The Importance Of Color Psychology For Branding

25 January 2021

The brand design creation process always starts with colors. Colors are the first manifestation of your brand in visual form. They hold meanings for your brand and help you communicate to your ideal audience with minimum effort. Knowing the importance of color psychology for branding will take you one step closer to deeply connect with your color palette and choose colors that truly support your vision.

Color psychology helps your brand communication

Colors are the component of your brand board your prospective clientele will subconsciously connect with on a deeper level. We rarely stop and analyze a brand’s color palette just for the sake of it. Yet we can immediately sense many of the brand’s main traits (as well as its tone of voice or the topics it covers) just by quickly scanning a website or social media feed. Colors play a fundamental role in this, by influencing our perception of the brand and instructing us about its message.

Books to understand the importance of color psychology in branding for small businesses
Color psychology helps you position your brand and attract better clients

By choosing your brand colors with your target audience in mind, you’re allowing your color palette to position your brand within a certain niche, market and even price range. Colors can immediately instruct people about whether or not a brand was created with them in mind. No need for you to send wrong clients away. Your color palette can skim your clientele and only bring you the contacts you really want to work with.

Color psychology helps you connect with your ideal clients traditions

One of the most powerful strategies in branding is connecting with your ideal clients on a deeper level. Maybe on the same values and traditions you both share. When creating a color palette you should always consider the meanings of colors on a cultural level. Although most color meanings are universally accepted, different cultures might assign different meanings to the same color based on their traditions and history. If your color palette is able to respect and even leverage traditions and cultures, you can be sure your ideal clientele will soon start noticing you and deeply connecting.

The importance of color psychology in branding for small businesses
Your brand colors can set the tone of your communication

By playing with the meaning of colors and color psychology for branding, but also considering colors hue, saturation and brightness, your color palette can immediately set the tone of your communication. It’s not enough to select colors based on their meaning. You should also infuse your palette with the right atmosphere to match the field you work in. And dont forget your brand values and your tone of voice. If you can find the right balance between color meanings and the mood they recreate, you’ll be able to instantly welcome your ideal client into a comforting space that matches their aesthetic view and research. But not just that! Your brand colors will then accompany your communication with a coherent tone and mood.

Now that you know the importance of color psychology for your brand, what are the next steps? Time to craft your color palette and choose the perfect colors to match your brand! Check out my 3-steps guide to choose the right brand colors >

Giada Correale brand e web designer donna per business al femminile
Bonjour, hello!

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In this article:
Giada Correale brand e web designer donna per business al femminile
Bonjour, hello!

I'm Giada Correale, brand and web designer of Miel Cafè Design graphic studio. I design intentional and editorial brand identities and web designs for heartfelt women-owned businesses. 

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A creative atelier curating brand and web designs for women-owned businesses.
I design and curate intentional brand designs and websites to cultivate your idea and bring your value out there.