The importance of colour in branding is well known, yet many businesses still don’t take the time to fully research colour representation and take it into account when designing their website or marketing materials. Many of the world’s most famous brands are defined by their colours alone – if we say McDonald’s or EasyJet you’ll instantly have a colour in mind.

In marketing, colours can be used in a variety of ways to evoke certain feelings and responses. Therefore, when choosing the colour scheme of a brand you need to think about how you want your products or services to make people feel, and see how the colours can help achieve that. To have the most impact you can use the same colours across the logo, product packaging, web design and printed marketing resources.

How many colours to use in business branding?

To be distinguished by colour alone the best thing to do is to be simple and consistent. If you have a rainbow of different colours then it can be confusing for customers to allocate a particular colour to your brand. A lot of businesses just use one significant colour, and according to Marketo’s infographic only 5% of the world’s top 100 businesses use more than two colours.

Colour connotations

It’s important to remember that individual responses to colour can vary around the world, depending on culture and traditions. However, here are some common colour associations that brands often play on.

Red – grabs attention and can be used to represent passion, aggression, warmth and danger. It is often used in technology, hospitality and the car industry.

Orange – excitement and energy radiates with this colour. The playful association makes it popular with the travel and beauty sector.

Black – when it comes to branding black is anything but boring. It represents prestige and luxury, and is often used for premium and expensive products.

White – is associated with cleanliness making it the perfect choice for healthcare. White also represents purity and innocence which is why many children’s products have white packaging.

Blue – why do many banks use the colour blue in their branding? It is known to represent honesty and trust, which is exactly what financial companies need to portray.

Your colour scheme says a lot about your business, so think carefully before choosing the colours in your branding. The right shades can improve communication and brand recognition.

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