…(and the potential negatives to consider)
How do your brand colours make your customer feel?
Are you at all like me when looking into different products and services? I not only do an analysis on quality of product and the price point but I pay attention to the overall feelings I have when consuming the brand visuals and content, reading the copy, looking at the packaging…etc.
Without a doubt, different colours, different shades of colours and different combinations of colours make different impressions on the customer. We can’t fully predict what each hue or shade will evoke for each person but we can at least consider the most common associations and feelings that come about for the majority of people from these core colours.
Emotions from/Associations with Red
Positive: Power, Excitement, Strength, Energy, Passion, Youth, Confidence
Negative: Anger, Warning, Danger
Emotions from/Associations with Orange
Positive: Warmth, Confidence, Innovation, Friendliness, Energy, Bravery
Negative: Frustration, Ignorance, Immaturity
Emotions from/Associations with yellow
Positive: Optimism, Warmth, Happiness, Friendliness, Creativity
Negative: Caution, Fear, Anxiety
Emotions From/Associations with green
Positive: Health, Hope, Nature, Growth, Prosperity, Freshness
Negative: Sickness, Envy, Boredom
Emotions From/Associations with blue
Positive: Trust, Loyalty, Logic, Dependability, Serenity, Security
Negative: Emotionless, Coldness, Uncaring
Emotions From/Associations with purple
Positive: Wisdom, Luxury, Wealth, Spirituality, Royalty, Sophistication
Negative: Introversion, Decadence, Moodiness
Emotions From/Associations with pink
Positive: Imaginative, Passionate, Balance, Transformation, Creativity, Femininity (can be positive or too exclusive)
Negative: Outrageousness, Femininity (when too exclusive), Impulsive
Emotions From/Associations with brown
Positive: Earthiness, Serious, Reliability, Authenticity, Support, Warmth
Negative: Sad, Dirty, Humourless
Emotions From/Associations with black
Positive: Sophistication, Security, Power, Substance, Authority
Negative: Oppression, Death, Coldness
Emotions From/Associations with white
Positive: Cleanness, Clarity, Freshness, Purity, Simplicity
Negative: Sterility, Isolation, Coldness
Lots to think about as we consume brands all around us and of course continue to work on our own ones going forward.
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