Color has a very powerful effect on us. Color can set the mood and dominate how we feel at certain moments. However, the truth is that your personal experiences, cultural differences, context and upbringing are far more important to how you relate to color. So, this idea that each color elicits a specific message or can be affect feelings might be true, but it’s not necessarily the only thing to take into account. Making sure the color you use is appropriate for your brand is crucial as well. In order to have the right influence on your audience, it’s very important to determine and understand your brand personality since there are certain colors that can be linked to different traits. So, instead of focusing on whether a color will make you “feel” a specific way, think about how color aligns with the personality of your brand.
According to Psychologist Jennifer Aaker in her paper “Dimensions of Brand Personality” there are 5 core dimensions in the personality of a brand. Like everything, no one will ever be 100% one dimension only. Brands tend to be a combination of different traits. When looking at these different traits, think about what your Brand Archetype is and try to make a link to these same traits.
When choosing the right color for your brand, there are a few things you want to consider. First, think about whether the colors you’re using are appropriate and how people could react to what you’re proposing. This is mostly about common sense. You might want to analyze what your competition is doing since people prefer brands that are immediately recognizable. Most importantly, understanding the personality of your brand is essential. If you understand the traits that mostly dominate your brand, you will have an easier time defining the right color for you. Being clear about your brand personality will enable you to differentiate yourself and position your brand strategically.
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