Colour Theory for Business Branding
Colour Theory is at the heart of business branding and has been for a very long time.
As if by magic, using colour theory can shift a person’s thoughts and decisions in ways we can only begin to imagine.
Since well before marketing became an industry in itself, colour theory has been used for inspiration, motivation and identification. Whether it is used to identify a country or team, or to evoke certain emotions through art and décor, the concept of colour theory has been a key driver for countless choices over thousands of years.
How does this powerful theory of colour work, and how can it be applied in marketing today? Choosing a colour palette for your business is not just about what looks attractive in your own eyes. While this is important, you need to consider a variety of elements.
What industry are you in?
Depending on the field you work in, colour choice can make a huge difference. A common example is the use of red to stimulate appetite – it is often used in logos for food brands and décor in restaurants.
If you work in an industry that represents a prestigious or classic product or service, some of the go-to hues are silver, black or dark green.
For those in the business of fun, orange and yellow make a great starting point when choosing a colour palette, with yellow also being a great option for those who want to stand out in a bold way.
Who makes up your audience?
Knowing your audience well before settling on a colour scheme and marketing strategy is vital. Without this understanding, you could end up throwing away a lot of time and money on designs and advertising that just won’t hit the target.
Parents and children will usually be attracted to different designs when compared with teenagers or career folk in their 20s and 30s. Once you know who your key audience is, it is time to research colours that will best connect with that group.
It is also worth chatting to a reputable branding professional for some guidance, as they most likely have considerable experience in the area of colour theory and how it can be integrated into a marketing strategy for strong results.
What colours do your key competitors use?
This is an interesting question to consider. While you certainly do not want to be copying your competitors’ branding ideas, it pays to evaluate them. This is especially true for those companies you know to be successful.
You don’t have to choose the same colours (in fact, it probably would not look good if you did) but it makes good sense to draw some inspiration.
Which colours reflect your personality?
Your colour palette is not just about your chosen industry or audience. It also needs to show everyone who you are as an individual and bring a smile to your face every day. You should feel aligned with these colours before embarking on the design journey.
Whether you have a new business and are looking to create your colour palette, logo and website, or are ready to rebrand, Web Marketing Angels can help. Contact us today for a friendly chat with our team of digital marketing experts.