Colour and Your Brand

What is Colour?

In the seventeenth century, Isaac Newton experimented with prisms, light and colour. Up until that point, people had thought that a prism was able to add colour to light passing through it, but Newton showed that in fact, prisms break down white light waves into separate waves of varying length, the longest wavelengths being perceived by us as the colour red, and the shortest as violet.

Newton proved that light is made up of various colours that can be divided, by projecting red, orange, yellow, green, blue, indigo and violet lights back through a prism to illustrate that they then merged and turned into white light, thus proving to skeptics that his theory was correct.

On a fundamental level, then, Newton had recognized that light consists of electromagnetic waves from a light source, such as a candle or the sun, and that these waves are varying lengths. They are the only ones visible to the human eyes, and we now know they are sandwiched between infrared rays, gamma and X-rays on one side, and ultraviolet and radio waves on the other.

Trivia Break: Did you know that butterflies can see ultraviolet (and humans can’t)? UV light apparently is useful for a butterfly’s navigation.

Colour Theory

Advertising your Product

What is colour theory? It is about the application of colour: the effect of colours on different audiences and age groups, and on various cultural groups. It is even about the effects of colour in certain decades, for colour can reflect the mood of the times. Colour choices are important to consider with regard to your brand. To help with that, we have useful tools such as the colour wheel, which shows primary, secondary and tertiary colours. The wheel can be useful for viewing complementary colours: each colour’s complementary colour is opposite in placement on the wheel; for example, yellow’s complementary colour is violet.

 

Advertising is all about aesthetics and attraction. Whatever your product or service is, the sole purpose of advertising is to attract consumers. A successful campaign includes effective branding, and colour is an important element of your image. What is your product? An educational service like language classes? A family-oriented product such as insurance? Is it a collection of gifts, food items, teen fashions, reading materials, electronics, vehicles? Products and services can be reflected in the colours used in branding and marketing. Various colour schemes relay specific messages, depending on variables such as combination, hue saturation, quantity and placement.

Colour and Mood

Colour influences our behaviour and perception. Colour psychology is partly affected by age, gender and background; however, there are many universal reactions to colour as well. When you look at colour in relation to marketing your product or service, think about the effect of colours on mood. See the common colours listed below, and bear in mind that usually, a combination of two or more colours will result in the desired mood for your audience.

Yellow is extremely eye-catching and is one of the first colours the brain picks out. Because of this, it is attention-grabbing, but must only be used sparingly, for too much yellow is tiring to the eye. So – in small quantities, yellow is a good choice. It is an energetic and positive colour, bringing to mind new beginnings such as Spring, or perhaps “Taking the First Step.” Yellow is sunshine. Yellow is cheerful. Used in small quantities, it can be an effective supplementary colour.

To convey an aura of luxury, choose purple. It is elegance personified and appeals to women, especially, due to its rich and high quality feel. Purple can be used to attract buyers to high-end items and also, conversely, to give a sense of quality to cheaper products when used in the right way. It has been found that teenage girls respond the most positively to purple.

One of the most powerful colours, red hits you between the eyes with its vigour and energy. Just about everyone likes red, from babies, who respond to red before any other colour, to children, who choose primary-colour toys over pastels, and adults, who respond to it with passion – both love and hate. Red portrays strength and power; thus it is very useful in the advertising world. It is often used in marketing food and restaurants, because is it considered an appetite stimulant.

Think nature, think health, think tranquility. As well, think success. In our world of today, green portrays harmony, for it is easy on the eye; for this reason, pale greens are often found on hospital walls and clinics. As well, there is a firm association of green equaling environmental and organic goods, as well as fertility. On the other hand, green connotes financial power and money; therefore, shades of green are useful in branding for such business as insurance, investment and related services.

Trivia Break: Traditionally, in Scotland the Highlanders wore green as a mark of honor; hence it is found in many tartans.

Blue is sky and water, and therefore serenity and calm. It also hints at meticulousness and intellect. Dark blues can sometimes illustrate sadness, but many shades signify elegance and a business-like or sensible approach. It is interesting that many school uniforms include this colour. Blue is a favourite, both by itself and in combination with other colours.

Worldwide, pink equals the feminine principle. It is attractive and is associated with love and romance. Too much pink can be emasculating, but it is a calming colour and a big hit with women and girls. Deep shades of pink, such as fuschia, can say Strength, and paler pinks emanate softness, gentleness. Used in conjunction with black or green, and depending on layout, pink can be a perfect addition for specific kinds of branding.

This is the warmest hue of the colour wheel, but without red’s occasional association with negative emotions. Like yellow, orange can be overbearing if used in large quantities, perhaps because it mimics the flame of a fire.  Orange represents invigoration and, in combination with other colours such as grey or white, can be very effective for the right product.

Of course, black can signify solemnity and death. Remember, “death” can mean the end of something old and the beginning of something new: the discarding of unnecessary habits for a new beginning, for example. Black can also indicate negativity in a positive way – and yes, that is a deliberate oxymoron. Black contrasts well with bright colours and can make them stand out. Black is good for indicating formality and a business-like approach.

Symbolizing purity, cleanliness and goodness, white is most thought of in advertising as “white space,” which means giving plenty of room to elements that need to stand out. As a colour used in branding, it is a good complement and, like black, it can help other colours stand out. White is effective in logos, especially as “negative” space.