Color Psychology – An Integral Piece of Brand Identity

color psychology

Color psychology is the study of colors concerning the human psyche. It helps to know how a user perceives your brand and is indispensable to your brand strategy. Just like every brand has its unique voice, it also has a unique color which resonates with the audience connecting with them emotionally. Done right, color psychology can reinforce and lead your brand to the top or vice versa!

Every color triggers an emotion that designers have to identify and employ to establish a seamless connection with the brand.
In this post, we will explore how brands use color psychology and know the meaning behind some of the most popular colors used and why.

Color Psychology in Branding

Color Psychology is a language of color that stimulates feelings and emotions to the brain much faster than any words or shapes. In the marketing world, color psychology is associated with how color impacts user behavior over preferring a brand or making a purchasing decision. It provides a structure to determine how and why a user interacts with a brand.

What Each Color Has To Say ?

Psychology of Blue Color

The color blue tops the chart in popularity for its subtle, tranquil, and secure vibe. Due to this reason, most corporates like IT companies, real estate firms, among others vouch on blue color for their logo and branding collaterals. Blue symbolizes a sense of trust, stability, intelligence, and reliability that complements those brands who wish to project these emotions in the form of colors

Psychology of Red Color

The second best color to bank on has to be red. It’s a universal favorite of all designers across the globe and is widely used by top brands like Coca-Cola, KFC, Nescafe, and many more. Aside from that, It is also suitable for the retail industry and marketing firms. For example, YouTube. The red color implies passion, zeal, aggression, and action.  It has a magnetic effect that invokes stronger emotions in the user prompting them to take action. 

Psychology of Green Color

Green falls under the cool tone category. It symbolizes nature, health, and healing. Green color gives a soothing and calming effect on the user’s mind, body, and soul, and therefore is an ideal pick for health, agriculture, and wellness brands. Deeper shades of green denote elegance & luxury.
For instance, you may have noticed how Starbucks, the premium coffee brand uses a darker shade of green in their logo to depict its opulence.

Psychology of Yellow Color

Yellow is the color of creativity and optimism. It’s associated with joy, hope, and sunshine. Perhaps, because of its ability to capture the user’s eyes from distant, just like the sun. The yellow color is a good choice for parenting and wellness websites. Aside from that, many food chain businesses also use yellow as it outlines happiness and amity. One such example is McDonald’s.

Psychology of Orange Color

Orange symbolizes youthfulness and wit. It emits excitement, enthusiasm, and warmth. It has the components of both Yellow (Joy) and Red (Passion) in it. Neil Patel, recognized as a top 100 young entrepreneurs by President Obama, chose an orange color to make his website stand out. The color is a strong choice for digital marketers who want to persuade users to take any action, followed by red.

Psychology of Purple Color

Purple is the most versatile hue in the color palette. It comes in varied shades that illustrate different connotations. Purple signifies royalty, sophistication, power, and magic. The softer shades of purple have a more feminine touch, which makes it a go-to color for cosmetic brands. Though the darker shades of purple represent sadness and frustration. The world-famous brand Cadbury has redefined it into a joyous and cheerful tone. An interesting fact is that Cadbury’s brand color, Pantone “2685C” shade is officially recognized as Cadbury purple.

And now finally comes the big question…

How to select the right color for your brand?

Although every color defines a purpose, it’s crucial to remember that symbolism of color varies as per your experience, culture, gender roles, and perspective. Therefore, it is imperative to know how a color interprets the message across all the aforementioned parameters.

Here are a few questions to ask yourself  before you finalize your brand color.

  • Which gender is your brand is focused on?

As we all know that both men and women have different perspectives on color schemes. Men love blue while and women adore pinks and purples. In contrast, youngsters, however, prefer more bright and jazzy colors like Orange. See, how the age group plays an important role here.

  • Is your brand more aligned on serious tones or playful?

