In our last post we uncovered some of the ways you can use color to increase the functionality of your site.Â Today, we are going to go over a more common topic in color research-color for your brand image.Â Every color in the spectrum will have a specific effect on the human mind and make an important and lasting impression on your potential customers.Â In this article we hope to give you a better understanding of the importance of color considerations when developing your brand.Â You will be able to get started manipulating color to promote your brand with colors that reveal the integrity, disposition, and personality of your company.
Every culture has different values, and colors are reflected in their values.Â If you are branding in Singapore or San Paolo or to a specific sports team for instance, we recommend you do a little research on the meaning/history of colors in the culture you are selling to before you begin your project.Â In the western world color sentiment is usually depicted as follows:
Your site should use multiple colors to assist in brand meaning and identification and for ease of navigation. You should choose a predominant color or two for your brand and your site and use complimentary colors for your navigational elements. Car companies have spent millions on color research, so let’s take a look at what color schemes they use to reflect their brand image.
Audi is a premier luxury car brand.Â They are using red, black and grey to encourage a feeling of sophistication, opulence and even danger and passion around their image. The Audi Logo is silver with Red copy.Â If you search online for car brands, you will find that upwards of 80% of them use this exact same color scheme.
Toyota Prius uses white, blue and green as the primary colors on their website. These colors give a person shopping for cars the automatic feeling that the Prius is pure, “green,” and stands by the importance of nature and serenity. Since Prius is the most poplar electric car on the market, we know that they are using these colors effectively to touch people looking for a cleaner more earth friendly vehicle.
Subaru is taking a chance on their site and using orange to reflect the importance they put on adventures, fun and exploration. Subaru’s automobiles are generally four wheel drive utility vehicles, so this image makes sense for them.Â Notice how orange does not overwhelm the webpage and is used in conjunction with black.Â The two color approach does not exhaust the eye and also gives the audience the feeling that the brand is high quality and dependable.
1. Know Your Market
Are you trying to sell Jerseys to the marketing director of the Detroit Lions? Then make sure you brand to them with silver and blue.Â Is your target audience in Asia?Â Consider the importance of red and what it communicates to your audience.Â Is your website targeting an Irish Audience?Â What do orange and green say about your brand in that context?Â Are they young? Old? High income? Low income? Male or female? Upper class, middle class, creative class? As with any marketing endeavor, consider your audience first.
Not sure how your audience will respond to a specific color scheme?Â Do qualitative and quantitative analysis.Â Color should not be one of the primary things you research on your site, but you should make sure you are using a color scheme that your audience is receptive to, and that your navigational elements are obvious to your site guests.
3. Not All Colors Are Created Equal
Some colors are a lot easier to work with than others.Â Unless your brand is going to be funded with millions and millions of dollars, or wants to stand out as the black sheep of your industry, stick with safe colors. Purple and orange will never be received as graciously as blue, beige or green.
How did you choose the colors for your logo, marketing materials and website?Â Are you still trying to decide? If you need assistance in any aspect of properly using color on your site, we have some well researched and tested solutions for you.