GUILD CREATIVE BLOG

DESIGNING DETAILS: Color and You

June 14, 2017

Don’t underestimate the power of color. Color plays a critical role in branding, helping to create a positive image, assisting in brand recall, conveying your message, and more. Color is a key component in your overall marketing message and plays one of the largest roles to help elicit strong feels, emotions and/or desired purchase behaviors.

The color you choose should help you stand out—set you apart from your competition. It should be relevant to your business, industry or product. It also should have a connection to your audience. These all factor into helping aid in your brand/image recall.

The true meaning of any color varies greatly, but this write up says it best. According to entrepreneur.com:

Blue: Like the sky and sea is serene, also perceived as trustworthy, dependable, fiscally responsible and secure.

Red: Red is an attention-getting color of passion, but it also makes the viewer think of a Stop sign or Warning. What response are you hoping to create? Red can be aggressive, energetic, and provocative; so while attention-grabbing, it may also evoke an unfavorable response.

Green: In general, green suggests health, freshness and growth. The gamut of green shading promotes from a deep, dark and lush green, the feeling of prestige to the lighter greens with a feeling of refreshing and calming.

Yellow: Yellow is most always associated with the sun. Suggesting optimism, positivism, light and warmth. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.

Purple: Purple is a color of emotions. Purple being a blend of reds and blues, passion and tranquility, is often associated with royalty and/or spirituality, along with mystery and sophistication.

Orange: Cheerful orange evokes exuberance, fun and vitality. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons.

Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look too bold and heavy.

The color palette you can choose from is nearly endless. We have just provided you here with a quick snap shot of the main primary colors to consider in both your logo and branding, but there are so many more to consider.

What message is your color sending to your buyers? Keep your colors and messages true. Talk with Steve our design and color expert. steve@guildcreative.com