By Skylie Galea, Digital & Social Client Partner

The Psychology of colour in Branding : How to choose the right palette

Colour is a powerful communication tool and can be used to signal action, influence mood, and even influence physiological reactions. In branding and marketing activations, the right colour palette can make or break a brand’s success. Understanding the psychology of colour can help you create a brand identity that resonates with your target audience and enhances your overall marketing strategy.

Understanding Colour Psychology

Different colours evoke different emotions and reactions. Here’s a brief overview of some common colours and their psychological effects:

  • Red: This colour evokes excitement, passion, and urgency. It’s often used to stimulate appetite and create a sense of attention, making it a popular choice in food and trade sales.
  • Blue: Blue is associated with trust, reliability, and calmness. It’s widely used in industries where trust is key, such as banking and insurance.
  • Green: Representing health, tranquillity, and nature, green is often used by brands that want to promote an eco-friendly image.
  • Yellow: This bright colour is associated with happiness and optimism. It’s great for grabbing attention and can evoke feelings of joy including in corporate employer branding.
  • Orange: Combining the energy of red and the happiness of yellow, orange conveys enthusiasm and creativity. It’s often used to make a brand stand out and create a call to action.
  • Purple: Associated with luxury and wisdom, purple is often used by brands that want to appear sophisticated and premium.
  • Black: This colour signifies elegance, power, and sophistication. It’s commonly used in luxury and cosmetic brands.
  • White: White represents purity, simplicity, and cleanliness. It’s often used in the healthcare and tech industries for its clean and modern appearance.

How The Concept Stadium Chooses the Right Colour Palette for Your Brand

1) Identify Your Brand Personality and Values
We consider what your brand stands for and the emotions you want to evoke. Are you a fun and energetic brand, or are you more corporate and professional? Your brand’s personality should align with the colour choices.
2) Understand Your Target Audience
Different colours appeal to different demographics. For example, younger audiences may respond better to bold and bright colours, while older audiences might prefer more subdued tones.
3) Research Competitor Brands
We analyse the colour palettes used by competitors in your industry. This helps us identify trends and find ways to differentiate your brand.
4) Consider Cultural Differences
Colours can have different meanings in different cultures. We ensure the colour choices resonate well with the cultural context of your target market.
5) Test Your Palette
Before finalising your colour palette, we test it in different formats and mediums to see how it looks on digital screens, print materials, and merchandise, ensuring consistency across all platforms.
6) Keep It Simple (Stupid)
While it can be tempting to use a wide range of colours, it’s often best to stick to a few key colours that represent your brand. This helps create a cohesive and recognisable brand identity.

Case Studies: Effective Use of Colour in Branding

Rosami at the Villa: We worked with Rosami at the Villa, a Michelin-star restaurant, to develop a colour palette that exudes elegance and sophistication. By incorporating soft, inviting hues of purple and pink, we highlighted the restaurant’s commitment to luxury and fine dining, also in line with their interior space design. Additionally, we wanted the colours to resonate with the restaurant’s name, ‘Rosami’ (a blend of ‘rose,’ ‘ami,’ meaning friend in French, and ‘Kami’, meaning Goddess of food). These colours evoke a sense of tranquility and refinement, perfectly aligning with Rosami’s identity as a premier destination for exquisite culinary experience.

Malta 2023 Games of the Small States of Europe: For the Malta 2023 Games, we developed a vibrant and energetic colour scheme to capture the spirit of competition and unity. Using a dynamic combination of red, blue, and yellow, the palette was designed to be eye-catching and memorable. These colours symbolise, passion, strength, and enthusiasm, resonating with both the athletes and the audience. Additionally, the Olympic 5 colour palette was integrated as part of the identity, reinforcing Malta’s position as a dynamic host for the games and aligning with the global sports community.

Choosing the right colour palette for your brand is more than just an aesthetic decision; it’s a strategic move that can influence customer perceptions and behaviour. By understanding the psychology of colour and thoughtfully selecting hues that align with your brand’s identity and values, you can create a powerful visual impact that resonates with your audience and sets your brand apart in the marketplace.

Interested in our Branding service? Get in touch with us today and let us help you make the right impression.