How Does Color Build My Brand?

One of my favorite reads is Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave by Adam Alter.  In fact, if you’ve ever caught one of my classes or speaking engagements, I’ve probably told you how much I love that book. Alter writes about all of the hidden influencers in the world around us, including color, that have a direct impact on our behavior.

The title comes from a shade of pink called Baker-Miller Pink. Dr. Alexander Schauss, Ph.D., director of the American Institute for Biosocial Research in Tacoma Washington, reported that the color could aid in the suppression of violent behavior among prisoners. Prisons began painting holding cells “drunk tank pink”. And college athletics teams started using it to paint visiting locker rooms.  This, of course, is just the tip of the iceberg in the relationship between color and psychology, but it’s a startling example for sure. 

With that in mind, take a look at your logo and visual branding efforts. You may be sending a signal to your customers that you aren’t even aware of! And if you’re having trouble finding that perfect customer, it may be time to adjust your color scheme. Here’s what color says about your brand.

RED

Red is powerful and dynamic, reflecting youth, boldness, and energy when used in a brand. Depending on the other visual elements of your brand, it can portray friendliness and strength or come across as aggressive. If you want to get attention quickly, red is your color.

ORANGE

Orange comes across as friendly, cheerful, and confident when used in branding. Borrowing power and strength from red and optimism from yellow, orange is a great option for conveying comfort and warmth.

YELLOW

People tend to associate yellow with optimism and happiness. It is the easiest color for the human eye to see and the first color that infants respond to.  However, if you use too much yellow, it can convey anxiety and caution (think warning signs when you’re on the road). You’ll notice that most successful brands that use yellow use it along with another color to neutralize it just a little bit.

GREEN

Green makes us think of peace, healthiness and positive growth (whether in plants or in wealth). Found so abundantly in nature, it is also a color of balance and harmony. If you want your customers to think of restfulness, peace, and a balance of logic and emotion, consider green in your logo. It has one of the most positive responses among the colors.

BLUE

Blue is the most popular color according to personal tastes of both men and women. It evokes feelings of trust and dependability. Blue is reliable and responsible – we associate it with sensibility. When used the wrong way, it can be perceived as cold or unfriendly, because it is one of the last colors our eyes recognize, as opposed to yellow, which is the first color most people notice. If your focus is on building relationships based on trust, blue may be your perfect color.

PURPLE

Purple gives us several different meanings, including creativity, wealth, and spirituality. Using red’s energy and blue’s dependability, purple conveys imagination and balance and mystery. Interestingly enough, purple is the color most likely to cause our minds to wander, so you may want to couple it with another color in your logo.

PINK

Pink, being a softer and less intense version of red, reflects compassion, care, and understanding. Obviously, it has romantic and feminine notes as well, which complement that nurturing feeling. Where red stimulates, pink soothes. Too much pink can come across as submissive and immature, but can be coupled well with others to convey your message.

BROWN

Brown is high on the list of least favorite colors among both men and women. While it’s not very visually stimulating, it does reflect stability, sensibility and structure. The “boringness” of brown lends our minds to dependability and protection. It’s a serious color, so if you’re looking to give a feeling of being down-to-earth without coming across as bland, adding another color is a great idea.

BLACK

Black is serious, disciplined and luxurious. It also reflects control and sophistication. It is a powerful color. If you want to be taken seriously, incorporate black into your branding.