Let’s play a quick game, think of a brand and your brain automatically associates a colour with it, yes that’s exactly how brand perception works. The brain identifies colour and produces an emotional response to it, triggering thoughts, memories and most times entity associations, and this is why colour is an important part of branding strategy.

Colour affects a brand audience in different ways by creating a frame of mind when we see a particular brand, this frame of mind is called “mood”, it is always good for a brand choice of colour have the audience be in the most receptive mood.

Colour and association

The first and basic element of a brand is the colour, it sets the pace for branding elements, it’s the first thing that draws attention, there is a high possibility of identifying a Coca-cola bottle from afar because of the colour rather than the logo or font used, a brand colour is also always reflected in the logo, packaging, and every touchpoint

How do you pick the right colour for your brand?

It is easier said than done, because, in all honesty, there is no particular rule to this, when branding, it’s important to understand why your brand exists in the first place, colour theory is one important part to consider, but it shouldn’t be the only deciding factor.

The brand colour wheel

What distinguishes a brand from its competitions is the ability to think deeper and outside the obvious to find that colour that is unique to their value proposition.

The colour must convey the brand promise and align with the brand’s strategic positioning.

The influence of Culture on Colour

Colour means different things to different people in a different part of the world, a demographic survey isn’t a bad idea when selecting a colour that represents your brand.

On a concluding note, the wrong choice of colour defeats the sole purpose branding, let your decision hone in the fact that the colours define your brand’s value, strength and positioning which in turn distinguishes your brand from its peers and translates to organic awareness.