Color plays a big role in our lives, affecting our moods, emotions, and even our behavior. It’s no surprise, then, that color is also a critical element in branding and product marketing.

What is color psychology?

Color psychology is the study of how color affects our behavior and emotions. It can be used to create desired effects and influence customer behavior. When it comes to branding, color can be used to communicate messages, create associations, and differentiate products. 

Product marketing managers must understand the basics of color psychology in order to create effective branding and marketing strategies. Keep reading to learn more about the role of color in branding and product marketing!

Color psychology and branding

Color is a critical element of branding. It can communicate messages about your brand, create an emotional connection with your audience, and even influence consumer behavior. According to an article published by Digital Information World, 93% of buyers focus on a product’s visual appearance and 84.7% of buyers claim that color is the most important.

So how do you choose the right colors for your brand? And what do different colors say about your brand? Let’s take a look at the psychology of color and how you can use it to bolster your branding efforts.

How does color psychology work?

Scientists believe that our brains are wired to respond to color in certain ways. For example, the color red is associated with danger and excitement, which is why it tends to increase our heart rate and make us feel more alert. Blue, on the other hand, is associated with calm and relaxation, which is why it is often used in hospital settings.

While the psychological effects of color are not always clear or direct, they can be powerful nonetheless.

How to choose the right colors for your brand

So, where do you start when it comes to choosing the colors for your own brand? It’s important to consider the emotional response you aim to elicit from your audience. Begin by brainstorming the personality of your brand and the values it represents. If you want to convey a sense of trustworthiness and reliability, for example, you might choose a shade of blue. If you’re interested in appearing vibrant and energetic, opt for a bright shade of yellow or orange.

It is also important to consider the context in which your brand will be seen. For example, if you’ll primarily be marketing online, you’ll want to select colors that pop exceptionally well on a digital screen. Ultimately, the right color palette will help your brand stand out, evoke the right emotions, and be easily recognizable.

Seek professional brand designers

If you’re looking for a deeper dive into the understanding of your brand and what colors make the most sense for the message you’re trying to convey, consider hiring a brand design professional. Shok Idea Group is a team of experienced designers and branding specialists that have a deep comprehension of color psychology. We can assist you in creating a cohesive visual identity that will get your brand noticed. 

Don’t settle for a bland, forgettable brand image. Let us help you create something original and impactful. Contact us today to learn more about our design capabilities.