While choosing your brand, it is important that you understand the tone of each color. For Instance, blue symbolizes a serious and mature tone whereas, yellow is more inclined towards playful tones.

  • Is your brand affordable enough or luxurious?

Darker shades like burgundy, black and deep green indicate richness and luxury while orange color stands for affordability.

  • Is your brand too loud or subdued?

For brands that are loud and out-there should go for the power color red. On the contrary, subdued brands should pick light and soft shades like baby pinks and grey.

In conclusion, while many industries follow the trend of going with the common colors, there is always a scope for little innovation where you can pick a unique color that blends with your brand voice. Who knows maybe you too end up discovering a unique color like Cadbury!

Embracing Digital Marketing in the Aftermath of COVID

Digital marketing

As we all know that COVID-19 has brought the entire world to a standstill. People are discerning the transition in their surroundings each day and so are the businesses. While many brands are nimbly preparing for the big shift in consumer behavior, it’s crucial for businesses to adopt an eloquent digital marketing strategy, to bounce back to their normal levels.

Due to social distancing, many businesses have already introduced digital marketing services to stay connected with their customers and resolve their queries.

So, today I will be sharing some tips to embrace an effective digital marketing strategy that helps businesses in recouping from the aftermath of this pandemic.

Adopt a Digital Selling Strategy

A striking digital selling strategy enables you to engage and drive online conversions directly without a middle-man to distribute your products.

Utilize all the digital marketing channels like Affiliate Marketing, Social Media, Programmatic and other content-driven channels to reach out to the prospects without any dependency.

For instance, shutting down the retail business has immobilized manufacturers and other whole-sellers, who relied on retailers to get sales. On the flip side, businesses embracing digital transformation witnessed propelling sales even during the lockdown.

One way to interact with consumers head-on is through a WhatsApp Business API. Many brand giants and even government bodies are leveraging WhatsApp Chatbot to communicate with their potential & existing consumers and as a means to assist, engage and drive sales.

This has enabled brands to build personalized conversations seamlessly, thereby capturing details of the prospects for future engagement.

Power up your Branding Game

This is the right time to reach users online and build brand awareness. Be on top of the minds of your consumers to hike up your sales graph again. And so, branding is more essential than ever now. Due to the downfall in revenue, you may have to compromise your expenses by altering your marketing spends. And that’s where digital marketing plays a vital role. It enables you to reach out to your consumers in a cost-effective way. Transition to digital saves you from hefty marketing spends and allows you to explore innovative ways to boost your brand reach.

Talking about branding, the first thought that strikes our mind is Social Media. Of course, we know the popularity of social media and its efficacy in brand building and marketing. Leverage your social media channels to reach out to your potential prospects during these tough times and remind them about your presence by building a compelling branding strategy.

Deliver Remote Customer Support

Many customers are facing challenges while reaching out to the brand, resulting to increase in call center calling volumes. This results in poor customer experience and churn.

An innovative solution to this issue is creating a WhatsApp Customer Support chatbot that allows the customers to interact with the brand in the most personalized way, providing necessary support in the form of captivating conversation.

WhatsApp Chatbot enables you to support your customers with automated query resolution, eliminating manual intervention. You can also provide a clear path to human escalation, where the chat is forwarded to a live agent. This indirectly builds customer trust towards the brand increasing customer satisfaction and customer lifetime value.

Last but not least…

Explore New Ways to Thrive

This lockdown has made us look deep into ourselves and the world with a whole new perspective. Avenues to explore new possibilities as an individual and enterprise. So, keep discovering new ways to stay in sight of your prospects and valued customers. Analyze the transition in their behavior, trace the possible places where you can interact, and remind them about you. Many businesses have already started implementing this approach. Brands have started marketing in channels like TikTok, Instagram, and Snapchat as people are observed to spend more time there.

In a nutshell, COVID has surely made a challenging 2020, but with a deft digital strategy and mindful planning, brands can weather this catastrophe and emerge victorious in the future.