Have you ever noticed how some brands just speak to you visually? It immediately grabs your attention. You see their logo or packaging, and boom, you’re hooked! That’s not random: it is the choice of colour doing a large part of the heavy lifting! Then similarly, have you ever noticed that you did not notice some other brands? Probably not, because it did not make an impression on you and was quickly forgotten. In today’s fast-paced environment where you want to get noticed, visual appeal is of utmost importance. It all starts with colour – and if you do not catch someone’s eye right away the chances it will be an opportunity forever missed.
One of our specialist services is brand development, and a large part of the brand development involves the correct choice of colours. It’s not just about looking good, it’s about feeling right. The use of colour has long been proven to invoke emotions or association with certain types of value, making them vibe with you before they even know your story.
In this article, we will break down what each (main) colour means and figure out how to make your brand a standout.
Consumers typically make initial judgements about products within 90 seconds of interaction, with 62-90% of that assessment based solely on colour.
Up to 85% of buyers say that colour is the main factor in their decision to select one product over another.
Colour can increase brand recognition by up to 80%.
93% of consumers base their decision to buy new products on appearance, making colour a critical visual element.
Crazy, right? When it comes to business, it is a bit scary that so much comes down to colour. It’s like your brand’s handshake, setting the tone before you even say a word. In a world where people scroll faster than a drag queen can snatch a wig, colour is your first impression.
Let’s take a brief pause: Before you get the impression that we are saying the loudest colour is always the one that gets the most attention, please remember that people have different interests and tastes. Some might even intentionally avoid provocative hues and prefer toned down and calming shades. As they say, beauty is in the eye of the beholder. As a brand, it is your job to create the beauty you want your target market to behold.
Whether your choice of colour/s is a gentle whisper or a loud scream, let’s investigate the psychology behind each (main) colour, some well-known brands using them, and what other colours they get along with best.
This one is the loud friend, bold, in-your-face, and full of energy. Think Coca-Cola or Netflix. It’s all about excitement and grabbing attention. Often best friends with white – although they could not be more different. It is well-suited to industries like Fast Food, Entertainment / Media and Sports / Active brands.
The reliable one, calm, steady, and trustworthy. Samsung, Standard Bank and LinkedIn uses blue. Perfect if you want people to feel safe with you. Best friends often include white and green. Industries include Technology, Financial Services, Healthcare and ecological institutions (water-focused).
The sunny optimist, often playful, educational and creative. McDonalds, National Geographic and Snapchat nail this. It provides happy vibes. Yellow is the overactive child on the playground trying to make friends with all the other colours, but it regularly ends up as a mismatch. Industries include Food & Beverage, Children’s Products and Education.
The chill, earthy type, fresh and balanced. Starbucks and Nedbank lean into this for that natural, healthy feel. Green is the multi-faceted friend who can easily have great friendships with most other colours but is usually besties with white. Industries here include Financial (signifying growth), Environmental or Agricultural, and Food and Beverage normally taking an organic approach.
Here you will find two types… On the one hand you get the aspiring, over-achieving (and often tech obsessed) type who wants to appear fancy; then on the other you get the silent and confident trust fund baby who really has it all. Purple is very picky when it comes to friends, as the wrong colour can make them look less affluent. Cadbury and Twitch use it to stand out in a cool way. Industries include Food & Beverage (often chocolate), Technology, and for the high-end markets it will be used be Financial / Wealth Management, as well as exclusive Wellness Brands.
Sleek and sophisticated, like a fashionable friend who always looks put-together. Chanel, Bentley and Sony make it look effortless. Black will make appearances with almost any other colour, but usually prefers to spend time with white, gold and silver. Key industries include Luxury Fashion & Cosmetics, Automotive, Design / Advertising and High-End Tech Companies.
Clean and crisp, simple but classy. This friend is all about simplicity, but many times also an effortless style icon, a health ambassador and rich kid. Everybody wants to be friends with white as she is so easy to get along with and fit in. Secretly though, her best friends will be black, gold and green. Apple is all about this minimalist colour. Industries include Luxury Brands, Fashion & Beauty and in many cases Healthcare.
The fun and adventurous one, confident and full of life. He is less loud than red, but equally attention-loving. Orange is the odd kid on the playground, but usually gets along with white, blue and green. Fanta, MasterCard and JBL bring the party with this shade. Industries include Entertainment, Food & Beverage and Outdoor / Adventure brands.
The kid with all the latest bling. Expensive cars, jewellery and accessories. Silver does not get along with many colours since they cannot accentuate his shiny nature in a stylish manner, making him look cheap. He prefers to hang out with green and black. Apple is very effective in using silver. Most automotive brands use silver or chrome in their logos, i.e. Mercedes-Benz, Audi, Toyota etc. Industries include Automotive (no surprise), Technology and some luxury brands – specifically jewellery.
Probably of royal decent, gold has an old-money attitude and does not follow the latest trends. Gold is the ambassador of the wealthy and opulent. He is often misunderstood, but gets along well with black, white and sometimes green. Brands using gold include Chanel, Lamborghini, Moët et Chandon and Versace – all high-end luxury. Industries include Luxury & Premium Goods, High-End Jewellery and Wealth Management.
This description of the colours above is not just artsy talk… there is legit science here. Studies say colour can shift our moods and even nudge us to buy things. Whomever the genius was who decided that certain colours speak about certain actions or feelings, he/she revolutionised the way visual impact and communication works, forever. Although there are many hands in this kaleidoscope, big names like Carl Jung and Johann Wolfgang von Goethe seem to be early pioneers contributing to these scientific studies.
While your brand’s colour/s will resonate with consumers, the use of colour can also be used to encourage certain actions. To name a few:
No – we do not just throw darts at a colour wheel! At Summit 7 Marketing, the very first step is to get to know you, your brand’s soul, your people, and your big dreams. Are you an energetic startup with big ideas? A wellness guru spreading calm? A luxury brand dripping in elegance? Once we understand who you are and what you want to achieve, we will find the shades that fit your brand like a glove and get the attention from those you want to reach.
We make sure your colours play nicely together: bold where they need to be, subtle where they don’t, until it all feels just right. The most important will be the story they tell together.
Your brand deserves attention. Whether you’re building it from scratch as a new business, or tweaking what you’ve got to better represent who you are – Summit 7 Marketing is here to make it hit a home run. Who doesn’t want to be the brand people can’t stop thinking about?
Got an idea brewing? Let’s make it shine. Got a colour in mind? Let’s make it scream you. We are here to turn your brand into something people feel first and remember forever. Reach out to us to set up an initial conversation, and we will gladly set up a meeting.
