Aug 16, 2019
Last week we talked about how to surprise and delight customers,
as well as the difference between satisfaction and delight and its
impact on loyalty and profits. I also wrote an article that went
live on Inc.com this week titled “Want
to build brand loyalty? Surprise your
ALSO: The presale for the Brainy Course on pricing is now live.
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You’ve probably heard the basics of color theory before – that
certain colors link to certain feelings or emotions in people, and
so some colors are better than others for brands.
There are tons of color charts out there. I’ve even linked to a
few. I’ll give you the general associations in this episode, but
I’m also going to explain what really matters when it comes to
using colors in your branding – the common mistakes and the most
important things to keep in mind.
- [05:01] GENERAL COLOR MEANINGS
- [05:03] Red: is full of excitement and said to be youthful and
bold. It is also said to make people hungry or angry, and is
associated with stopping.
- [05:45] Orange: is said to be cheerful and have confidence. It
is also fun, whimsical, childlike, friendly, spontaneous, glowing,
hot, and persuasive.
- [06:16] Yellow: has optimism, clarity and warmth. It is also
joyful, illuminating, nourishing, sunny, sweet, stimulating,
innovative, energetic, hot, surprising, or can bring
- [06:50] Green: is said to be peaceful and associated with
growth and health. It can also be calm, quiet, fresh, lush,
soothing, renewal, balance, life, and fertility.
- [07:43] Blue: is associated with trust, dependability and
strength. Some other words (again, depending on the shade) can be
calm, quiet, water, clean, peaceful, reassuring, serene,
transcendent, open, sophisticated, confident, tasteful, cool,
credible, authoritative, classic, traditional, nautical, or
- [08:42] Purple: is associated with creativity, imagination and
wisdom. It can also be romantic, thoughtful, nostalgic, thrilling,
dramatic, regal, intuitive, mysterious or visionary.
- [09:19] Pink: ranges from vibrant, flirtatious,
attention-getting and high energy to soft, subtle, romantic,
compassionate, delicate, innocent, fragile or youthful.
- [10:08] Grey and other neutrals: are bringing balance and calm.
It is also classic, corporate, timeless, quiet, logical, reserved,
basic, modest, efficient, accountable, staunch, professional,
sleek, classy, mature, sophisticated, and methodical.
- [10:50] Brown: is earthy, rugged, outdoor, rustic and woodsy,
but as you change the shade to chocolate it could be delicious,
rich, robust or appetizing.
- [11:28] Black: is powerful, empowering, elegant, sophisticated,
mysterious, bold, classic, strong, expensive, nighttime, stylish,
- [12:12] White: is positive, pure, clean, innocent, simple,
airy, bright, pristine, or bridal, but it can also be seen as
sterile, cold and clinical.
- [13:09] COMMON MISTAKES
- [13:11] Colors have tons of associations and meanings, and
often opposite associations depending on the shade or context.
- [14:02] GENDER PREFERENCES
- [14:13] Gender does have different impacts on preference for
colors, which can be important for brands.
- [16:06] Blue and green are universally predominant favorite
colors. Orange and brown are least favorite for both genders.
Purple is gender polarizing.
- [16:27] BEYOND GENDER In some cultures, white is bridal, pure
and innocent, but it is a funeral color for others. Black can be
sophisticated or menacing. Red can be aggressive or mean luck.
- [19:33] THINK ABOUT BRAIN ASSOCIATIONS The associations
absolutely do matter, and studies have found that appropriateness
of the color to the brand persona matter quite a bit.
- [20:18] Think about how all the context triggers come together
to support or contradict the color used in your brand, logo or
other aspects of your marketing.
- [20:41] When people are not already familiar with a brand, the
common emotions tied with the color of the logo make a big
difference in the way they interpret the brand.
- [21:13] When starting your brand be aware of the associations
with color and the emotions those colors bring up. Knowing the
color associations can also help you go against the traditional
theory if that is your strategy.
- [23:00] When it comes to the way a designer or someone working
with colors would explain the type of color, there are three
important items: hue, value, and chroma.
- [23:51] The hue is the color itself. Purple, red, and green are
- [24:14] Value shows us how light or dark a color is – the level
- [24:18] Chroma is the saturation of color or its
- [26:00] Google tested to find the perfect blue for its
- [27:13] There are ways to use color in your business, beyond
brand associations and color choice.
- [28:28] The thing that is most important when it comes to calls
to action is to have a lot of contrast. This is known as the
isolation effect or the Von Restorff effect.
- [29:39] You want to pick your colors based on congruency to
your message and the personality, as well as the market you are
- [30:03] Go with contrast when picking secondary or tertiary
buttons and links, so they stand out.
- [30:22] Know what your competitors use so you can stand
- [31:26] Fight the urge of your herding brain and be different
from the competition.
- [32:05] Trendy colors generally aren’t good for brands, but
they can be great for for special editions etc.
- [32:56] For physical items, keep in mind what your competitors
are using and find colors that help you stand out on the
- [35:31] Color is incredibly important for brands to understand
and consider when creating their materials. With a little bit of
thought and consideration, you can absolutely use color to your
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