In my free email course #COLORCOURSE, one of the things that we discuss is color psychology and how colors can affect brands and their marketing strategies. It’s a really cool subject, and I loved talking about it with you guys.
(P.S. if you haven’t already taken the free course, I definitely recommend that you sign up!)
The takeaway from that lesson on color psychology is that colors mean something to your audience. Whether you realize it or not, colors have strong associations in our societies.
Just think of all of the random things that colors “mean” to us — green is healthy, earthy, greedy, jealous, and rich; black is sexy, luxurious, evil, sad, and dangerous. Those are just a few examples of the hundreds of color associations that our minds make on a daily basis.
When you are thinking about your brand and what you want people to associate it with, did you take color into consideration? Whether or not your brand’s colors mean anything in particular to you, they certainly mean something to your audience!
What Do Your Brand’s Colors Mean to Your Readers?
If you’re trying to attract readers, customers, or clients, how you brand yourself is really important…and the colors that you choose to be a part of your brand can have a big impact on how your potential audience members see you.
For example, right off the bat, one of the first things that we associate with the color red is “stop.” If one of your brand’s colors is red, that might be something to consider.
Red also implies sexiness and lustful feelings…which could mean that a customer sees your brand and wants your products! Or maybe red puts them off and makes them hesitate when they come into contact with your brand.
Either way, using such a strong color in your branding is not to be taken lightly! Always think about all of the associations that someone could have when viewing certain colors that you use, because not taking those feelings of your viewers into account could be costing you!
How and Where Are You Using Your Brand’s Colors?
It’s also a good idea to remember all of the places that you will use your brand’s colors. The 5 or 6 that you choose to be part of your color scheme are not just relegated to your logo!
For example, if you are taking advantage of email marketing and have sign-up forms throughout your website, what color do you use for the “sign up now” button? First of all, it should definitely be one of your brand’s colors, not just something random! So, when you’re creating your color scheme, make sure to think about what you want that “action color” to be. What color should always be on that sign up button? What color will you use when you want people to click on your links or make purchases?
Keep in mind while we’re talking in this post about vague colors like “red” and “black,” there are thousands of colors to choose from, each of which belong in a certain color family. Colors that are similar to red (like maroon, burgundy, or even pink) might have similar associations to the typical “red” that we normally think of.
This allows you a lot of creative power when you’re picking your brand’s colors, as there are so many options to choose from that will each inspire your audience to think or feel all sorts of different things!
Brands with Successful Color Schemes
Let’s look at a few examples of successful color schemes by popular bloggers in the blogging + business niche.
In these three examples, you can easily see that Helene from Helene in Between, Halley from Evolve and Succeed, and Melyssa from The Nectar Collective all have wildly different color schemes…but they are each very successful in their own way!
Let’s break this down.
Helene in Between
Helene does blog in this niche, but she originally started out as a lifestyle blogger. And I think that this fun and pretty color scheme totally conveys her brand’s personality as it has gone through that shift. The first thing I notice is lots of PINK! I love pink, so that’s definitely a plus in my mind. The color pink also conveys femininity and happiness, which is absolutely what you get when you visit her site. She also uses a lot of black, which is a great color for implying seriousness. When you take her color scheme as a whole, you can tell with just a glance that she is happy, lively, enjoys pretty things, but there is also a genuine side to her, which is where her more sincere business theme comes in.
Evolve and Succeed
Halley’s blog is so much fun, I love it! Right away, the first thing I notice about her color scheme is how unique it is. I mean, seriously, I can’t even come up with a word to describe that reddish color she’s using. Is it red? Hot pink? Salmon? I don’t know, but I’m obsessed with it! Besides that color, she also uses black, white, and a dark teal. Again, black is perfect for sincerity, which totally fits with Halley’s brand, as her posts and webinars are super informative and actionable. I also think that, with the combination of the reddish color and the black, I’m also getting a bit of a sexy vibe here! With these specific colors, it’s definitely a playful sexy, and if you know Halley, that’s totally her! I absolutely love how on-point these colors are.
The Nectar Collective
Another very fun color scheme! Melyssa’s brand colors are such a perfect fit for her personality. The bright pastels and liberal use of pink clearly implies that she is feminine and loves to work specifically with women. But since the pink isn’t everywhere, I also think that her brand does a really good job of not alienating anyone. While her site is definitely geared towards women, I don’t think that men would be uncomfortable reading her blog posts or signing up for one of her courses. Again here, we also see black to convey the more serious and business-y nature of her brand, while at the same time, the pops of blue and yellow keep things fun and not too heavy. Yellow is a color that people associate with energy and happiness, while blue often implies peacefulness, wisdom, and trust — all perfect things for a brand to symbolize and all words that I would use to describe Melyssa’s own personality! Once again, a fabulous color scheme here.
I hope now that you’ve read about and seen how useful, effective, and important colors are when it comes to branding and marketing, you will take a minute to reevaluate your brand’s colors. Even the most popular and accomplished brands sometimes require fine-tuning.
Here are some things to think about:
Do you have a color scheme that you use on your website? What are your brand’s main colors?
Are you using the appropriate colors in each circumstance? What is the color of your “sign up now” buttons? Your “Work With Me” link?
Has this post made you reconsider using certain colors for your brand?