How to Use Color to Create a Powerful Brand That Stands Out
With plenty of colors available, how do you know which ones to use in your branding? According to Jordan Sudberg, the answer depends on what you want your brand to represent. Every color has a unique set of emotions and associations that can be used to influence how people perceive your brand. When branding, choosing colors that accurately reflect your company’s values and mission is essential. For example, blue is often linked to honesty and dependability, whereas red is associated with excitement and passion.
Using Color in Your Branding
When using color in branding, brands must consider the message intended to pass through to their customers.
For example, if a brand wants to come across as modern and cutting edge, it might want to use shades of blue and green in its branding. But if it’s going for a more traditional look, colors like burgundy and navy blue might be a better fit.
If the target is young consumers, use bright colors like pink or yellow. When targeting a more mature audience, stick with darker colors like blue or green.
It’s also important to remember how different colors are perceived in different parts of the world. For example, in the US, green is often associated with nature and health, but it can be seen as unprofessional or unlucky in other parts.
Colors to Avoid
It is essential to be mindful of what to include in branding. Specific colors can send the wrong message or be jarring to customers.
Avoid using colors closely associated with death or funerals. Black is perceived as a color of mourning, and purple is the color of royalty—not exactly something that will make your average customer feel like they’re a part of your brand.
Other colors to avoid are brown, which can come across as bland and uninviting, and neon colors, which can be seen as too loud and flashy.
Creating a Color Palette
• Pick complementary colors; they’ll create a cohesive look and feel when used together. Colors such as royal blue and sky blue can fit in together.
• Ensure that the colors reflect the brand’s personality. For example, choose bright and vibrant colors if it’s a fun and playful company. If it’s more serious, go with darker shades.
• Think about your target audience. What colors do they prefer? Please do not choose a color palette that will clash with their sensibilities.
• Ensure that the colors are easy to reproduce. They shouldn’t be too dark or too light, and should be consistent across all your branding materials.
Colors are a powerful way to create a brand that stands out from the competition. Choose colors that represent your company well and appeal to your target audience. Jordan Sudberg, the CEO of Spine and Sports Rehabilitation, advises brands to be careful not to use too many colors, to prevent the loss of the impact of each color used. Color should be used to create a unique, and powerful brand.