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Colour psychology for branding - is it a good idea?

liziriehl

There are many approaches to choosing a colour palette for your brand. An overview of your competitive landscape is an obvious place to start. Colour psychology has also been around for a long time and is still going strong as a theory across many types of design - from interiors through to corporate branding.


So, should you think about colour psychology when choosing your brand colours? The first point to make here is that choosing colours (plus font, imagery, styles) is a long way down your brand development process. If you're at the start of thinking about what your brand stands for, put those colour swatches down. Jumping into design is a sure fire way to cause immense indecision, re-working and possible alienation of your target audience.


Let's assume you have done the ground-work and have a clear understanding of who you are, what you offer to your customers and your place in the market. You understand your values and what is special and unique to your business. It might be that you have a visual identity that you want to evolve or modernise, or perhaps you're starting from scratch. Either way, understanding the four colour seasons can be a very helpful start in editing your choices down.


I'm not going to go into full detail of what the colour seasons stand for here as a quick search on Pinterest will give you as good an introduction as words can explain. Simply search for 'Colour Psychology Spring' (Summer/Autumn/Winter) and you'll start to get the picture. There is plenty of further reading on the topic which I'll post about soon for anyone who is interested.




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