Did you know that color conveys meaning and messages without the use of words? Color has more power on people than we think. Research states that 93% of people will decide if they are attracted to a brand and make their purchase decisions solely based on the color of their branding and logo alone! With a stat that large, I would hope it would be in your best interest to choose a color that represents your brand and business the best! Color increases your brand recognition by up to 80 percent.
More often than not, small businesses choose colours for their brands based on their favourite colors or “what looks pretty” rather than choosing a color that best represents their business. For example, if you own a company where the main target audience is children (i.e. children’s clothing or toy store), try choosing primary colors. If you observe the color of children’s toys and books, you will notice that a lot of the time primary colors are used, as this is what young eyes are drawn towards. Poor color choice can negatively change the meaning and impact of your business and the message you are trying to convey. You may have great content, but with a wrong choice of color, you’re taking the risk of trading in being recognized for being ignored. Nobody wants that!
In part one of The Power of Color in Branding blog, I am going to quickly review the basic colors and how they are made. Many of us will remember learning these principles in the early years of our education, but it never hurts to review! In the second part of this blog (coming soon!) I will explain the meaning of different colors, go over the colors that some big brands chose for their branding, and provide some resources to help you choose the best color palette to suit your needs and to state your message clearly.
Here we go!
I’m sure we all remember learning about primary colors in our early years of school. Primary colors consist of red, blue and yellow. These are the three colors used to make up all of the other colors.
Secondary colors are created using the three primary colors. Secondary colors consist of purple, green and orange. On the color wheel, secondary colors are located between two primary colors. The following primary colors are mixed to create the secondary colors:
- red + blue = purple
- blue + yellow = green
- red + yellow = orange
Tertiary colors are the “two-name” colors. These can include red–purple, red–orange, yellow–green, etc. Tertiary colors are created by adding more of one primary color than the other thus creating not a true secondary color. Tertiary colors are closer in color to the primary color.
Pure colors are primary, secondary and tertiary colors without the addition of white, black, or a third color. Pure colors are bright, intense and happy colors. Think children’s toys, daycare decor, summer accessories, etc.
When you add white to a pure color, a tint is created (pastels). These colors are lighter and paler compared to pure colors.
Like tints, but adding black to a pure color instead of white. These colors are darker and more dull compared to pure colors and tints.
When you add gray to a pure color, you create a tone. Often you will hear people say “That color needs to be toned down”, meaning it is too bright and too intense.
Check out the color wheel below to see the placement of primary colors, secondary colors, tertiary colors, pure colors, tints, shades and tones!
Like I said earlier, in part 2 I will explain the meaning of different colors, discuss the color palettes of some big brands, and provide some resources to help you choose the best color palette to suit your needs and to state your message clearly. Stay tuned!