Colors are light waves of various wave lengths that are received and distinguished within the eye and brain. Humans are able to discriminate between numerous wavelengths and also been noted that color perception may bring an emotional component. Color is super powerful as human brain retrieved it to create some sensation. It has the ability to evoke feelings as in we feel them. This perceived emotions are also different because it considered subjective to some brains, different color gives different feelings towards its viewer. It is complicated since it can’t be proved by some mathematics equation. All we know is each color has its own meaning, both positive and negative side. It clearly affect your brand, your value and anybody perceptions. Let us explain it one more time with this simple table before you go through,
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Color
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Positive Meaning
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Negative Meaning
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Red
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Energy, passion, action, ambition, determination and sexual passion.
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Rage, temper, dominance, danger, intolerance and violence.
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Orange
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Youthful, light-hearted, warmth, enthusiasm, friendliness, optimism.
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Cheap, arrogant, insincere, dependent, rude, deceitful
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Yellow
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Intellect, hope, and happiness. It also often represents speed and creativity.
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Cowardice, deceit, sensitivity, anxiety, weakness
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Blue
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Color of trust and loyalty, communication and clarity of mind, reliability, strength
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Cold, aloofness, lack of emotion, unfriendliness, rigid.
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Green
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Color of harmony, health, freshness balance, refreshment, universal love, environmental awareness, peace.
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Boredom, stagnation, greed, enervation.
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Purple
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Color of creativity, mystery, calm, luxury, royalty, magical, imaginative.
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Aloofness, impracticality, childish.
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Grey
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Neutrality, classic, timelessness, stable, practical
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Dampen, depression, lack of energy, dull, lifeless, gloomy
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White
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Calm, cleanliness, simplicity, purity, hygiene, professionalism, stability.
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Empty, boring, bland, plain, straight up ordinary.
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Black
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Lavish, luxury, competent, prosperity, powerful, sophisticated, elegant, prestigious.
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Rigid, evil, strict, unforgiving, pessimistic, cold, depressing.
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So, what does this have to do with branding? A brand needs to be associated with a color that perfectly represents itself. As an example, blue represents loyalty and trust. While in negative terms it may be perceived as rigid, unforgiving and too serious. Let’s imagine, if PayPal has a green color with the same function as we know today. Would you still save your money in it? Although green is often associated with money, but changing from blue to green seems like reducing the feeling of trust and safety it used to evoke. The other example, if DHL was colored grey and it associated with lack of energy instead of speed in the yellow, would you still deliver your package with them. There’s also a lot of brands that ignore the negative side and still using the intended color because they feel it brings their own value.
That is why, choosing the right color is important. Aside from both positive and negative meaning of different colors, business owners should also be aware of the other factors that they should consider in choosing a color scheme since it will associated with appropriateness. Business owners and designers should know what message they want to deliver to the public. The message and the business value, should be matched to an appropriate color shade. This also has connection with the target market as to whom they offer their services or products so that the color will also be appropriate to the target customers. Consistency is also needed as it strengthens both brand and its identity in the market. It also helps the brand to stand out and rise against the competition of the relate industry. Consistency also gains the trust, loyalty and familiarity of customers.
Color should not be underestimated because studies have already proved that this element has a connection to human behavior and in the long run this color will represent the company in the coming years. It’s impossible to please everyone when it comes to the choice of your business’s logo. If you stumbled upon deciding the right color for your logo, don’t hesitate to contact Kreatiklan and we are ready to be the extension team of your business.
