How Does Color Impact a Brand?
Friday, March 22, 2019
Posted by: Kaylin Berg
Megan Wenzl, Community Outreach Associate, Clique Studios
Imagine you are thinking of a color for your business. Maybe you are redesigning your brand assets, or maybe starting a new business. Either way, you struggle to choose a color.
What color best represents my business? You might ask.
Emma Foley, design lead at Clique Studios, gives us some insight into how color impacts design for a brand – and how you can begin to choose the color that works best for your brand.
Color and Emotions
When we first think of color and brand together, we might think how a customer will feel about a brand based on a certain color. For example, blue represents trust and loyalty. Red represents power and energy.
“It’s simple to say certain colors have certain meanings,” Foley says. “I don’t think it’s that simple, though.”
When it comes to what emotional responses customers will have based on color, Foley suggests asking yourself some questions:
- How will emotion be elicited when using a color when we consider the content?
- What imagery will be with the color?
- What type of copy is with it?
- What does a specific color mean for the brand?
Set Your Website Apart from the Competition with Color
When businesses are not as recognizable as a company like Google or Nike, color does give businesses an opportunity to do something different. Color helps businesses set themselves apart from other companies, especially when it comes to a company’s website – which is important because websites are one of the first places customers interact with a business.
“I think experimenting with color shows a confidence in the product or service you are sharing or selling to people,” Foley says. “If you feel confident enough in what you are doing, the color isn’t going to scare people away. It’s just going to build that association with what you are doing.”
The Entire Brand Experience
Foley says while companies can really take advantage of color, color will not be what defines your brand. Color is not the reason customers will engage with your product or service or become loyal customers.
The various touch points between the customer and your company – such as a positive interaction with customer service, helping people out with educational content on your blog, or the organization and cleanliness of your store – those are the things that will define how customers feel about you.
Color is just one part of the entire brand experience.
Color and People Who Experience Disabilities
Thinking about people who are blind or color blind is a good example of why a brand can’t only rely on color to represent who they are.
“When you rely too heavily on a color to do the work of telling your story and communicating your brand, you leave an entire population out of the conversation.” Foley says.
“It’s not only more thorough and effective to consider other components to your brand, but it also makes your brand accessible and creates the opportunity for a relationship with all customers.”