Emotions and Branding

Emotions are powerful and (whether we like it or not) drive our decision making. As a brand, you want to cultivate a strong emotional connection with your customers.​​​​​​​​

The problem is you can’t tell your company’s entire life story in a logo or storefront—but branding colors provide a shortcut straight to your clientele’s hearts.​​​​​​​​

According to neuroscientist Antonio Damasio, how consumers feel about a brand has more pull than what they think about a brand. Pair that with the fact that we know certain colors evoke certain emotions and voila: your brand colors have the ability to impact your sales or performance even more than the products you offer.​​​​​​​​

Moreover, repetition of the same color can strengthen brand awareness. By using the same colors in all your business ventures, you strengthen your brand’s association with those colors, and by extension strengthen brand awareness as a whole.​​​​​​​​ 

By consistently using the same colors across all marketing materials, packaging, and other brand touchpoints, a brand can create a sense of familiarity and make it easier for consumers to remember and recognize the brand.

What this all amounts to, at least for branding, is that you must choose your branding colors carefully as they’ll have a direct influence on your brand identity.​​​​​​​​

Pink may be your personal favorite color, but it might be the worst for your business goals. But before you even get into which colors you want to represent you, first you must decide your ideal brand personality​​​​​​​​.

You want to carefully choose your brand colors, but you also want to stick to them as well… here’s why:

1. Consistency: Repetition of color creates consistency across all brand touchpoints, which is essential for building a strong brand identity. When consumers see the same colors used repeatedly, they begin to associate those colors with the brand, making it easier to remember and recognize the brand in the future.
2. Emotional connection: Colors have the power to evoke emotions and feelings in people. By consistently using the same colors across all brand touchpoints, a brand can create a strong emotional connection with consumers. For example, the color red is often associated with excitement and passion, while blue is associated with trust and reliability. By using these colors consistently, a brand can reinforce these emotions and associations in the minds of consumers.
3. Differentiation: Repetition of color can also help a brand stand out from competitors. If a brand consistently uses a unique color scheme, it can differentiate itself from other brands in the same market. This can help the brand to be more memorable and recognizable to consumers, which can ultimately lead to increased brand loyalty and sales.