In partnership with Aerologic Marketing, Blue Wagon Group has developed a blog series to assist you in choosing colors to communicate well.
Scientists have refined multiple personality tests based on color preferences and characteristics for over a century. This very distinct science is different from what we typically use in integrated communications. However, science, business, and art all come together to help an organization’s brand and campaigns break through the clutter of saturated market spaces and define themselves. In part 1, today, we’ll provide ten tips you can rely on for choosing colors to communicate well. In Color Theory Part 2, we’ll delve into the specific meanings behind primary and secondary colors.
1. It’s all about brand awareness. Color helps audiences remember you, whether they have strong feelings about your use of color – or not. Considering what people will remember and ensuring they have strong recall is fundamental.
2. Reflect your brand personality for a global marketplace. Branding is the part of communications strategy that entails some script flipping. While most of the time we encourage our clients to focus on “you” language (which imparts benefits) versus “we” language (which seems self-serving with a longer on-ramp to audience benefits), brand colors can be an exception. It is key to make sure your brand colors exemplify the assets of your brand that you want to share.
3. Know color constants in communications. Individual reactions to different colors are part of why it is an excellent strategy to research and make color choices that relate to your audience, engage your stakeholder, and encourage an appropriate next step. It is not about what you like or dislike but what will get, keep, and influence your audience.
4. Context always colors the conversation. In our well-connected world, color preference (different from color communications psychology) is based on cultural differences, personal likes or dislikes, and individual experiences. However, color preference is less relevant than your message regarding brand, products, and services to your audience.
5. Decoding color science is easier than ever. Having that color wheel handy or being familiar with proven color schemes is no longer necessary. Most design software is equipped with pre-established color palettes. Whether you are an avid Canva user or working with a creative marketing professional in the latest version of Adobe Creative Cloud, AI-provided options remove guesswork in choosing colors.
6. Assess the longevity of trends. Remember, Pantone is the keeper of all things color. Creative industries like fashion and interiors follow the trends set by Pantone researchers (“Pantone Color”). The Color of the Year also establishes the timely trends for communications campaigns but should not necessarily influence your brand strategy. After all, trying to fit in does not differentiate your organization, products, or services. However, ensuring you look modern is necessary. There have been consistent responses to the proclaimed color trends since the beginning of the postmodern era in the late 1960s. This is based on cost and ease of change. Generally, marketing and advertising campaigns fall in line first, followed by high fashion and, eventually, trend to interiors and decorating. For instance, the minute Pantone announced the 2024 Color of the Year was “Peach Fuzz,” magazine ads, marketing campaigns, and quick-production fashions (like t-shirts) adopted the peachy-warm color.
7. Let go of personal likes and dislikes. Reinforcing Number 3, use tools and consult professionals to make decisions that align with your goals. A solid color strategy is essential for strengthening your brand or campaign and reaching your audience. While personal color preferences may be tied to experiences or aesthetics, your color choices must resonate with your audience rather than just reflect your tastes.
8. Know your general color rationale. Make sure your team communicates with you about why colors are selected. Competent creative professionals should explain why colors work for your brand or campaign. It can be helpful to familiarize yourself with the pros and cons of colors: primary, secondary, and common outliers. In part 2 of this series on communication color psychology, we’ll expound on specific colors and how they bolster your brand and campaign takeaways. (Scheduled for September 2024)
9. Color psychology is evolving. While brand color recall is crucial to brand identity, standing out and aligning with your organization’s mission, message, and goals is equally important. Consistency and selecting a unique extended color palette for your communication materials are critical. Although cultural colors are essential, our global connectedness allows us to see colors in new ways beyond personal preferences. Even though you might jump on a new color trend, you can still adapt and implement trending color strategy for your messaging or campaigns. Remember, trends may be fleeting, but your brand’s color representation should endure.
10. Rules are made to be fractured. Finally, as with everything in art and business (and life), there are exceptions. Tints of colors are a great way to find unexpected color success. Tint is defined as “a color or a variety of a color; hue; a color diluted with white; a color of less than maximum purity, chromo, or saturation” (dictionary.com).” Pink and red is a color combo that surprisingly works in this way! So, finding colors that grab attention and express your meaning should be your determining factor regardless of how you develop a color palette unexpectedly. Always make sure your creative team is considering the science that does not change – compliments, analogous, triads, split complementary. To attract, retain, and remind your audience of just how unique your brand is.
In this first post, we shared some reassuring guidelines to help your organization navigate modern color psychology and successful ways to choose appropriate colors. Don’t miss part 2, scheduled for October 2024! We’ll share current, relevant meanings behind mainstream colors, including memorable examples and applications.
Want to know more about color intensity, hue, or shade? Ask us for an audit of your brand and materials. Our teams are dedicated to ensuring the success of all communications, including your color strategy. Modern communications color psychology is in our familiar territory!
Illuminz. “The Psychology of Color in Marketing & Branding - 2024 Vision.” Medium, Medium, 12 Apr. 2024, medium.com/@illuminz/the-psychology-of-color-in-marketing-branding-2024-vision-c5f7b1c1c185.
Pantone. Pantone, www.pantone.com/color-of-the-year/2024. Accessed 20 Aug. 2024.