THE PYSCHOLOGY OF COLOUR
I want to chat to you all about colour psychology. Now don’t worry, I’m not going to get too science-y on you, but understanding this is so important when it comes to your brand. Whether you’re rebranding, launching a new website or even decorating your office, the colours you use can have a massive impact.
We’ve all been there right, standing in front of a paint chart, completely overwhelmed by which colour is going to work. Will it be too bright? Will it be too dark? Will I like it in 3 months time? What if it doesn’t look like this little sample here? Well, colour psychology gives you a blueprint for making the right decision. And when it comes to branding, getting that decision right is exactly what you have to do.
From colours, textures, typography, patterns, photography and illustration, colour psychology enables you to create a theme which flows through them all, making your branding feel fresh, exciting and most importantly consistent. When you achieve that, you’ll be grabbing your ideal client’s attention, creating an emotional connection with them, and enhancing your chance of converting their interest into orders. So how does it all work?
Colour psychology is based on the idea that everyone reacts to, and feels colours in a specific way. So, if you can marry up your brand values, with a well-chosen set of colours, in a style that your ideal client loves, you’ll be on to a winner. From your next post on social media, to your website, your office or your next client meeting, consistent colour psychology can have a massive effect on your audience, helping you create the perfect impression.
For example, if you were an Urban Wedding Planner you’d look for edgy, industrial colours and textures, with modern, statement typography. Or if you were a luxury cake maker you would aim for lighter, fresher colours with stylish elegant typography and playful illustrations to match.
SPRING, SUMMER, AUTUMN, WINTER
To break this theory down even further I’ve put together the basics on seasonal colour psychology. Start by thinking about which seasonal personality that best suits you, your brand and your ideal clients. Once you have this then you’ll notice how amazing the framework is when it comes to colours, textures and design schemes.
THE SPRING PERSONALITY
Creative. Inspirational. Bursting with energy and full of life. Spring in colour psychology is just like spring in real life. It’s seen as warm, approachable and fun, and often described as spontanenous, proactive and forward thinking.
So, it comes as no surprise that you’ll be looking at light, bright, warm colours. But don’t go too vibrant. Even the most intense spring colours work most effectively when they include an element of softness and delicacy.
Going deeper into the Spring vibes, the best shapes for Spring are circles and your fonts should have a lightness and possibly a curve to them too.
THE SUMMER PERSONALITY
Graceful. Elegant. Thoughtful. Summer colour personalities and themes should use cool, delicate and muted colours – with a touch of grey. This is a great way to bring the classiness and quality of Summer psychology.
Watercolour washes and painted styles are a great way to bring this theme to life for your brand, especially when complemented by flowing lines, airy imagery and some softer accents as well.
In terms of typography, go for elegant and timeless, combining handwriting styles with more traditional serif options, and use soft, unstructured patterns or textures to elevate your messaging.
THE AUTUMN PERSONALITY
Organic. Warm. Earthy. Passionate. Autumn is all about warm, intense and deep colours. With a strong connection to nature, a love for the past and a real authenticity this palette makes for a strong, dependable, yet vibrant message.
Typefaces with substance, texture and a tactile quality are all good here and natural textures are even better. Think uncoated or recycled paper, brown kraft paper bags and rustic woods or a coarse linen.
THE WINTER PERSONALITY
Dramatic. Opulent. Cutting edge. Luxurious. But at the same time grounded, understated, modest and minimalist. We all know winter is a season of extremes and colour wise you’re looking at combining bright and intense tones, with an element of coolness too.
Geometric shapes, clean lines and stripped back design are vital for a strong Winter look too. Black is also key here if you’re looking for that edge – it’s strong, dynamic and luxurious all in one.
MAKING IT WORK FOR YOU
There’s so much to think about and consider when you’re starting your branding journey. And your designer, or design studio, will work with you to develop something perfect for you and what you want to say. However, the better you know your brand and your client, the more specific you can be with what’s right, and what’s not – which only makes a designer’s life easier.
By understanding colour psychology you can do just that. It’s only a framework, but it can steer your thinking and your decisions, so when you are feeding back or moving forward you have clear criteria in your mind, which traces back to the core of your business. On that note, I’ll leave you with a brief re-cap… Light, bright and clear for Spring. Cool, delicate and muted for Summer. Warm, intense and muted for Autumn. And clear, intense and bright for Winter.
Good luck making it happen!
STAY TUNED: We’ll soon be going in to more detail about what specific colours mean to you, your brand and your ideal client.