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Colour and Branding

The psychology of colour is a hot topic and is crucial for any brand to understand. That may seem silly but the colours you choose for a logo or even uniform can massively impact how a customer views your business. This blog will guide you through the meaning of colours and what that means for you!

Why do colours have meanings?

So, I’m sure you all know that colours can have certain meaning or feelings attached to them. For example, red is associated with love, affection, warmth… the list goes on. But before we go into this, it may be useful to know why and how this happens. It’s a pretty interesting topic which (after reading this) you can impress your friends with… you’re welcome 😉

This is where it can get a little complicated but bear with me. So, colour associations can actually develop as part of our evolutionary history. Essentially, we can make connections between emotions and colour which can actually aid survival! The colour red for example is now commonly associated with danger. But how did that happen? Well if you think about it, blood is a natural red colour so attaching a sense of fear and pain to the sight of that could’ve helped our ancestors survive. (I’m talking a long long time ago).

That’s one explanation but another is that we make our own connections based on childhood experiences. We are pretty much told what colours mean from infancy and this information is usually stored for life. So if our primary school teacher tells us that yellow means happiness, then that’s probably going to stick with us for the rest of our lives. Are you ready for some science knowledge…? Well a famous psychologist Freud, said that what we learn in childhood is internalised and affects our adulthood life. Give it a google, it’s a super interesting theory.

Colour meanings

So now you know why these meanings form, but you need to know what they are. There are endless colour meanings but here’s some of the most common ones.

Red: Excitement, energy, passion, courage, love, aggression, danger
Orange: Optimism, adventure, fun, creativity, independence
Yellow: Happiness, positivity, opportunity, light, spontaneous
Green: Growth, freshness, harmony, kindness, natural, balance
Blue: Trust, peace, freedom, honesty, loyalty, wisdom, security
Purple: Imaginative, spiritual, mysterious, sensitive, powerful
Pink: Youth, playful, gentle, compassion, warmth
White: Simplicity, purity, innocence, modern, wholeness
Black: secretive, elegant, formal, control, authority.

What does that mean for your brand?

So now you understand what the key colours actually mean, the next question is how does that affect a brand? Well the colour you choose for a logo or a uniform will impact how a customer will view your brand. Because we all make these colour associations sub consciously, our opinions of a brand can be affected without us even knowing! You have to understand your customer and your business then choose colours which fit.

Let me give you an example, Barclays bank will want to create an instant feeling of trust with their customers and prove themselves as a reliable, secure business. What colour seems appropriate? …. blue! It’s not a coincidence that their logo is blue, it will have been planned that way. The huge brands we know and love have put a lot of thought into their brand colours so you should too!

I hope this has been helpful or at least interesting. If you’re ready to start making your logo, why not read our photoshop logo guide. Or if your logo’s sorted and you need a uniform, browse our workwear range.


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