Frank Sinatra once said “Orange is the happiest color.”
And 20 years ago, I knew I wanted orange in my branding. Orange is the color of enthusiasm and optimism. People whose favorite color is orange tend to be social by nature and a problem solver at heart. They channel energy to inspire and influence others, with a natural knack for team building. Others are drawn to orange simply because it’s bright, fun, and spunky. It’s my color, my personality, and entwined with who I am as a person and subsequently how I operate my business.
When I started using orange in my branding, it was rarely seen outside of big established brands. However, we’ve seen more and more companies choose orange and we wanted to cover how important color choices are for your business color palette.
How does color impact your brand?
#1 Color evokes emotion– Most of us have a favorite color or prefer some colors over others. This is because color can affect our moods so we surround ourselves in the colors that have a positive impact on our mood. Red boosts energy and yellow often makes us feel happy, combine the two and you have an orange happy energy. Color evokes an emotional response whether it invokes a memory, connects us to something we love, or even inspires us. When you see an orange sunrise break above the trees and buildings, it inspires you to tackle a new day. When the sunsets in a blaze of fiery orange it makes you want to stop and take pause and appreciate it’s beauty. What feeling do you want your target audience to feel when they see your brand?
#2 Colors Communicate Invisibly – By stopping to consider what each color represents and is linked to in the ‘real world’ we can make informed design decisions that ensure we appeal to our target markets. Orange is confidence, playfulness, cheerfulness, and success according to the psychology of color. It’s everything I want my clients to feel when they come to me with an idea. I want them to feel renewed and confident when we partner on projects. Without considering what our colors are communicating we run the risk of offending the very people were are designing for. But, remember, that it’s just one part of the process because there are no hard facts. It comes down to personal preference, experiences, upbringing, and cultural differences. What do you want your color scheme to communicate?
Color is a complex subject with many strands and it has the power to subliminally convey values and stories. Research has reinforced that 60% of the time people will decide if they are attracted or turned off to a message – based on color alone!
Color is one small detail that makes our life interesting and special.
Our minds are programmed to respond to color. For example, we stop our cars for red lights and go on green. Consider the effects of the colors in your branding, what message are they conveying and what feelings are invoked? Color is the visual component people remember most about a brand followed closely by shapes/symbols then numbers and finally words. It’s the feeling, mood, and image that your brand creates that play a role in persuasion. Be sure to recognize that colors only come into play when they can be used to match a brand’s desired personality
There are some great sites out there that produce beautiful palettes on a regular basis and it’s easy to find something that’s already made. But if you want something that’s truly YOU, it helps to consult with an experienced branding expert and designer, that is willing to learn about you, and help you create branding this is colorful, makes a statement, and reflects who you are.
Thinking about a new logo or brand?
Wieting Design | Logo Design
Your logo is everywhere; from your website, t-shirts, water bottles, baseball hats, social media, and print materials. It is there to identify, not to explain. The process involved in creating a unique name and image for a product or service in the consumers’ mind, is mainly through advertising campaigns with a consistent theme. At Wieting Design our logo design services in Fairfield County CT and all of CT aim to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Our mission is to make your business look great. That means giving you a custom logo design that’s affordable, fast, and hassle-free.