Color theory and psychology was its own module in our graphic and web design education. That’s how important it is in the realm of design. Choosing your brand’s colors has more to it than choosing your favorite colors and running with it. Did you know there’s a psychology behind each color choice? Each color will imply something about your company whether or not that’s what you’re trying to portray.
Why Color Theory and Psychology Matters
Next time you’re out, notice that many (most?) fast food restaurants have red and yellow signage. These colors are used to stimulate, bring comfort, and evoke hunger. These colors were chosen deliberately by those companies a long time ago for these specific reasons. “You’re hungry, eat here and you’ll feel all better.”
If you’re a massage therapist building your brand, you may want to stay away from stimulating, energizing colors and opt for colors that are soothing or balancing. Or, maybe you have a new kind of practice and intentionally choose something more assertive than your competitors are using. We’re not saying there’s necessarily a right and wrong color to choose for each business. The point is to be intentional about what you’re choosing and why.
What Each Color Means
Now, color theory and psychology is an in-depth, complicated thing. And multiple sources will say something a little different about each color, or add an element that the previous source didn’t state. However, there are a few agreed-upon ‘meanings’ behind each color that are pretty universal. There are also common industries that tend to use these types of colors. We’ll break them down for you here.
White
What it Can Imply:
Purity, cleanliness, simplicity, peace, and truthfulness.
Commonly Used In:
Business services, non-profit organizations, and medicine and health
Gray
What it Can Imply:
Practicality, stability, balance, authority, sophistication
Commonly Used In:
Legal and counseling, finance, automotive industries
Black
What it Can Imply:
Strength, power, accuracy, boldness, formality, tradition, authority
Commonly Used In:
Religion, high fashion and art, luxury industries
Brown
What it Can Imply:
Ruggedness, masculinity, depth, nature, seriousness
Commonly Used In:
Utility industries, construction/farming, automotive industries
Orange
What it Can Imply:
Enthusiasm, vigor, playfulness, warmth, freedom, confidence
Commonly Used In:
Creative industries, outdoor gear brands, entertainment, food,
Red
What it Can Imply:
Ambition, passion, anger, energy, strength, confidence, attention
Commonly Used In:
Food and beverage, sports brands, automotive industries, childrens’ products
Yellow
What it Can Imply:
Happiness, youthful energy, warmth, optimism, creativity
Commonly Used In:
Service industry, food, travel and hospitality, retail
Blue
What it Can Imply:
Calmness, intelligence, trustworthiness, competence, security
Commonly Used In:
Finance, technology, medicine and health
Pink
What it Can Imply:
Romance, femininity, youthfulness, passion, innocence, sensitivity
Commonly Used In:
Floral industry, beauty, teen brands
Purple
What it Can Imply:
Elegance, royalty, wisdom, respect, authority, creativity
Commonly Used In:
Beauty, fashion and style, creative industries
Green
What it Can Imply:
Tranquility, health, peace, vigor, nature, harmony, renewal
Commonly Used In:
Environmental industries, health and wellness, farming and gardening
Within this, the color theory and psychology behind emerald green can have different implications than lime green. Baby blue can differ from royal or navy blue. If you have specific traits your brand is trying to convey (hint: it should), it’s worth brushing up on some basic color theory. Many find it easiest to choose colors you like and see if those colors, or variations of those colors, work within your brand. You can branch out from there if it’s not saying the things you want to.
Other Things to Consider When Choosing Colors
Another thing to consider is saturation of your color scheme in your area. We work with a lot of real estate agents who come in wanting red, black, and white. It’s great that they want to convey assertiveness, authority, and trustworthiness in what they do. When dealing with purchasing a home, these are traits you want in an agent. In our particular area you run the risk of getting lost in the many other agents using the colors. When a lot of people are using the same ideas, it’s worth considering a color scheme that will help you stand out.
A third is other common implications of your color scheme. These are common school colors, so your design runs the risk of looking more like a high school or college logo. That’s not always a deal breaker if your design does not look like a typical school logo, but it’s a hurdle many come across.
Since many positive qualities overlap between colors, you can still convey positive qualities by choosing colors like blue and gray. This allows you to stand out in your field while also not being confused for another field. If you have questions, your designer should be able to help you with details.
The Color Theory and Psychology Bottom Line
A lot of thought goes into creating a brand. Color theory and psychology plays a large role in making a statement about your company. However, it’s not an end-all be-all. A lime green may have been your first choice, but that doesn’t mean you have to abandon green altogether if it doesn’t match your values. And, it’s important to choose a scheme that stands out amongst your competition so you don’t get lost in the sea of similar colors.
Your designer should have a comprehensive education in this field and will be able to help guide you if you have questions about a direction you’d like to go. Ready to get started on your own branding, or have questions about where to start? Reach out to us.
