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Brand Color and Emotion – What Are You Trying to Say?

Brand Color and Emotion – What Are You Trying to Say?

Ok, ok, we’ve gone over the basics and the relationship between color and brand. While informational and important, what you really want to know is the personality of your brand and how you can use color to your benefit. I have excellent news for you, continue reading and you will get some insights. Don’t worry, we won’t make you take a test at the end.

First up – warm colors.

Warm color – what does that mean? When we discuss a color as having a warm quality, we mean that it is stimulating, exciting and suggests heat.

These colors:

  • Communicate optimism or ferocity depending on how they are used
  • Are associated with daylight and the sun
  • Advance off the page
  • Can increase your heart rate and make you breath more rapidly

Industries that use warm colors:

  • Retail
  • Fast Food
  • Healthcare Advocacy
  • Automotive/Transportation

The bottom line – warm colors are your go-to players when you really want to get psychological stimulation going.

On to our next subject – cool colors.

Feel that? The soothing, melodic feeling of complete comfort and ease? You guessed it! Cool color is at your service.

These hues:

  • Are closely tied with evening and nighttime
  • Visually recede on the page
  • Are known to calm and soothe
  • Inspire trust, sturdiness and masculinity

Industries that use cool colors:

  • Financial institutions
  • Law enforcement
  • Technology
  • Hospitality
  • Healthcare

The bottom line – if tranquility and trust are your goal, pull cool colors out of your toolkit.

And finally – neutral colors.

While these hues aren’t typically the star players in a brand, they are definitely hard hitters. These colors are timeless, beautiful and dependable.

Neutral tones:

  • Are associated with classiness and quality
  • Tone down bold colors
  • Are great for use in backgrounds
  • Coordinate with both warm and cool colors

Industries that use neutral colors:

  • Luxury cars
  • Designer clothing
  • Upscale establishments

The bottom line – neutrals provide a backbone to your brand and should not be overlooked.

Feel educated? We hope so. If you have any questions or would like to chat about color and brand some more, give us a call.

Lisa Higgins
Art Director for The Deciding Factor. Known to geek out over font trends and Swiss design as well as organizational processes. Other hats for the organization include project management, operations and team cheerleading. Enjoys being a mom and wife, spending time with her sisters, home projects and reading.