In reviewing a prospective clients Internet site, I couldn’t help but think that the colours and logo chosen to represent their brand just didn’t match up. And so I wondered if proper consideration had been given to their target audience. Granted colour isn’t everything, but it does matter as colour has a significant impact on people’s emotional state and over time can help to increase brand recognition.
Key to remember when deciding on colour is that there is meaning associated with each. Colours in the red area of the spectrum are known as warm colours and include red, orange and yellow. These warm colours evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility. Colours on the blue side of the spectrum are known as cool colours and include blue, purple and green. These colours are often described as calm, but can also call to mind feelings of sadness or indifference.
Mindful of the colour psychology, you should choose for your brand a colour that sets you apart from the competition, works with your industry and image, appeals to your target audience and last but not least, ties to your brand promise.