Businesses require a visual identity for audiences and customers to associate products and/or services with. That visual identity takes on a color scheme. Some brands share the same color scheme but have completely different reactions from their respective audiences. So how are you coloring your business?
Colors can bring out positive or negative perceptions from people depending on how they’re presented. So far we’ve covered the colors red, green, and yellow. Moving to the next in our The Psychology of Color & Your Business blog series? Blue!
The color blue didn’t get it’s own name for years. In Greek texts, there’s no mention of a word to describe blue and when the English language rolled out, blue didn’t get its name until after red, yellow, and green.
There are some interesting theories about why this is, but that’s an entirely different topic. It was about 6,000 years ago that civilization started to develop blue pigments. Blue was a luxurious color for ancient Egypt and when they started distributing the pigments, it cost a pretty penny.
Just as any other color, it was assigned meanings. Because the Catholic Church had saints in different colors and Mary wore a blue robe, blue was seen as an innocent and trustworthy color. After World War II, that’s when we started seeing the association of blue as a gender specific color representing boys.
But what does it say about your brand or business?
Let’s start with the basic questions:
- What first comes to mind when you think of the color blue?
- What’s the significance of blue in conjunction with your brand?
- Referring back to the first question, will the color blue evoke the same reaction from your audience?
These questions can apply to any color. With that in mind, consider the following.
Are you going with blue because it is the most peaceful, serene color?
Are you going with blue because it is associated with a body of water?
Or are you going with blue because you simply love it and it’s an absolute must to the soul of your brand?
Again, colors have heaps of meanings with some being positive and others being negative.
Let’s use a branding client from LOVET AGENCY as an example.
For Relativity Studios, blue is used as the main color to their brand’s color palette. With its focus being in Mobile AR (augmented reality), there’s a high level of professionalism involved. This may be a shocking tidbit of information, but the color blue is the preferred color in corporate America. With the blue having a gradient of dark to light blues, it touches on the sense of thoroughness and expertise.
On the flip side, blue can also express strong, negative feelings. If you look at the emojis on your mobile device or various social apps, you’ll find a few of these guys that are clearly troubled and the blue gradient is used to convey that.
There are a slew of meanings that are represented often by the color green. Let’s break down the positives and negatives.
|MEANINGS OF THE COLOR BLUE|
More to come from The Psychology of Color & Your Business! What color psych walkthrough would you like to go through next? Are there any single colors or paired colors you’d like to get a breakdown for? Leave a comment below and stay tuned!