Colour Personalities and Your Brand

By Carli English
A.K.A. Copy Commander

A big part of marketing is understanding how to evoke the right emotion in your target audience, subtly helping them connect to your brand. Colour has a way of affecting our emotions and holds significant influence over us on a subconscious level.

The feeling a specific colour creates is dependant on the market you are targeting. For instance, gender and cultural aspects change how people view and perceive different colours. When you understand how colours make people feel, you can utilize them more effectively as a tool for your corporate branding.

Here’s a quick breakdown of some of the positive and negative emotions colours can evoke:

Red – Power, Passion, Energy/Anger, Danger, Warning

Orange – Courage, Confidence, Warmth/Deprivation, Frustration, Immaturity

Yellow – Optimism, Warmth, Happiness/Irrationality, Anxiety, Caution

Green – Health, Hope, Freshness/Boredom, Envy, Sickness

Blue – Trust, Loyalty, Dependability/Coldness, Unfriendly, Unappetizing

Purple – Wisdom, Wealth, Spirituality/Introversion, Decadence, Suppression

Magenta – Imagination, Creativity, Transformation/Outrageousness, Impulsiveness, Eccentricity

Brown – Seriousness, Earthiness, Authenticity/Humourless, Heaviness, Dirtiness

Black – Sophistication, Power, Authority/Oppression, Mourning, Evil

Gray – Timelessness, Neutrality, Balance/Unconfident, Depression, Bland

White – Cleanliness, Clarity, Purity/Sterile, Coldness, Unfriendly

Colour Personalities and Your Brand

Because of the power colour holds as a design element, it is incredibly important for colour consistency to be maintained in brand standards. Think about it…people recognize your brand by the colour combinations! At TDG Marketing, our professional Graphic Designers build and work within your brand standards to give you marketing materials that not only look great but have a strategic purpose behind them!

How colours work together depends heavily on your target market and how they are used. Not sure where to get started? Contact TDG Marketing for your free, one-hour consultation and let us take the guesswork out of how colour should fit into your marketing plan!

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