Volume 1, No. 2, July 2019
When we are asked to develop a new brand identity, or to update an existing one, one of the most important questions we ask is, “do you have a color scheme in mind?”
If the answer is “yes”, the usual reply is “because it’s my favorite color”, or “that’s what we’ve always used.” Rarely do we hear, “because we want to evoke a specific feeling.”
If the answer is “no”, we begin the discovery process – specifically, the emotions they want their brand to evoke. Once that is determined, the range of color options that will achieve the desired emotional impact becomes clear.
The Psychology of Color
The psychology of color is complex. Its impact on brain chemistry and emotion has been a subject of comprehensive research for decades.
Try this experiment. Think of the color red. First, I’m guessing a very specific red came to mind. How did it make you feel thinking about it? Now, think about the color blue. Again, you probably thought about a very specific blue. How did that make you feel? If you are not accustomed to thinking about color in this way, just think about the first emotional impression that came to mind.
You’ve just learned one of the essential lessons about color. Color elicits emotional response. While these responses can vary based on individual experiences and biases, there are common responses that help form a consensus across the emotional spectrum.
Red is a very dynamic and powerful color. It can be used to both convey love and fear. Depending on context, it can be used to show strength, but it can also be used to convey negativity. It is often employed to gain attention.
Blue, on the other hand, is a calming and soothing color. It is often used to communicate dependability and trust. It’s one reason why many companies use blue as their corporate color.
Every color in the spectrum has its own unique emotional feel. When applied appropriately, and in the right balance, color goes a long way in evoking emotional response in branding. That being said, there are myriad hues of any color that can be used to fine tune that emotional response.
As color technicians, we rely on our decades of experience and expertise when we explore color for brand development and amplification. Please visit our website to view Case Studies and see how we have employed color in our branding development.
We welcome your thoughts and the opportunity to respond to any questions you may have. Call Symmetre’s partners, Mark Scala and David Albinson at 201-689-2110, or Business Development Specialist, Jack Mizrahi at 914-258-1813. Click here to reach out via email.
Next month we will discuss how ideas are “funneled” into effective designs.
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