Have you noticed that many organic companies use the colour green in their logo, and that business books often feature blue and orange covers?

This happens for a very simple reason: colours are capable of attracting the public. In the first case, green refers to nature, making customers think of plants and trees – elements that are quickly associated with a healthy lifestyle.

In contrast, blue and orange represent successful careers, and clear and friendly information.

Understand the psychology of colours in marketing

The psychology of colours is a powerful thing. Colours “come up” to the mind and awaken feelings, before images or texts do so. And that’s why they’re so important in marketing.

Think of the famous red and yellow McDonald’s duo. Or even the purple colour of Nubank or Yahoo. They are colours that are already part of the identity of each brand and help the consumer to identify them anywhere

Designers and colour specialists know how they provoke thoughts and emotions. And they use this knowledge to help entrepreneurs connect with their clients, even before they know your brand name.

In a study titled ‘Impact of Colour in Marketing’, researchers found that about 90% of the quick judgments made by consumers are based on colour alone.

Regarding the role that colour plays in the brand, the results of another study also show that the relationship between brands and colours depends on the perceived adequacy of the colour used to represent the brand.

Does the colour “fit” with what is being sold? The consumer manages to make this association, although unconsciously when looking at the product.

And if the colour reveals itself far from what the product offers, it will be difficult for a client to buy or use it.

That’s why a professional designer is so important when it comes to setting up your business.

Here are some tips on how to use colours ideally.

1. Colour defines the ‘climate’ of the company

What do you want people to think about your brand? Let’s imagine you choose red, which indicates power. But what shade of red would be ideal? How light or dark should it be? And should it be highlighted in bold or not?

All these questions are fundamental when deciding the colour that will represent your brand.

If we go back to the example of red, it is this questioning that will define whether the colour of your brand will be perceived as energetic or will be irritating and frowned upon.

Plus, you’ll need to find the right colour not just for the billboards or the cover. This shade should also look harmonious and evoke the same feelings on a business card or on a simple letterhead.

2. Create your own colour palette

Let’s imagine you’ve chosen blue. This will be the main colour of your logo, products and even your office.

But let’s be honest: it’s quite complicated to paint absolutely everything in the SAME colour, isn’t it? Well, this is where your company’s colour palette comes in.

For a complete and dynamic look, you will need to define a complete colour palette, involving four to a maximum of 24 colours. Together, they should form a good combination without causing any “shock”.

If you chose blue as your main colour, there should be, for example, other lighter and darker shades of blue, in addition to gray and some white.

A good palette will provide sufficient options for the surfaces, structures, accessories and office materials related to your business.

3. The ideal designer

You’ll need a professional to help you with all the designs. And if you don’t have specific ideas, just describe your business, your clients and what kind of audience you want to attract.

A good design professional will know how to suggest exactly what you need and also create your ideal colour palette, as he or she understands these topics.

Then, after achieving your ideal shades to capture consumers and make your business grow, it will be a matter of harvesting good results.

4. Freelancers

Possibly, you will find some sites that promise to create logos and colour palettes for free.

But the big problem is that not every CEO executive is a designer, right? And if this is your case, you won’t need a professional permanently, but you will need a freelance collaborator.

So don’t waste any more time and visit the Workana platform right now, to post your project now! There are many professionals and specialists eager to work with you and with your brand!

Wanting to hire an entire team of professionals? Workana can help! Click here to find out how they can help your company grow with remote experts.