Colours play a major role in how your brand is perceived by the market. The colour used by your brand can make people see what you want them to see and make them feel certain ways about your brand enough to take certain actions. 

 

 Colours increase the visibility of your brand in a sea of brands and enhance the readability of your text in designs and on the website. 

 

Colours can help tell the target audience for which a product was designed and help attract their attention. Certain colours like pink have always been associated with the feminine gender while blue is associated with male. So, the use of gender specific colours helps to show the target audience of that product.

Colours play a vital role in branding. Some colours and the emotions they majorly let out will be discussed below:

Red

Red is a very popular colour in branding and design as is shown by Coca-Cola and Airtel to name a few. It easily catches the eye. Red is associated with passion and/or fire. Its use in a brand denotes confidence or boldness, strength and importance. It should be used with sensitivity as red also denotes danger, blood and violence.

 Orange

This is a less fiery colour than red. It combines the energy of red and the warmth of yellow to give balance. It is a good representation of comfort. It could also stimulate appetite and can be called a motivational colour as it lends comfort in tough times. It is a casual colour that speaks of creativity and youthfulness.

Yellow

This is a bright and cheerful colour as it is associated with the sun. It exudes friendliness, warmth and freshness. It is attractive without the sense of danger and draws attention to areas that need emphasizing in a friendly way.

Blue

This colour is evident in nature from the sky to the sea and in some creatures. It communicates peace and trustworthiness. Brands that use this emit emotions of trust and professionalism to their audience.

Green

This is another nature friendly colour which shows growth, freshness and health. This colour is used by brands with interest in health, the environment or sustainability and finance.

Purple

This colour is often associated with spirituality and imagination. It combines red’s energy and blue’s peace. It is often used to show royalty, luxury, courage and mystery.

Pink

This colour is associated with compassion and love. It soothes rather than excite like red and generally exudes hope, empathy and sensitivity. If used too much, it can be draining, show a lack of maturity and powerlessness.

Brown

This colour signifies security, stability and protection. It is not visually stimulating, so, it should be used with caution. Too much use can put a brand across as boring or inflexible.

Black

This colour denotes seriousness, sophistication, independence and control. It is majorly used in professional attires and luxury products. It enhances the  legibility of texts. This colour should also be used with sensitivity as too much use can exude negative emotions like sadness, evil, mystery, depression and death.

White

This is a pure colour as it exempts other colours. It is associated with peace, innocence, purity, simplicity and a new beginning. It can be used in brand design, but, excess use could give negative emotions like isolation or loneliness, cold and emptiness.

In conclusion,

In creating your brand’s identity, use colours that emit the emotions you want people to feel about your brand. This will help attract your target audience and build trust in your brand.