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  • Writer's pictureJames Boughton

Colour Psychology in Branding: Does It Really Matter? – The Spectrum of Influence


Photograph of Pantone Swatch Cards with Colour Matched Macaroons On Top
Colour Psychology - Does It Really Matter?

Colour plays a crucial role in branding, affecting how a brand is perceived and remembered. Does colour psychology really matter in branding? Let's delve into the spectrum of influence.


1. Emotion and Association


Colours evoke emotions and associations. Red can symbolise excitement or urgency, blue trust and stability, yellow optimism and creativity, and green growth and freshness.


2. Brand Personality


The colour palette can reflect a brand's personality. Bold colours may indicate a dynamic brand, while subdued hues might suggest sophistication and elegance.


3. Stand Out or Fit In


Depending on the industry, a brand may want to blend in or stand out. Colour can help achieve either goal by aligning with industry norms or breaking away from them.


4. Target Audience


The preferences of a target audience, including cultural interpretations of colour, should influence the colour scheme of a brand.


5. Consistency


Maintaining colour consistency across all brand touchpoints contributes to brand recognition and reinforces brand identity.


In Conclusion


Yes, colour psychology does matter in branding. The strategic use of colour can evoke certain emotions, reflect brand personality, help brands stand out or fit in, appeal to the target audience, and enhance brand consistency. So, as you set off on your branding journey, remember to explore the full spectrum of influence that colour brings.



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