Believe it or not, our life has very much influenced by colors. As I work in the social media agency, color and its’ role plays an important part as to how we portray our clients’ brand across the various social media platforms.
Yellow, Blue, Red and Green are basic colors commonly taught back in our younger years until now. As we grow, we are exposed to more colors as it multiplies to Pink, Orange, Turquoise and more.
In advertising, colors play a big role in determining a viewer’s mood. Psychologically, different set of colors connotes different set of feelings. Alternatively, colors also triggers different mood of an individual. So if you are trying to test a set of colors for a logo, you will receive a different mood descriptions in return such as aggressive, laid-back, fresh, and many more.
If you look at different worldwide brands, the colors of the logos are determined by the working industry that they are in. Most importantly, we need to identify the personality / character of the brand and how will it contribute to the industry. Ask yourselves these questions:
- Gender: Is it traditionally masculine or feminine?
- Tone: Is it playful or serious?
- Value: Is it luxurious or affordable?
- Time: Is it modern or classic?
- Age: Is it youthful or mature?
- Energy: Is it loud or subdued?
There are no right or wrong questions in asking questions about your brand. Go wild until you get it right! =)
Emotionally, colors can affect how consumers feel when they look at a brand, while on a practical level it can help a brand stand out in the crowd. As for personal preferences, colors have an extraordinary ability to influence mood, emotions, and perceptions; take on cultural and personal meaning; and attract attention, both consciously and subconsciously.
Colours and Its’ Meaning:-
RED – Passion, Excitement & Energy, Danger.
Red has high visible punch! It connotes desire, and not surprisingly when it is the color of fire, danger, and blood on one hand. Love, sexuality and passion on the other because it is a bold, energetic and lively color that can symbolize strength, confidence and power. On a side note, because red has such powerful meanings, it is perhaps best used with discretion. But, if other brands are avoiding red, it may be a great way to stand out from the crowd.
BLUE – Communicative, Trustworthy, Calming & Depressed
Blue are most universally preferred color, for its very versatile qualities; suitable for companies that wish to convey reliability, trustworthiness and communication (example Facebook, Twitter and Samsung). It expresses calming and harmonious qualities being associated with the sea and sky.
WHITE – Purity, Simplicity, Innocence & Minimalism
White represents simplicity, purity, innocence and perfection. And if you had to identify one brand that has used white to convey its brand message to perfection it would have to be Apple – white represents the simplicity of the products in both their form and function. White also comes with a starkness or sterility about it, which is often used be designers to convey a minimalist aesthetic and clean, modern quality.
BLACK – Sophisticated, Formal, Luxurious & Sorrowful
While color is more likely to increase brand recognition black—when used appropriately—can’t be just as distinctive, memorable and communicative of a brand’s attributes. Black is to be taken seriously. It represents power, luxury, sophistication and exclusivity on one hand; and death, evil and mystery on the other. From formality to mourning to power, black is bold, classic and not to be fooled with.
It will be visible when you contrast a bright color against black; use gold foil for touch of luxe; or combine it with white for a bold and simple statement. Texture, matte or glossy black might change the message of your brand.
ORANGE – Fresh, Youthful, Creative & Adventurous
Orange communicates activity and energy; For some, it made us feel fresh and healthy. However, this color might not be for everyone (it was certainly the color of the decade in the 1970s) and can therefore tap into associations of youthfulness, creativity and adventure! Orange color is best to avoid luxury, traditional or serious brands as it is associated with fun and vibrancy; which is very well suited to youthful and energetic.
GREEN – Natural, Vitality, Prestige & Wealth
There are 2 ways on how Green color represent; one being nature and the environment, and the other being finance and wealth. When it comes to nature, green represents plant life and growth. It consequently used to convey being ‘green’ in the environmental, sustainable, organic, natural sense of the word. As the saying goes, ‘the color of money’ and therefore associated with wealth and stability. However, you need to pick your shade of green carefully. Brighter and lighter greens indicate growth, vitality and renewal; while darker, richer greens represent prestige, wealth and abundance.
PINK – Feminine, Sentimental, Romantic & Exciting
Pink has long been (stereotypically) associated with females and is often viewed as being ‘girly.’ However, just like other colors, pink is quite diverse and the level of intensity can impact its meaning. Pale pink, with a little more touch of white element, often marketed as the official color of little girls. It represents sweetness while dusty pink can be more sentimental and light pink more romantic. Hot pink indicates youthfulness, energy, fun and excitement. A soft pink is now often referred to as ‘millennial pink‘, for the generation’s fondness for the blush tone.
No one should be shy from using pink as it has become a genderless color now; brands (like T-Mobile does) use pink for their logo as they are targeting personality or gen-Y rather than gender.
Diverse color generally indicates variety, it is commonly used for any organization that includes different kind of audiences (people, countries or offerings). It does not target specific – such as Google, the Olympics and NBC. Pay attention to how your choice of colors work together both printed and digitally (CMYK / RGB) as the end result may vary with different screens and different printers.
Color psychology gives us insight into how certain colors impact mental, emotional and behavorial responses. It can, therefore, be used as a guide in choosing color for your design direction. You may choose the most suitable to achieve a particular mood, goal or function whenever anyone sees it.