[vc_row][vc_column][vc_row_inner][vc_column_inner width=”1/2″][vc_single_image image=”4610″ img_size=”full”][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]We all know how we feel when we look at a certain colour. Each one symbolises a range of meanings and definitions. Whether consciously or not, colours affect our emotions and sway our behaviour. This realisation is widely used by professionals like decorators, painters, advertisers and designers. Across the globe, the practice of choosing colours is essential to entire industries like fashion, media and printing. This decision process filters all the way down to individuals who pick out their outfit for the day.
So, does that imply that every colour can be used to make every person feel the same way? No, not really. Our understanding of the meaning behind each colour can begin to get contradictory. Let’s take red and blue for example: [/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]Red is commonly associated with:
- Anger
- Pain
- Violence
- Stop
- Criminals/Villains
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text] Blue is commonly associated with:
- Exploration
- Calm
- Quiet
- Intelligence
- Heroes/Protagonists
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]In this example. Red is interpreted as a negative colour while blue contrasts as positive. However, by switching them around we can see that every colour has positive and negative connotations:[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]Red can also be associated with:
- Love
- Passion
- Determination
- Courage
- Confidence
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text]Blue can also be associated with:
- Sadness
- Cowardness
- Self-centredness
- Stubborn
- Loneliness
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HOW DO WE REACT TO COLOURS?
While our reaction to colours can change, it is clear that colours ultimately have a strong effect on how we feel and act. Historically, marketers have used colours to sway our decision process. For example, items on sale are marked as red to create an urgent “Call to Action” to buy the product immediately. Conversely, blue is widely used in shops to ensure you feel calm and confident when deciding on your purchase.
Whether we think about the colours we surround ourself with or not, it is clear they serve an influential role in our society. So, it is important to examine colours you want within your brand guidelines when you approach the creation of a logo suite, POS, physical storefronts and website themes.
Firstly, try thinking about what you want your colours to say about your brand? What do you want clients to expect from your services? And finally, how do you want to influence your clients?
To get you started, we’ve compiled some symbolic meanings behind common brand colours and their associated effects. While these connotations reflect a shared perception of colours, they are not set in stone. Combing colours with symbols, texts and fonts can completely transform the semiotics of your brand. So feel free to play around and explore how your business identity may be perceived with the following observations:[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]
RED
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Symbolises:
- Strength
- Energy
- Passion
- Action
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Associated with:
- Motivation
- Stopping people
- Rushing people
- Getting people’s attention
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Positive connotations include:
- Love
- Bravery
- Courage
- Determination
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Negative connotations include:
- Danger
- Violent
- Anger
- Addiction
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]
BLUE
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Symbolises:
- Security
- Exploration
- Tranquillity
- Intelligence
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Associated with:
- Relaxation
- Protection
- Clarity
- Building trust
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Positive connotations include:
- Confidence
- Peace
- Reliability
- trustworthy
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Negative connotations include:
- Depression
- Being slow
- Dullness
- Isolation
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]
YELLOW
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Symbolises:
- Happiness
- Positivity
- Loyalty
- Inspiration
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Associated with:
- Sunrises
- Energy
- Spontaneity
- Friendly atmosphere
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Positive connotations include:
- Creative
- Warming
- Fun
- Humour
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Negative connotations include:
- Caution
- Deception
- Egotism
- Childish
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]
BLACK
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Symbolises:
- Power
- Elegance
- Smart
- Sophisticated
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Associated with:
- Knowledge
- Strength
- Boldness
- Mystery
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Positive connotations include:
- Formality
- Prestige
- Authority
- Serious
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Negative connotations include:
- Depression
- Death
- Nothingness
- Overpowering
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]
WHITE
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Symbolises:
- Pure
- Elegance
- Clean
- Life
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Associated with:
- Innocence
- Balance
- Simplicity
- Purity
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Positive connotations include:
- Goodness
- Hope
- Clarity
- Sophistication
[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Negative connotations include:
- Boring
- Empty
- Unemotional
- Isolation
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HOW FAMOUS BRANDS USE COLOUR
From small businesses to global conglomerates, the use of colour is vital to establish their brand identity. Some businesses have gone to the extent of trademarking a colour to protect their distinctive look. Traditionally, different industries have embraced similar colours. Such as the use of a distinctive red in fast food logos, green for health brands, purple for luxury, blue for oral health and the use of multi-colour for tech brands:[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=”yes”][vc_column_inner width=”1/6″][vc_single_image image=”4628″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4629″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4630″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4631″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4632″ img_size=”full” alignment=”center”][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=”yes”][vc_column_inner width=”1/6″][vc_single_image image=”4635″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4636″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4637″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4638″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4639″ img_size=”full” alignment=”center”][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=”yes”][vc_column_inner width=”1/6″][vc_single_image image=”4640″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4642″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4643″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4644″ img_size=”full” alignment=”center”][/vc_column_inner][vc_column_inner width=”1/6″][vc_single_image image=”4634″ img_size=”full” alignment=”center”][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]In our own design process, we ask our clients for examples of logos they like. This open dialogue is a helpful first step to understanding the industry, personality and brand identities that align with their own. This enables us to create a unique design that incorporates cultural interpretations to clients, consumers and audiences.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]
HOW COLOUR CAN HELP YOUR OWN BRAND
Ultimately, selecting the right colour for your brand is a fundamental step the design process. We can help you select a distinctive and limited colour pallete, that clearly conveys the personality, industry and products associated of your brand. The coherent use of colours across your marketing will help build memorable brand recognition with your target audience.
If this exploration of colours has left you feeling energised by the prospect of updating or choosing fresh colours for your business or new venture, the Yellow Cherries would be delighted to help. Get in touch today to find out more about our extensive range of branding and design services.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]