Using Analytics To Determine Your Brands Color

Choosing colors for your brand is the most important step when creating a style for brand. When determining brand identity, consider the emotional message you wish to send to your consumers. From marketing to e-commerce, to social media platforms and email campaigns, depending on color, you are sending a motivational message or setting a mood. 

It’s important to choose your brands color carefully. Consumers perceive and judge your brand by its style quicky. Just because it attracts you to it, doesn’t mean your market will feel the same way. Know your market and audience. Using analytics can help you determine what color is best for your market.

Colors have a psychological effect on us. Our brain gets stimulated by bright colors because it deepens our perception and helps unclog the thinking process. Whereas, pastel and opaque colors relax the brain sending the message of safety.

Here I discuss 10 basic colors and how they relate to personality types, styles, and traits.

White is the most popular color in marketing. it gives consumers a sense of cleanliness, signifying innocence, simplicity, and perfection. According to research, white is safest car color to drive.  If the color white draws to you, you may have having high standards and are brave.

Reds. The first words that come to mind are clearance and sale. Reds are more common with fast-food chains, erotic and bold marketing materials. Red is assertive and confident, though studies show too much red can increase heart rate, triggering aggression and danger signals in the brain. 

Pink is the universal sign of love and is the color of hope. Representing lightheartedness, romance and the feminine side. Most often relating to supporting the research for finding a cure of cancer.

Orange. Pantone announced the 2019 Color of the Year, Coral. Less intense than red, if you favor orange tones, you are probably a social butterfly. Team-building comes easy to you because you manifest positivity easily. In marketing, the color orange represents flamboyance and vibrance. it stimulates appetite, so it’s a good color to sneak in banner ads and Instagram post if your market is food. Plus, it’s eye catching.

Yellow. Stimulating, yet can be disturbing. Like red, it’s good not to over use yellow in marketing. Bright yellow symbolizes positivity whereas gold or dull yellow relates to traffic signs and school busses. Also related to jealousy, bees, sickness, and a shrewd and negative personality. If yellow attracts you, you have a creative imagination, a strong sense of humor and you are adventurous.

Blues represent a loyal and optimistic person. If blue attracts you, you are most likely a logical and analytical thinker, perceived to dislike controversy and too many details. Known for taking control during difficult times, blues strong suit is communication. Blue means wisdom and intelligence. From a spiritual perspective, blue represents rescuing. In the workforce; technology and medical markets.

Purple represents royalty, power, and creativity.  Related to healing, spiritually and awareness. Healers, massage therapist, and psychics often choose shades of purple. If the color draws to you, you may be a compassionate, supportive and understanding individual. Purple expresses mystery and dependability. It also expresses weakness, such as having a naïve sense, too trusting, and allowing yourself to being taken advantage of.

Green is a brilliant color. Symbolizing peace, precision, life and energy.  If you use green in marketing, you probably have an eco-friendly lifestyle or brand. Bright greens signify fertility and the environment, and darker greens signify wealth and achievements. Like bright yellow, green stimulates the brain, encouraging decisiveness.

Gray represent indecisiveness, but it also signifies a well-balanced person. Its meaning signifies a practical and conservative sense, having you perceived as dependable and comfortable in solitude. Gray doesn’t need attention like Red. If your style color is gray, it shows you are calm and well reserved. it’s timeless and sophisticated, but it’s important not to overuse gray. Too much dark gray can create a feeling of depression and sadness.

Black represents depth, transformation, and darkness while signifying secretiveness. Since the color black protects from external emotional stress, and gives an unwelcoming message, white would be your best choice as a secondary color, giving you balance in marketing. If you wear a lot of black, someone might perceive you as a leader or boss. Black might make you feel powerful and in control, whereas other colors might make you feel out-of-control, unfocused and lack confidence.

Colors are useful for analyzing markets, providing feedback, and giving us useful information to help understand situations, audiences, shopkeepers, and consumers. Testing your brands  color with analytical tools can help you determine what color is best for your brand's market. Based on the color choice of content shared, we can determine the impact our brand has had on consumers' mood, sales, and social media engagement. Clarifying our color style gives us a deeper understanding about who we are as a company, market and brand. Therefore, we want to make sure we are sending the correct message. 

Sarah SimplotComment