The colourful world of branding

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Some of us may not be aware of it, but yellow is psychologically the happiest colour. There are differing voices on why such is the case, but one of the strongest opinions believes that the colour yellow uplifts so much due to its association with the sun. Although in reality the sun is more white than yellow, yellow is the colour we have come to associate it with, as portrayed in images, media and arts.

The sun keeps us warm and is a source of life on earth. The sun is so powerful that a lack of it may cause depression. Yes, there is a mood disorder called seasonal affective disorder (SAD) that occurs in climates where there is less sunlight at certain times of the year. It shall come as no surprise then that a colour so closely associated with the sun is no less powerful in uplifting our mood.

When it comes to branding, yellow seems to appeal to the kid in us, and is associated with feelings of cheerfulness, originality and warmth. Thus, yellow may be beneficial for companies offering pleasurable, fast, accessible products or services.

As illustrated in the example above, colours do influence psychological functioning in humans. “There is even an emerging body of research within psychology that studies how colours and their attributes – such as hues, lightness and chroma – affect our perception and behaviour, known as colour psychology,” Zafira Shabrina, lecturer of Social Psychology in Gadjah Mada University, told The Finery Report.

Zafira then highlighted the colour-in-context theory by Professors Andrew Elliot and Markus Maier, which suggests the way by which colour influences us draws on both social learning and biological dispositions.

“Throughout our lifespan, we are conditioned to colour-meaning associations, such a ‘pink is feminine,’ ‘white is peaceful,’ or ‘red is passionate.’ Nevertheless, not all stimuli responses and construal of colour are grounded in social learning alone; some derive from biologically-based tendencies which evolved as a need from a primitive need for adaptation and survival,” she continued.

For instance, our fear of pitch-black darkness may well be due to our survival instincts which are reinforced through social learning (e.g. chilling folklores, news of crimes in dark alleyways).

In the context of branding and advertising, a basic understanding of colour psychology has become increasingly essential. Past researches suggest that consumers “make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.”

As such, a brand’s choice of colour is a fundamental element that reinforces both its personality and the quality of the products and/or services it offers. Contextual and cultural differences aside, there is a general understanding of what certain colours symbolise that we have been conditioned with.

For example, red communicates power, passion and excitement and is believed to be the most ‘appetizing’ colour. That is why it would be difficult to find a fast food outlet that is not dominated by a shade of red as part of its brand strategy. Such outlets include KFC, McDonald’s, Pizza Hut and Wendy’s. Red is also effective to speed up and intensify our reactions, which is the main reason why clearance sale prices are often put on red tags.

On the flip side, given the ‘personality’ of the colour red, red would be the ‘wrong’ colour to use on brands that do not promote ‘red’ traits. For example, very rarely do we see a bridal company using red in their branding, since they usually aim to portray an image of purity and sophistication – not power and high appetite.

When done right, a brand-colour association can be so iconic that it becomes possible to identify a brand by a single pantone colour. Some brands, such as Barbie and Cadbury, have gone so far as to trademark their defining shades. However, no brands have done it quite to the extent that Tiffany & Co. has.

The luxury jewellery brand Tiffany & Co. is synonymous with its iconic hue of light robin’s egg blue, also known as ‘Tiffany Blue’ or Pantone 1837 – which is the year the company was founded. This colour has become the brand’s ambassador in its own right, instantly recalled whenever the brand is mentioned.

The brand believes that this hue evokes not only excitement, but also appreciation for a legendary style that has been established for years. The colour was initially chosen by founder Charles Lewis Tiffany for the cover of ‘Blue Book’ or Tiffany’s annual jewellery collection book in 1845. This distinctive shade may have been chosen because of the popularity of the turquoise gemstone in 19th-century jewellery.

The colour was later adopted for use on shopping bags and other promotional materials, including the signature Tiffany Blue Box that cannot be bought (it is only given to you, with an article which has been sold by them and for which they are responsible).

In 2001, Tiffany & Co. approached Pantone to standardise their iconic shade, making it a legal asset on its own. It is now protected as a colour trademark by Tiffany & Co., and therefore not publicly available. The trademark refers to specific things and situations where it could be confused with their products, such as shopping bags or jewellery boxes.

Tiffany & Co. is a prime example of how a colour can evoke emotions that transcend the product a brand sells. It also exemplifies that picking the right colour can result in long-term positive impacts for a brand.

However, brands must also be sensitive to the cultural context of a colour. Zafira cautions that since the influence of colour is partially developed via social learning, its interpretation is contextual and do not have a universal meaning.

“For instance, the empirical research by Elliot and Maier found that the colour red signals danger of failure in the context of achievement. Yet in the context of gender affiliation, men rated women as more attractive and sexually desirable when posing in front of a red background,” she adds. Another example is the colour purple, which is normally considered a ‘royal colour’ connected to power, nobility and wisdom, but is pejoratively known as warna janda or the colour of the widow within the Indonesian society.

The psychology of colour is not only applicable to commercial brands. Our red and white national flag, for example, was designed as such due to the values the two colours symbolise; red symbolises courage, while white symbolises purity. These became the core values of our nation, particularly in the early years of its independence.

Ultimately, understanding the basic principles of the psychology of colour is essential for any brand. Brands need to consider how their shades of choice will influence the image of the company. Each colour has its own message, emotion and meaning  — the more brands are able to harness this fundamental design element in their identity, the more they will be able to leverage its powerful effects.