A-Z of branding: colour

Doesn't it feel like some days we're bombarded with products that are trying to get our attention? From Apple's white to Cadbury's purple all this noise can impact on your product. As far as our senses go, colour is the most influential, followed by shapes, symbols, and finally words. In this newsletter, we'll explore how colours affect mood and how these work in branding and design.

What do colours mean?

Colour meanings vary from culture to culture, and the impact that your brand has on your targeted audience. Here is a list of a few meanings on how colours are interpreted by brands: 

  1. Hue is the primary value of a color and how the color red, green, blue, purple, etc. is perceived through the eye.

  2. Saturation of a color is the overall intensity or brightness of the color, any color that appears dull is referred to as desaturated.

  3. Value is the lightness or darkness of overall colors schemes.

  4. Blue: Security, Trust Worthy, Stability, Loyalty, Wisdom, Confidence, Trust, Friendliness, Preservation, Courage, Science.

  5. Green: Wealth, Money, Calming, Trees, Ambition, Endurance, Healing, Calm, Generosity, Natural, Completion, and Protection.

  6. Red: Energy, Power, Vigor, Leadership, Courage, Passion, Activity, Joy.

  7. Yellow: Optimism, Childish, Freshness, Law, Education, Arrogance.

  8. Pink: Romantic, Feminine, Love, Beauty.

  9. Orange: Cheerful, Passion, Pleasure, Enthusiasm, Fascination, Creativity, Fun.

  10. Black: Powerful, Mysterious, Elegance, Sophistication, Functionality.

Be very careful that you choose colours wisely. When it comes to design for any product – everyone has an opinion. The reality is though, that all opinions are not born equal. It is important to remember that the only goal of colour selection is to communicate the right messages to the right people. 


Colour wheel Hello Lovely.jpg

The Colour Theory Wheel

The above colour theory poster, chart illustrates how colour schemes are created in design. By using the colour theory poster artists, designers, painters or students will have a greater understanding of how basic theory applies when determining what colours to use in a project. This colour theory chart includes a visualization and explanation of how colours are created digitally and through printing. RGB is used in digital products and CMYK is used in print. 

One last thing

Colour is a powerful cultural communicator. The colours you choose to represent your business or author brand, it’s products and services evoke an emotional response, position your brand relative to the market, leaders you compete with and communicate a myriad of cues to your customers from quality to price, from professionalism to environmental credentials. You must ensure your brand identity’s colours are well considered and carefully selected.

If you want to refresh your product, brand or book and explore colours or any aspect of design, you can book a free 30-minute consultation by contacting Hello Lovely here