Psychology of colors: the 6 best practices for your brand

Before even thinking about using color psychology to develop the brand’s visual identity, think about: How does your company visually stand out in the marketplace? Do you develop an identity that tells a solid and coherent story?

You may be thinking: what does this have to do with color psychology and the construction of the brand’s visual identity? It’s all about! It’s not just about choosing colors that are beautiful or pleasing. What interests us is to use visual elements to suggest ideas that positively influence customer perceptions.

That’s why we’ve listed 6 great practices for communicating values and differentials to customers using color psychology.

1. Know your audience well

Defining your audience is the initial step in building an effective identity. If you do not know exactly who you’re talking to, you will not know what to say. Right? Look for specific information on location, age, gender, occupation, income, education level, marital status. Depending on your offer, it may be helpful to define other points as well. Therefore, it is crucial to understand exactly who your ideal consumer is.

2. Look for simplicity when combining colors

The visual characteristics of your brand should not be complicated. By passing on too much information at once, you are running the risk of conveying a confusing message to the public. The ideal is to remove anything that does not contribute to the personality of the brand.

3. Maintain a standard

Apply the same filter, the same size, and the same font type across the various visual platforms you use to communicate with customers. This creates consistency and drive if your customer follows you on Facebook instead of Instagram. That way he will receive the same story about his brand.

4. Build a logo consistent with the brand’s visual identity

Your identity is obviously not reducible to the logo. But as you develop a visual pattern, your audience will associate it with your brand and transfer all perceptions from one to the other. Be aware: this does not mean that you should not pay attention to your logo. On the contrary, you need to focus efforts to make it simple and with color agreeing with your main message.

5. Do not use more than 2 colors

Colors alone are already the most important aspect when it comes to building the visual identity. Establish a combination of a maximum of two colors in your logo, website and printed. When publishing photos to social networks (images that will have more than two colors), use the same filter in all, as this helps create consistency and harmony.

6. Do not forget the black and white

Whichever color you choose for your brand, always take into consideration how your elements come out in black and white. For the psychology of colors, when an image is already fixed in visual memory, even if the color is removed, the human mind can still recognize the patterns automatically.

We hope the article has helped to answer your questions. Leave your comment and share this post.