Beyond “Blue for Trust”: Colour Theory in Branding

I'll be honest…

I used to hate the idea of “colour theory”.

The idea that colours like "blue for trust" or "green for health" were a bit too cookie-cutter for my taste.

I thought, "Why can't I decide what a colour means to me?" 🤔

But over time, I've come to appreciate the science behind it.

It's not just about being trendy; it's about tapping into our deep-seated emotional responses. 🔬

Even if I didn’t wholly agree with it, it's hard to ignore that colour psychology plays a major role in how consumers make decisions and evaluate brands:

🔥 Up to 90% of an initial impression comes from colour
🔥 Colour can increase brand awareness and recognition by 80%
🔥 93% of consumers make purchasing decisions based on visuals alone

However, the magic of colour in branding goes beyond blue = trust and green = health.

There are layers and nuance to colour theory:

🔵 Take blue, often seen as trustworthy and logical. But did you know it can also evoke a sense of coldness, or even distance?

🟥 Red, commonly associated with danger or warning, can also embody strength, passion, or excitement. It's a colour that demands attention, perfect for making a bold statement.

🟢 Green isn't just for health or nature. It can represent growth, prosperity, or even envy.

🟣 Purple often conveys luxury or creativity, but it can also suggest mystery or spirituality.

Understanding these nuances allows us to use colour in more sophisticated, tailored ways.

It's about asking, "How can this colour best represent my brand? Can I play with these associations to create something unique or subvert expectations?” 💡

It's important to note that cultural, gender, and age differences can influence how colours are perceived, too.

This adds layers of complexity and richness to how we use colour in branding. 🌍

So, while it's easy to fall into the trap of thinking, "health brand = green" or "trust = blue," there's so much more at play.

It's about behaviour, expectation, and driving action.

A shoutout to Scott Lenik for a great post that reminds us of the power of colour in branding and to Anf Chans ☕ for bringing it to my attention.