What Brand is Your Color? Color Psychology & Brand Personality

Brand is an articulation of any business for the consumers to understand and relate. In the back stage, companies are complex business strategies, functional processes, evaluated inputs and measured outputs, which if presented on stage as is, might be too much for consumers to grasp. Branding is a casket of prepping exercises like direction, content, props, presentation and emotion that makes the back stage chaos meaningful and enjoyable for the audience (read consumers). This analogy also fits well in explaining the importance of the visual appeal of a brand that one is putting out there for the consumers. Since color is among the fundamental visual stimuli for humans, its involvement in formulating a successful brand image remains imperative.
Color psychology is the study of different hues as a determinant of human behavior (source: Wikipedia). Based on studies and research, it is quite evident that different colors evoke different emotions in human beings. In 2015, internet was stirred by the picture of a dress which had the online world divided over whether it was blue/black or white/gold, remember? While the argument was put to rest when it was revealed that the dress was in fact blue/black in color, it opened a new realm of discussions on how colors, like brands, can be perceived differently by individuals. But it was long before this online phenomenon that companies focused on color psychology while creating their brand image for the consumers.
One of the most exciting brand exercises for marketers is to define a brand’s personality. As per a study by Stanford professor Jenifer Aaker, there are five different core personality dimensions that we can associate with a brand, these are: Sincerity, Excitement, Competence, Sophisticated and Ruggedness. Each of these personality traits are a character sketch comprising of traits and emotions. For example, a brand with a sincere brand personality must evoke a feeling of honesty, expertise and clarity in their consumers using all or most of its brand entities. This being one piece of the puzzle, every color in turn is related to a representation of some of these traits and emotions in the human mind. Thus, connecting the two pieces of brand personality and color psychology one can bridge their way to the consumers’ psyche and mold a
brand identity.
Ever wondered what MC Donald’s, KFC, Burger King, Pizza Hut, Wendy’s and Domino’s Pizza have in common apart from being the top fast food brands across the world? It’s the color RED in their logos.

Food-logos

 

Studies show that color red is associated with feelings like excitement and energy in humans. Red color can increase your heart rate causing fast combustion and thereby stimulating hunger. Now, one may argue the actual impact of the color red in these logos in making one hungry but it surely doesn’t seem like a coincidence either. The color green for example is most soothing to the human eyes as our eyes are most sensitive to that color spectrum. Naturally it triggers the sense of freshness, cure, health and natural in our minds. So, if you are the best landscaping company in the town, OR the retailer of freshest produce, an obvious choice of logo color for you is green. Whatever the approach, color is a defining element of your brand and that is because there is a brand in every color!

This post was featured as an article by Jaipuria Institute of Management in the 8th Edition of the annual advertorial Jaipuria Times:

WhatsApp Image 2018-11-28 at 9.06.22 AM

Β