Color Symbolism in Branding : Choosing Colors that Evoke Emotion
“Color transmits and translates emotion. ”
Choosing your brand’s colors can be a challenging task. Do you pick your favorite colors? Do you pick trending colors? How about colors often used in your field? Will the colors you choose attract your dream clients or repel them?
I’ve put together this chart to give you a little introduction to color symbolism and the emotions they evoke. Using these colors sparingly throughout your branding materials can have a huge impact and evoke the right emotions in your potential clients. However, overuse can unfortunately do just the opposite. Let’s take the color blue as an example. Blue is an extremely popular branding color in just about every tint, tone and shade. Touches of blue throughout your branding can evoke emotions of calm, responsibility, integrity, emotional depth and peace. You can find blue used in branding from computers and car manufacturers to food products and financial institutions. Blue can evoke these positive emotions when used conservatively and when you allow the color to stand out. However, branding material completely doused in the color can come across as uncaring and detached.
Branding colors are one part of making your brand stand out. Just remember to give those colors a little room to breathe.
