The Psychology of Color

The Psychology of Color

The Psychology of Color

Color surrounds us in every moment, affecting the way we exist in our day to day life. Imagine stepping into a living room bathed in warm sunlight and shades of burnt orange. The floor is carpeted a soft, creamy white and the plants in the corner provide a splash of green to accent the space.

January 10, 2023

Words by Marbury Team

Photo by Nicole Mason

Color surrounds us in every moment, affecting the way we exist in our day to day life. Imagine stepping into a living room bathed in warm sunlight and shades of burnt orange. The floor is carpeted a soft, creamy white and the plants in the corner provide a splash of green to accent the space. There is a fireplace in the center that flickers with deep reds and pale yellows.

How does your body feel when you envision this space? What emotions are elicited? How does your mind react?

If you’re like most people, this image conjured up a sense of comfort, maybe even nostalgia, as you were reading. The color orange created a feeling of warmth in your mind, which you then associate with fire and blankets and leaves in autumn—all things that we typically perceive as safe and comforting. It only took a moment, and a couple flashes of color, for your brain to connect these threads and dream up a story.

This is the power of color.

When trying to discover the most effective color for your brand, it’s important to go beyond asking “what looks nice?” and begin asking “what do I want to make people feel?

 

This same process, the subconscious threading together of information, happens every time someone is exposed to your brand. That’s why it is crucial to have an intentional strategy for every element of your design, especially color. The hues you use are often the first thing that your target audience will perceive, and they serve as the foundation for the rest of your story to unfold.

When trying to discover the most effective color for your brand, it’s important to go beyond asking “what looks nice?” and begin asking “what do I want to make people feel?”

Start by understanding the specific emotions, sensations, and thoughts that you want to inspire within your ideal client. From there, determine what colors they associate with that feeling. This part requires an in-depth understanding of the audience you’re serving and the experiences that they hold. While yellow generally elicits joy and optimism, it may embody something entirely different for your unique demographic. Context matters when it comes to utilizing color—know your audience, know your intention, and know the story you’re trying to tell.

It’s also important that you’re familiar with your brand’s personality. An energetic, humorous, and lighthearted brand could do well with a striking magenta or bold yellow. For more reserved brands, you may want to stick to a gentle and subdued color palette that reflects your identity. Avoid forcing yourself into a color family that doesn’t feel comfortable, true, or authentic for the sake of standing out. Be who you are and express that with confidence; your audience will feel the difference.

Interested in learning more about building a brand identity that mirrors the values, desires, and intentions of your company? Here are a few ways we can support you:

Brand Advisory Session—A 1-hour, one-on-one Zoom session where we’ll examine your current challenges. This can be anything from audience identification, to building your offer architecture, to focusing your marketing efforts. Together, we’ll craft an actionable next-step plan to alleviate your pain points and move towards the direction of your goals.

Brand Strategy—A 3-week container in which we pull back the lens and think big picture. We’ll work together to unearth your values, craft your vision statement, create your ideal customer avatars, position you in your market, distinguish you from your competition, identify your USP, uncover your brand archetypes, and more.

Signature Brand Identity—A 12-week container in which we guide you through a fine-tuned process that results in a brand strategy, brand identity, comprehensive style guide, and digital collateral to help you launch or relaunch your brand with ease. Upon completion, you’ll become a Marbury VIP with access to our VIP Day service.

Get in touch to get the conversation started. We look forward to curating your vision and supporting your growth.

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