Colors and brands
Colors evoke emotions and feelings and psychologically impact each of us. This is because, from a very early age, we are exposed to various stimuli that lead us to make associations between colors and sensations. For example, it is possible that throughout your childhood, your parents have transmitted to you, consciously or unconsciously, the information that the color blue is for the masculine gender and pink for the feminine gender.
Then, in school, your teachers told you that towering mountains are green, the warm sun is yellow and cool water is blue. Also, you learned that the traffic light's red means alert or danger and that when a person dies, we should dress in mourning with black clothes.
Meaning of colors in business
Let's now look at the meaning of the primary colors, in which industries they are usually used and what emotions they can generate in people.
Color is a powerful design tool. However, the effect of colors on the consumer differs according to the region. Let's see how color influences people.
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Red
It attracts attention, evokes strong emotions, and increases appetite; it is also associated with passion, intensity, and love. However, studies show that red can affect your performance when doing concentration tasks such as solving exams or making decisions.
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Increases appetite.
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Creates a sense of urgency.
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Frequently used for clearance sales.
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Associated with movement, excitement, and passion.
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Generates increased energy and makes us concentrate.
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Increases blood pressure and heart rate in people.
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Blue
Blue is the most popular color in the corporate world, as it is associated with confidence, freshness, tranquility, security, and responsibility, essential elements to achieving customer preference in the market. In addition, according to several studies, this is the color that people like the most.
It is mainly used in finance, technology, education, health, and tourism industries.
It is the color preferred by men. It favors calmness, productivity, and serenity, which are the most used in offices. It is also synonymous with confidence and security, so it is ideal for insurance companies, banks, and financial institutions. We will show you some features of the blue color.
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Preferred by men.
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Associated with peace, water, and reliability.
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Provides a sense of security and confidence.
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Stimulates productivity.
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Commonly used for banks and large businesses.
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Young people associate blue with maturity.
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Green
It is the color that par excellence represents nature, ecology, and organic. It also evokes feelings of calm, serenity, and freshness.
In lighter tones, it expresses dynamism and energy. In darker tones, it is associated with abundance and wealth because this type of green is commonly used in some banknotes.
It is a color widely used in financial, technological, energy, food, and household products companies.
It has been proven that workers who work in an environment of this tone have fewer stomach aches. However, the effect of green depends a lot on its tonality; deep tones evoke abundance, while light tones are calming.
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Also associated with money and rich people (brands).
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Used in stores to relax visitors.
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Frequently used to promote environmental issues.
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Green stimulates harmony in the brain and facilitates a balance between body and emotions.
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Yellow
Yellow shares some characteristics with red: both are widely used in the food industry, are very bright colors, and their long exposure can be annoying.
This color conveys warmth, joy, positivism, creativity, and friendliness. It is also associated with wealth because of its similarity to the golden color of gold and coins. Some people consider that yellow stimulates appetite, so it is widespread to see it in fast food stores in the company of red.
It is widely used by companies in the food, energy, and household products.
It is considered a cheerful and warm tone. However, it also promotes eyestrain and makes babies cry.
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Increases joy and optimism.
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It can cause fatigue and eye strain.
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Stimulates mental processes and the nervous system.
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Encourages communication.
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It represents optimism and youth.
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Used to attract attention in showcases.
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Shows clarity.
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Orange
Orange is a color that expresses joy, fun, youth, friendliness, and vitality. Its composition combines the brightness and cheerfulness of yellow with the strength and intensity of red, resulting in color full of energy and emotion.
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It can reflect emotion and enthusiasm.
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Stimulates the logical part of the brain.
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Shows warmth and closeness.
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Often used in caution symbols.
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Can generate anxiety and be considered aggressive.
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Very effective in Call to Actions (call to action buttons) on e-commerce sites: Add to cart, subscribe, etc.
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It has a considerable effect on impulse buyers.
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Purple
It means loyalty, well-being, success, and wisdom. This is why kings and other leaders wear purple attire.
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Often associated with royalty, wealth, success, and wisdom.
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Stimulates the problem-solving part of the brain and creativity.
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Quite effective in beauty or anti-aging products.
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It can be used to calm and soothe.
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Represents a creative and imaginative brand.
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Black
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Creates a sense of authority, power, and strength.
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Often a symbol of intelligence.
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Used in luxury goods stores.
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If used too often, it can overwhelm people.
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White
Associated with feelings of purity, cleanliness, and security. It may represent neutrality due to the absence of color. It is related to purity, innocence, and emptiness.
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Pink
It is a romantic and feminine color used to market products for women and young people. Dark tones express fun, excitement, energy, and youth, so they are perfect for girls and women's accessories; light pinks are associated with romance.
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Brown
This color evokes earthiness, confidence, and practicality, but it is also somewhat boring and can be associated with dirtiness.
We usually associate this color with earth, wood, rustic, leather, chocolate, coffee, and autumn. Many people also associate it with experience, coziness, nature, durability, and, in some cases, old, traditional, or old-fashioned. It is a very versatile color but should be used with care.
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