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The importance of colour in branding

A new business has a lot of decisions to make before they announce themselves to the world. Of course, there’s all the legal, behind-the-scenes stuff that must be in place, but once your business is ready to make its mark on the world, there are some front of house decisions that have to be made.

The branding of your business is paramount to its success. There’s a lot at stake when it comes to how you brand and market your business and a lot of it is down to colour.

There has been much discussion about the psychology of colour and how people perceive certain colours; how they relate to them and what kind of reaction they evoke. This colour emotion guide, courtesy of The Logo Company, shows how generalisations are made regarding how people relate to brands and colour:


In reality, personal preference, experiences, culture and a myriad of other factors play a massive part in how individuals are effected by certain colours. However, there are broad patterns and messages that can be found in colour and perceptions of colour.

Research has found that when people make snap judgements about products, 90% of them can be based on colour only. Of course that’s depending on the product but it’s not a figure to ignore and highlights how important colour choice is for companies and their branding.

Furthermore, studies have shown that consumers assess the relationship between brands and colour by deciding whether or not the colour fits what is being sold. Is the colour appropriate? So in this sense, it pays to predict customer reaction to how appropriate a colour is in relation to a product or service rather than focusing on the colour itself. Building on this, you can work with colours that play to specific emotions. For example, if a health food shopper buys a specific type of bread because it makes them feel healthy, you can tailor your colour choice to complement this feeling.

Colour also informs consumers about the personality of your brand. Are you cool? Fun? Professional? Reliable? Creative? You need to know how you’re being perceived and whether it’s the right perception! If people are perceiving your brand in a way you don’t like, it might be time to rebrand.

If you’re looking for a company that can complete high quality web design in Manchester; displaying your brand the way you want, then contact us at VisionSharp today.


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