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I would like you to do an exercise: think for a minute if your purchasing decisions are always rational, if they are always based on quality, price, performance, technical details, etc. You will probably remember times when you just picked an item from a store not taking into consideration all these facts, just felt that you like that particular one. Many times we are simply visually attracted to its color/or to its label color and take an emotional decision to buy the item. Simple as that.
Psychology stated long time ago that colors give us instinctive, subliminal messages and they can determine powerful positive or negative impressions. So, we should pay attention to the colors we choose to represent our business (the main color of the logo, the main colors of the website or business cards or the packaging/labeling colors, etc.). A designer will always help you decide upon the representative colors for your business and even sometimes they won’t be your favorite colors, they will be the right ones for inducing the right messages to your target public.
Few messages ( they are many more and our article would be way too long to include them all) of the colors that you should take into consideration in the process of building your brand identity:
RED
Red is the most energetic color and it is known to raise our heart rate. Red usually draws attention first (this is why stop signs are red). Several studies have indicated that red carries the strongest reaction of all the colors, with the level of reaction decreasing gradually with the colors orange, yellow, and white. For this reason, red is generally used as the highest level of warning (“code red”).
Red is also the color of life, the color of blood, it represents vitality, excitement, power, passion, desire, love. It is also representing courage and sacrifice.
Red is the color of celebration and ceremony. A “red carpet” is often used to welcome distinguished guests. Red is also the traditional color of seats in opera houses and theaters. Scarlet academic gowns are worn by new Doctors of Philosophy at degree ceremonies at Oxford University and other schools. In China, it is considered the color of good fortune and prosperity, and it is the color traditionally worn by brides. In Christian countries, it is the color traditionally worn at Christmas by Santa Claus.
It is also used as an accent color to stimulate people to make quick decisions.
As for the “reverse of the coin”, red is also the color most frequently associated with hatred, anger, aggression and war.
Pink signifies romance, love, and friendship. It also represents feminine qualities, fragility and passiveness.
Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath. Deep reds create an atmosphere of opulence and power.
Tips: red works for a business which is related to energy (as a gym studio), power ( as an electricity supplier), passion or love (a lingerie collection, a perfume, a jewelry collection), a very bold & new business concept, or a business related to food (a restaurant for example). Keep in mind that too much red can be aggressive.
ORANGE
Orange is an energetic color associated with happiness and ambition. It is a cheerful color. It can suggest the joy of life, youth, boldness, enthusiasm, creativity, stimulation.
In Europe and America, orange is commonly associated with amusement, the unconventional, extroverts, fire, activity, danger, taste and aroma, the autumn season. In Asia, it is an important symbolic color of Buddhism and Hinduism.
In Confucianism, the religion and philosophy of ancient China, orange was the color of transformation.
Orange is the color most easily seen in dim light or against the water, making it the color of choice for life rafts, life jackets. It is worn by people wanting to be seen, including highway workers and lifeguards.
Orange is traditionally associated with the autumn season, with the harvest, autumn leaves.
Orange gives a sensation of warmth, but it is not as aggressive as red.
Tips: you can use orange in a brand identity for a business dedicated to a younger public ( clothes collection, services, clubs, camps,etc). Also it is a good choice for a business that implies energy, enthusiasm, stimulation (like a travel agency, a tennis club, a resort, etc). Orange is also suitable (like red) for a business related to food and appetite (bistros, restaurants, etc).
YELLOW
Yellow makes our body to release serotonin ( a mono-amine neurotransmitter which is a contributor to feelings of well-being and happiness). Yellow is associated with happiness, laughter, well-being, solar energy. Light yellow represents intellect (“brilliant” and “bright” mean intelligent) , freshness and joy. As for negative connotations, yellow means also treason, weakness, jealousy, danger, caution.
Yellow, as the color of sunlight, is commonly associated with warmth. Yellow symbolizes heat and energy.
In Chinese symbolism, yellow, red and green are masculine colors, while black and white are considered feminine. In the traditional symbolism of the two opposites which complement each other, the yin and yang, the masculine yang is traditionally represented by yellow.
Yellow is the most visible color from a distance, so it is often used for objects that need to be seen, such as fire engines, road maintenance equipment, school buses and taxicabs. It is also often used for warning signs, since yellow traditionally signals caution, rather than danger.
Too much yellow may have a disturbing effect, making the viewer feeling uncomfortable.
Tips: Yellow is a playful color, it is not associated with stability and exclusivity. So, it is not the best choice for a brand identity of a premium, expensive service or product or for a very serious business (as an investment fund). It is a good choice for entertainment, fun, appetite, children’s products.
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