Color ignites our brain. It affects how we identify with the world around us. We have receptors in our eyes that transmit light to the brain, which processes that light into color we universally identify. Color is important in almost every part of human life—it’s integral to communication. Although the world communicates in diverse ways, we agree on specific symbols and signals that are part of a universal language. Color is part of that universal language and its use is an opportunity for your business to communicate a subconscious level to reinforce messaging to your audience.
When we think of a particular brand, the logo color comes to mind. This color immediately sends signals to the brain, which results in the brain to make associations. Blue may cause us to feel calm or at peace. Red may cause us to feel alert. If we think about specific brands, we may realize that certain colors are often used within specific industries. For example, eco-friendly brands utilize the colors green, brown, or blue to connote the earth and nature. Many fast-food brands utilize the color red for urgency.
Over time, colors have come to be associated with certain ideas and feelings. Here’s a brief overview of what some of the most common colors mean:
- Red: Health, romantic, passionate, aggressive, energetic, bold
Red evokes excitable and passionate responses in the body. It increases our heart rate and makes us more focused on what the eye is perceiving. - Orange: Joyful, encouraging, happiness, warmth, healing, bright
Orange is optimistic, warm, and friendly. warmth and friendliness that your business offers. - Yellow: Happiness, life, positivity, optimism, cheerful
Yellow is associated with e the sun, flowers, and the smiley face—the universal symbol of happiness. - Pink: Compassion, love, nurture, sweetness
Pink is considered gentle and can indicate a feminine and nurturing feeling. - Purple: Royal, luxury, mystery, awakening
The color purple has been associated with luxuriousness for centuries because this color was hard to come by in the early days of pigment and fabric trading. For that reason, purple—and luxury—always hints at elusiveness. - Blue: fresh, serene, peace, stability, wisdom
Blue is the color of the ocean and the sky. It is serene and evokes a neutral, soothing response. - Green: Life, regrowth, regeneration, freshness, harmony, success
Mostly associated with plants and life, the color green is associated with a new start, energy, and nature. - White: Cold, pure, awakening, free
White is pure, clean, sophisticated, and awakens the senses. It is a clean slate and evokes a feeling of possibility. - Black: Bold, heavy, power, mystery, formal, elegance, sophistication, cold
Black is the most popular color in the world and is considered both classic and modern.
The psychology of color plays an important role when developing (or refreshing) a brand. Color has the ability to strengthen your brand’s core messaging and help form brand perception. Just remember, there are a plethora of different shades and tints that can affect the ideas and feelings we associate with a specific color. Color combinations can evoke a combination of messages—or shift the typical association we make with a single hue. The creative team at GMLV has a trained eye for design and color can help you make effective color decisions when it comes to branding.
Learn more about brand standards in our brand style guide blog>