How to Incorporate Color Theory Into Your Brand Design

by | Mar 22, 2021 | Brand

Let’s talk about color theory and brand design…

There’s no question that color plays an important role in our preferences and daily decisions so let’s see how color can affect your business. Think about it, have you ever bought a product based on its color alone, or have you ever been more interested in a company because the colors grabbed your attention? Well, that’s color theory, and it’s important to understand its role within your brand design.

Here’s a color fact for you: WebPageFx found that “people make a subconscious judgment about a product within the first 90 seconds of viewing it. In fact, almost 85 percent of consumers cite color as the primary reason they buy a particular product.” Every color has a psychological meaning behind it. So, what do your colors say about your business? 

Color theory is a complex subject, but as marketing professionals, we know and thoughtfully consider which color or color combinations will resonate with your client base. Unfortunately, it is not always your favorite two colors. In fact, research done by design company 99Designs stated, “People decide whether or not they like a product in 90 seconds or less. 90% of that decision is based solely on color.” 

This means that color is crucial to the well-branding of your business. Colors are not only your company’s first impression but the visual aid that conveys the feelings of your client base. Colors are three things: subjective, contextual, and cultural. Therefore, they have a direct impact on the way clients perceive your business, sometimes consciously and sometimes subconsciously. The truth is the colors you choose can work for or against the brand identity you are trying to achieve. 

Now, let’s take a look at color theory with regard to your company’s brand design.

What message are they sending to your clients? Design is more than just what looks good; design is a science, and there is a science behind a good color combination. Just because you have a favorite color combination doesn’t mean it is going to work well with your brand.

Color combinations are influenced by three things: aesthetics, learned cultural associations, and evolutionary programming. Aesthetics are what color combinations harmonize well together. Learned associations are what over time people have associated with different colors. Programmed associations are the associations we have with color based on evolution and society. These associations closely relate to the psychology of each color. 

The key to an effective business is brand recognition and that comes directly from your company colors. So, before picking the color scheme for your business, remember these questions… What message do you want your brand to send? What are you trying to emphasize in your brand? And, what are the colors of my competitors? As a company, you want your logo and branding to differ dramatically from your largest competitors. 

Choosing your colors is not as simple as it seems, and is definitely more complex than using your favorite color. As a business owner you want to consider your brand’s personality and how it will be perceived. There are many different color schemes and a lot of good methods for creating a unique brand identity for your business. Contact Cover 3 Marketing today to work with our designer to create a color palette as great as your business.