Importance of color in brand Strategy

By : Parikshit Khanna | 0 comments | Read Time: 4 minutes

Red, Yellow, Green, colors may be part of the brass tacks but for businesses– they play a critical role. Color is furtive in producing a good distinctiveness for a company. Colors are more than just a visual aid because colors communicate emotions, opinion, and experiences. There are meanings behind various colors, and for companies, it will help them in brand strategy because choosing a color plan can influence their business – it may either create or shatter them.

You should always stay true to the colors and visuals familiar to your audience. On the other hand, you may just be starting out in business or ready for a branding makeover. For business owners in need of a whole new look, the importance of choosing the right colors for your branding and brand strategy can’t be emphasized enough.

Here’s an overview of the psychology of color and what emotions and images colors can bring to your brand strategy.

Impact of color on brand strategy

RED – Red is a dominant color. It is also very lively, hostile and confrontational. Red can be used to incorporate zeal and energy into your product.

  • Red triggers the craving, and attracts attention.
  • Red raises the human pulse rate measurably when they see it.

impact of color on brand

GREEN – This color symbolizes strength and nature. It also has a mild aroma around it feeling.

  • It conveys growth and is used by commercial, Electronic, Tour &tourism brands.
  • Human brain perceives green to increase productivity.

impact of color on brand

YELLOW – Yellow is the color for vivacity and optimism. It can also be remarkable and captivating. That’s why some tag prices are in this color because it helps get the attention of customers.

  • Yellow is associated with optimism and happiness.
  • It stimulates the mental process.

impact of color on brand

ORANGE – This color can be helpful for children because of its cheerful, friendly and fun feel.

  • It created buzz and call to action.
  • Represents a cheerful and confident process.

Every color has an equivalent meaning behind it and conveys a certain feeling which makes them more vital, that’s why it pays heavily if business owners have a little background before choosing a color scheme.

Factors to consider while choosing a color scheme:

The effective brand strategy must identify the importance of color. Colour is the very first perception customers will have with your brand, and along with perception comes a whole host of emotional associations.

The color of your brand is part of your brand’s story. When choosing a color to represent your brand, you must think far beyond your personal, subjective preferences.

Colour impact on your Brain

Visual perception is the primary sense humans have for exploring and making sense of their environment. Colors activate a diverse set of responses within the logical side of the brain. The proper insight of color has been one of the solution drivers of human evolution.

Once we humans identify a color, we instantly have a chemical reaction in our brain that produces an emotional response. This response triggers a multitude of thoughts, memories, and associations to people, places, and events. Colour affects us in profound ways. Our brains are intended to react to color. This all happens instantaneously under our cognisant awareness.

Colors Convey Mood-Emotions

Colors influence us in many diverse ways but all colors craft a specific frame of mind for people–it’s called a mood. Having people be in the most open attitude is essential for their engagement with your brand. Colour set the ambiance of brand appearance, creates mental links to the meaning of your brand.

Selecting the Right Colour

To communicate a simple idea of meaning and differentiation requires you to choose a color that correctly fits your strategic positioning. Picking a color (and color scheme) for your brand must represent the audience emotional associations and desires, and the value proposition or promise your brand brings to those desires.

Selecting the appropriate color to represent and differentiate your brand must be based on several criteria. Here are three of the most important:

The Target Audience

Who are those people, what do they care about, what mood do they need to be in to engage with your brand? Different consumers are affected by color in different ways, and cultural trends are always in transition. What color best anchors the meaning of your value to your audience and distinguishes your brand from the competition in the category?

The Culture

Color means different things to people in different parts of the world, in different cultures. In the INDIA, white represents purity, while in some regions of Asia it is the color of grief. Colour perceptions and meanings change with race, age, social class, gender, and religion.

The Bottom Line

Selecting colors to represent your brand should never be an exercise in high rush situations driven by the mind of your ad agency creative director or the personal taste of the CEO’s wife. Chosen colors define your brand’s value, strengthen and support your brand positioning, enable greater awareness and customer recall, and distinguish your brand among its alternatives. Picking the right color should never be underestimated.


Spend a while on eyeQ digital’s Blog to learn more about the trends and colors selected by brands in brand strategy and digital marketing .

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