What is Color Theory, and how does it impact how your brand is seen?

Color theory, or color psychology, is a topic we’ve wanted to talk about for awhile. It’s the idea of how particular colors can effect not just the way people perceive your brand, but also the way they interact with it.

Color is an element that is easily memorable, and your color palette helps determine whether you blend in with your competitors, or stand out in a sea of them! Color is often one of the first things visitors notice about your brand, and it plays a critical role in their first impression of your business — well before they read your text, study your logo, or understand what you offer. You can actually target your ideal audience by using specific colors! By consistently using brand colors you can improve recognition.

But it’s not just brand recognition that a color palette contributes to…

Our emotions influence how we buy. It’s important to choose your colors wisely, and consider your environment, who your audience is, and what emotional response you want them to feel. Different colors evoke different emotions, which can subconsciously impact purchasing decisions. Understanding color psychology allows you to strategically choose colors that align with your industry, values, target audience, and desired brand message.

For example, our color palette (shown) consists of muted, earthy hues inspired by sunny beach days, salty seas, and tropical palm trees. Though these are five unique shades, they compliment each other and attract our specific audience — brands in the travel and hospitality industry, particularly those who are inspired by nature.

While the meanings of any given color is not set in stone — each has hues and variances that can significantly change the desired emotion — here are some common examples.

Red

Often used by food and beverage companies, red represents energy, passion, excitement, and hunger. But be careful with this shade — it’s also known to mean danger.

Example: AirBnB, Marriott

Pink

Hues of pink can signify femininity, romance, or playfulness.

Example: Lyft

Orange

Orange is often used by brands that want to inspire action. It stands out, especially when paired with blue. Orange is often associated with creativity, enthusiasm, friendliness, and vitality.

Example: Kayak

Yellow

Yellow evokes feelings of warmth, creativity, fun and optimism. A cheerful, sunny color, it quickly captures the viewers attention.

Example: National Geographic, Spirit Airlines

Green

Common with brands in the health and wellness industry, as well as those passionate about environment and sustainabiltiy, green symbolizes nature. It is also commonly used to represent growth and wealth.

Example: Tripadvisor, REI, Starbucks

Blue

Blue signifies trust, balance, tranquility and calmness. With many of our clients being travel companies, travel agencies, or outdoor brands inspired by the ocean (again, coming back to environment), this is a hue we work with often.

Example: Lonely Planet, United Airlines, Virtuoso

Black

Often used by luxury brands, black signifies status, sophistication, power, and drama. It’s often implemented into modern or minimalistic brands.

Example: Condé Nast Traveler, Uber Black

White

White is a clean slate. It represents clarity, simplicity, and transparency. Many brands use white as their background, when a light neutral isn’t a good fit.

It’s not just colors, though, that contribute to emotions. Another aspect to consider is light versus dark. For example, a dark and moody moss green can be a wonderful color for a boutique hotel that wants to create an intimate, exclusive atmosphere. Black isn’t the only shade that can portray a sense of luxury — light beige is often used by high-end brands as a neutral. A sky blue can conjure lighthearted feelings of wanderlust, while a deep navy can feel grounding or classic.

Hopefully this gives you a good place to start. But if it sounds overwhelming, don’t worry, that’s exactly what we’re here for! Our tried-and-true brand discovery questionnaire asks our clients specific questions, which we use to develop a color palette suited to your business!

What questions do you have about color theory? Leave a comment below!