is one of the most versatile colours in branding, being used by top companies in the following industries:

• Food and beverages
• Online services
• Automotive
• Financial services
• Telecom

Blue

So far, we talked about warm colours. It’s time to switch our attention towards a cool shade. Blue inspires:

• Calm
• Confidence
• Peace
• Loyalty
• Competence

Many professional companies in the tech sector use blue due to this colour mood influence. However, a deep shade of blue – navy – is usually associated with being rigid, too conservative, and boring.

This is why you should work with a team of talented designers, with an eye for the perfect colour and the knowledge of colour psychology.

Green

Green is another of the most popular colours in branding. It is associated with:

• Nature
• Hope
• Freshness
• Quality

Needless to say, all the companies that want to build an environmentally-conscious brand image use green in their visual identity.

Also, dark green is associated with dependability, so it is a great colour option for financial services.

Purple

There was a time in the Middle Ages when only the king and the nobility were allowed to wear purple clothes and accessories. This is why this colour continues to be associated with ideas of:

• Royalty
• Luxury
• Exclusiveness
• Ambition

A rich and powerful colour, purple is a comforting colour for the eye, as well. It can also inspire tranquillity and dependability. And this is why many professional companies, including Techtio, use purple as their main brand colour.

Yellow

Let us go back to warm colours in UX design. Yellow is a bright and vivid colour, inspiring:

• Creativity
• Happiness
• Cheer
• Warmth

It is often the colours to signal great ideas (the light bulb, the post-it note) and to lift people’s mood. However, there is too much of a good thing. Excessive use of yellow on a web page or in marketing materials can cause feelings of anxiety, apprehension and agitation.

Black and White

Technically speaking, these are non-colours, but they are extremely powerful in marketing. While black is associated with ideas of luxury, sophistication and formality, white inspires:

• Purity
• Cleanliness
• Trust
• Honesty

Black and white are among the most popular combinations of colours in branding, especially for companies that offer luxury and premium products and services. While it offers a powerful contrast that draws the eye, the black-and-white combination also feels a little daunting for this very reason.

Do you need to find the perfect brand colours? Get in touch with Techtio and let our experienced designers help you!