The importance of color selection in your branding can’t be underestimated. In my previous blog, I discussed the colors blue, red, yellow, and green and how they are perceived. This time, I’d like to focus on pink, orange, purple, and brown.
Depending on the shade of pink depicted by its value or intensity, it has diverse mood swings as it is still a part of red but is riskier because the shades are perceived as faddish – they don’t age as well as red. Pink also is associated with the female gender and evokes a variety of emotions when you look at each shade individually. It’s an excellent color choice for certain areas such as health care products, cosmetic products and facial salons, spas or product packaging in any of these businesses. Despite the fact that pink isn’t as popular of a color choice as its mother color red, it is now starting to become a more trendy color in the design world and marketplace. Companies that use pink are: T-Mobile, Barbie, and Susan G. Komen.
Temperature-wise, orange is seen as the hottest of all colors. In its most vivid intensities, it is perceived as a color that shouldn’t be taken too seriously. It’s seen as playful, happy and childlike. Orange along with red and yellow have been shown to exert a measurable effect on the appetite. Peach, apricot, coral, and melon are soft shades, which are pleasing to the sophisticated and very appealing to the upscale market. Bright fluorescent orange is the most disliked color. However, it does have its advantages as it is highly visible at point of purchase. Companies that use orange are: Home Depot, Amazon, and Payless.
Purple is a glorious yet complex color and is often preferred by very creative and eccentric types. It can have many meanings, from contemplative to regal, depending largely on the background and cultural heritage of the viewer. It is a blend of the excitement and sensuality of red and the tranquility of blue. The presence of red within the hue is a great attention getter, yet the presence of blue keeps purple a bit more controlled. Royal purple also is viewed as regal and majestic, so the perceived value of deeper purple products is greater than with many other colors. This is especially true in European markets or for people with European backgrounds or sensibilities.
Just as pink is the diluted version of red, lavender is the softer side of purple. At one point in time, it was thought of strictly as an old fashioned or little old ladies’ hair color, but it’s no longer strictly associated with old age or for women. It now is widely accepted in the fashion industry for every age and gender group. Companies that use purple are: Yahoo, Hallmark, and Welch’s.
Brown is the ultimate earth color associated with hearth and home, substance and stability. Historically, brown is revitalized in cost-conscious periods because of its association with down-to-earth durability. More than any other color, brown must be thought of in terms of usage and context. The various tones of brick, tan, clay, and terracotta are seen as the most rooted, protective, and secure of all shades because they are connected to the earth. Some consumers relate to brown as dirt or dirty, not a pleasant association. More recently, brown has earned greater visibility and respect due in large part to the popularity of coffee shops and brown leather. The color brown gives reassurance. It is quietly confident but never the life of the party! Brown does not seek attention – it prefers to stay in the background, allowing other colors around it to shine. Companies that use brown are: UPS, Hershey’s, and A&W.
The right colors for your company’s branding are an important choice that will communicate a message, whether spoken or unspoken. Be sure your branding is telling your clients the story you want them to hear!