Anyone who’s spent even a middling amount of time studying marketing knows that there’s a certain psychology behind color and how it applies to branding. Each color has its own subtle effect on a consumer. Each color has its own effect on moods, emotions, and ultimately behavior.<\/p>\n\n\n\n
The problem is that, contrary to what some people would have you believe, this isn’t necessarily something you can leverage. As noted by consumer relationship management expert Helpscout<\/a>, how we experience a particular color is largely personal. It’s influenced by our personal experiences, cultural background, personal preferences, and upbringing.<\/p>\n\n\n\n More importantly, it’s influenced by context. <\/em>We do not experience color in a vacuum. The color red, for instance, can have a completely different meaning if it’s used to sell romantic gifts versus a men’s clothing line.<\/p>\n\n\n\n It’s ultimately about the personality you want your brand to convey, and whether or not your chosen colors are congruent with that. If there’s a major disconnect between color and identity, people are going to notice. They’re going to find it jarring, and as a result, they’re going to develop a negative association with your brand.<\/p>\n\n\n\n