The psychology of color in branding strategies

For a programmer accustomed to code, many times the color part can be far away from their work. Here we want to approach the psychology of color to see how it influences the viewer / final consumer. See how color plays an essential role in the design of any brand and / or product.

If you have ever embarked on the challenge of creating a website or an app on your own, you will have come across the question of color sooner or later: What colors do I use for my brand? And why this color and not this other one? Questions that have their answer when we get into the psychology of color.

First we will review some significant data about color (that can orient us a lot when we should use it), and then we will analyze some specific colors and their possible psychological functions when seen.

The influence of color in the world of design

Color and emotion always go together. In fact, each color produces a slightly different emotion. And a set of colors, too. The interesting thing is that, apparently, the colors themselves do not exist. It’s our brain that “paints” them by processing the spectrum of light.

This idea (that they don’t exist, but are the brain) allows us to better understand why they are subjective and why they convey emotion.

Now, if we focus on design, color becomes a fundamental element to attract (and maintain) the user. Every brand always has a defined color scheme. Take a look, for instance, at Getwith and its color scheme: it is clear and you can see it all over the web.

The choice of one color or another has a lot to do with what the designer wants to convey, and what he expects to receive in return from the user.

Based on these fundamental facts, we are going to review some data that will allow us to learn how to choose which color to use in each case.

Each type of color for each type of service

If a designer wants to convey sobriety, he or she will choose a more neutral color scheme, such as black-white. And if he wants to convey a fun-entertaining effect, he will surely opt for brighter colors.
If we are talking about products related to medicine, we will see how blue predominates in its variants, a color very close to calm and healing.

In essence, each color serves a purpose and it is convenient to know how to distinguish the various uses. The best way to learn them is to review the major brands: what colors they use according to their type of product or service.

Let’s review here some colors and the nuances they imply:

Blue

Blue is one of the colors you will see most in the world of product and service design. That’s because it implies security, peace, tranquility and, something essential: trust.

At the same time, light blue comes close to happiness and freshness, always more preferable than the muted tone of dark blue.

Black

In this sense, speaking of dark tones, black is much more useful than it first appears. Black brings sobriety and forcefulness. It also represents power and solvency. Many times it is used in tune with a secondary color

Pink

We now move on to a very controversial color. We will see it in abundance in the world of sweets. And although pink is often attributed to the feminine, statistics do not show that this relationship is true.

It is a color associated with fertility, joy, play.

Red

Normally, red is a color in tension. Red indicates a state of alert, or even a danger. That’s why red is used in design as an eye-catcher. In turn, it has the implicit meaning of passion and love.

In other words, it is a color that draws attention to something. It is good to use it, but it is not recommended to spread it in large surfaces. It is a highly emotional color.

Green

This color has a close link with the environment. You will see how many brands with eco-labels use this color to convey their values.

In addition, it is a natural and neutral color, producing confidence and comfort. If red flames, green soothes.

Women and men prefer different colors

Although there are men and women of all types and with all tastes, statistical studies show that women and men do not prefer the same type of colors. And they also show that there is unanimity regarding certain colors.
For example: both men and women think that the color blue is a favorable color for sight. On the other hand, both men and women consider orange to be unpleasant.

One difference between men and women is that men prefer bold, aggressive colors (bright red, or bright green) and women prefer softer colors (lilac, for example, and light blue).

Color allows a product to be more recognizable

Another important fact: when designing it is important to be easily recognizable. And this is not only achieved by the concept or the product in question: it is also achieved by using correct color schemes.
Take a look at the food industry, for example. Around almost all food products there is always a dominant color – usually the brand color – that ewrapsncapsulates them and makes them recognizable.