Color psychology: How to choose the colors that best represent the values of your brand?


When creating your brand identity, one of the most important steps is the choice of the color, or colors, that you will use to differentiate your business in the market. But how can you know which one is best for your brand? Knowing a little about the psychology of color can surely help you.

Believe it or not, choosing the colors for your brand is not as simple as choosing your favorite colors. In order to create an ideal and highly effective combination, you need to be clear about several points, such as the interests of your customers, the values that identify your company, and the industry to which it belongs, among others.

In this article, we tell you how you can select the colors that best suit your brand, through the psychology of color.

Do you need help working on your company’s identity? At Primitive Agency, we are experts in creating unique businesses, with an exclusive style that will make them stand out in a market that may be full of similar companies. Call us now at +1 (646) 377 9470, or email us at [email protected] and learn how we can help you.

What is color psychology?

For starters, how about getting to know this concept better? Color psychology is a discipline that deals with the study of how colors affect human behavior and emotions. You should keep in mind that colors have great symbolic power and can be used to convey a message, or even to generate a certain emotional reaction. Just what you need to get more conversions for your business.

When we talk about the business sector, knowing how to choose the color that will identify your brand is essential when creating a solid and coherent image, which will undoubtedly help you stand out and differentiate yourself from your competition.

For example, red is a color that transmits energy, emotion, and passion, and is often used in brands related to sports or food. Blue, on the other hand, is usually associated with confidence, tranquility, and stability, and is commonly used in brands related to financial or technological services.

But, in addition to its symbolic power, color also has great visual power, as it can draw attention and generate an emotional impact on the viewer. Therefore, it is important to know how to carefully choose the colors used in advertising and marketing materials, as this can greatly influence the perception that consumers will have of your company.

How to choose the right color for your brand or company?

Although the psychology of color allows you to understand the effect that certain combinations can have on an audience, when it comes to choosing the right color for your company, there are many aspects to keep in mind.

Some of the most important characteristics to take into consideration when selecting the ideal color for your brand are the following:

Symbolic meaning: Each color has a different symbolic meaning, so it is important that you select a color that really conveys the values and personality of your brand.

Target: The color you select must be attractive to your company’s target audience. In addition, it is important to make sure that it is perfectly aligned with the message and values you want to convey through your brand.

Competition: It is essential to consider the colors used by your competitors and choose a color that differentiates and stands out. You don’t want your audience to confuse you and end up with a brand that is not yours.

Emotion: The color should generate a certain emotional reaction in the viewer, in order to make them feel identified with your business.

Legibility: It is important to choose a color that is legible and easy to read, especially in texts and graphics. If your logo has letters, for example, a very light color could hinder its legibility. Be sure to double-check this issue.

Flexibility: The color must be versatile and adaptable to different contexts and supports, so that you can use it on any platform, without the risk of having to change it in order to use it in any marketing strategy.

Compatibility: Make sure that the color you choose is compatible enough with other colors you use in your brand, such as logo, packaging, etc.

Trend: Last but not least, it is ideal that you can take into consideration the current trends in the world of design and advertising, so you can keep up to date with the advances that will help you draw more users to your business.

Keeping each of these features in mind, you will surely be able to select a color scheme that suits your company’s goals, in order to attract as many users to your business as possible.

You may also be interested in: 5 benefits of working with a marketing agency for the growth of your projects

At Primitive Agency, we help you build your brand

With the help of our creative team, you will have the opportunity to select the perfect colors to convey the values of your brand, and thus generate an impact on your audience that will help you stand out from the competition.

Call us now at +1 (646) 377 9470, or email us at [email protected] so we can start working on the perfect match for your company, through color psychology.

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