A solid visual brand image is a formidable force. It might help you stand out in a crowded market, explain who you are, and finally persuade others to connect with you. Colour is one of the essential criteria that firms and marketers consider when deciding on a brand. They are an important aspect of your brand's visual identity. Yes, colour is a powerful weapon when it comes to developing a company's logo and brand name. It may impact a company in good and bad ways depending on how you utilise it.

Colour is essential in marketing. They are crucial when establishing your company's branding and logo. This is due to the fact that these are among the primary things your customer base thinks about when they think of your brand. It has the potential to influence consumer behaviour. Since they have the power to produce distinct moods, they may trigger various feelings and influence us in various ways. Thoughts and feelings are powerful and can even influence decision making.

Types of brand colours

Brand colours are classified into two types:

• Primary brand colours
  are the primary, consistent colours used in all visuals, publications, signs, and other items. What hue comes to mind when we mention Coke-Cola? Red! Isn't that right? This is due to the Coca-Cola Company's primary brand colour, red, which is utilised consistently and frequently in all of its marketing. They are vital to the visual identity of the company and seldom change. The logo is intrinsically tied to the primary brand colour.

• Secondary brand colours
  are used to complement the primary brand colours. These colours are more regularly altered and match branding, marketing strategies, and goals. They can be used on your webpage, social platforms, and packaging, but not more than half of the design.

Here's an outline of colour psychology and the feelings or pictures that they may bring to your business branding services.

White

This hue represents purity, virginity, innocence, kindness, and brightness to everyone. It truly is the hue of perfection. It's basic and light, and other colours pop against white. It is appropriate for technological items, philanthropic organisations, hospitals, medicinal products, dairy products, and low-fat meals. However, brands cannot use only white since it does not stand out. Too much white, on the other hand, might appear harsh and chilly.

Red

It is said to be hot because it is full of fire. It represents youthfulness, power, danger, love, desire, and passion. Many brands of automobiles, games, food, and beverages linked with sports and intensive physical activity utilise the colour red. Incorporate red in your branding when you want people to take action, feel driven, or be hungry.

Yellow

Food is related to the hue of pleasure, vitality, intellect, and joy. It is the hue of fresh thoughts and curiosity. However, it may be overwhelming if it is too much or too bright. It is the hue used by manufacturers of children's items. It also works nicely for recreational products. If your brand is generally good or you sell a lot of discounted items, use yellow in your advertising.

Blue

It represents trust, depth, solidity, loyalty, confidence, knowledge, intellect, honesty, faith, and eternity. It improves people's moods and produces a sense of tranquillity. Banking institutions, social platforms, communication channels, technology, and education are all affected. It is also effective for high-tech items. Use blue if client trust is an essential component of your business. But be cautious: Some blues might appear frigid and institutional.

Green

Nature's hue represents freshness, fertility, growth, and harmony. It is often connected with money. Green and white complement each other well. It is upbeat and nurturing. Many businesses utilise green for their healthcare items and pharmaceuticals since it also implies safety. If your product or service is associated with wealth or health, consider utilising green in your brand requirements.

Orange

This hue is connected with sunshine, happiness, and the tropics. It symbolises creativity, joy, excitement, eagerness, attraction, determination, encouragement, stimulation, and success and is appropriate for toys and food. Consider orange if you want to evoke sentiments of optimism or confidence or if your brand is aimed at a younger demographic. To prevent overwhelming onlookers, it is frequently coupled with white detailing.

Purple

This represents royalty and is linked to ambition, luxury, aristocracy, and power. It represents power and luxury. It works great for feminine and children's items. Purple hues have been demonstrated to help soothe anxiety and balance the mind. It awakens the imagination and inspires by combining the fire and strength of red with the spirituality and integrity of blue.

Black

Shades of black and grey are recommended for a clean and modern design to signify strength, elegance, and formality. These colours can also represent authority and power. It may make other colours stand out when utilised to create a photography or art gallery. Black stands out the most against other colours in marketing brochures. However, it should not be used as a backdrop on websites since it makes them difficult to read.

When it comes to colour in marketing materials and brand design in Australia, you must test the colours in all business areas, from the company logo to your website to branding. Here are some pointers:

• When utilised across an extensive area or on a regular basis, bright, brilliant colours can induce squinting and headaches. Use these colours sparingly and in conjunction with neutrals.
• When viewed from a distance, high-contrast colours perform effectively. Use contrasting colours in your business signs and large-group presentations.
• Look at typical colour schemes if you're unsure what colour combinations work well together.
• Look at websites you enjoy and notice the colours utilised and what drew your attention.
• Never combine complementary hues at the same time. Complementary colours are those that are opposite one another on the colour wheel. Yellow and purple, for example, or red and green.
• Different colours might entice different types of customers. For example, red/orange and royal blue appeal to impulsive purchasers, but teal and navy appeal to budget-conscious customers.

Keep in mind that various hues appeal to different types of buyers. While hues like royal blue, crimson, and orange might entice impulse buys, others like navy and teal entice budget-conscious customers. The colours you choose should reflect the emotions, personality, and relevance that you desire your brand to convey. However, you will also need to evaluate your competitors to determine which colours distinguish your brand.

Many marketing experts and researchers have spent a significant amount of work harmonising brand colours with messages that consumers hear. Colour, on the other hand, is entirely dependent on subjective impressions. However, the established psychological impacts can still be used to entice buyers. So, have you decided on the colour of your product's packaging yet? What about the logo? Do you believe it reflects the personality of your brand? Which ones do you want to use on your brand new company's website? Before acting on your intuition, be sure you have done your homework. You can even take help from branding agencies like ours.