The symbolism of colors is important in building a brand image. Each color symbolizes certain values and evokes specific feelings. Therefore, in branding and rebranding, when building or remodeling a brand, it is essential to choose the right color and tone to convey what will make your brand connect with the ideal customer for your products or services.
The impact of color in marketing is enormous. The psychology of colors applied to brand image, logo, corporate graphic design, website design, and packaging has a tremendous influence. Some studies place it far above other factors.
Color symbolism: discover if your brand has the right tone
Red in color symbolism
Did you know that red stimulates the appetite? That’s why fast food and snack brands choose it. McDonald’s, KitKat, Pringles, Coca-Cola, and Telepizza are just a few examples.
But red doesn’t only trigger this reaction. It also increases heart rate and blood pressure. That’s why, in color symbolism, it represents passion, energy, adventure, strength, vitality, action, and desire. And that’s why brands like Red Bull, Toyota, and Honda choose it.
Symbolism of the color green
We associate green with nature, ecology, and biology. It also symbolizes life, tranquility, and the environment, especially in its darker, more matte shades, like forest green or bottle green.
The symbolism of colors automatically leads us to perceive something as sustainable, organic, or environmentally friendly. That’s why brands that want to convey ecological and sustainable values choose it, as BP, Iberdrola, and Land Rover have done intelligently to shed their polluting image. Many brands targeting the agricultural sector, such as John Deere and AgriNova, also use it.
What does pink symbolize in branding?
Pink is associated with femininity, intimacy, and romance. Many products aimed at women have incorporated this color symbolism into their logos for decades, such as Barbie, My Little Pony, Victoria’s Secret, and Cosmopolitan.
If you’re looking for a color that instantly evokes femininity, pink remains the winning choice. The subconscious dictates.
Yellow and orange: color symbolism
There are many different shades of yellow, which add important nuances to color symbolism. Essentially, it’s associated with vibrancy, joy, creativity, and happiness. In its more matte and golden tones, it represents wealth and power. And in orange, it signifies collaboration, communication, and energy.
Yellow can evoke feelings like vitality and enthusiasm. Schweppes, Cheetos, Hertz, and National Geographic have all chosen yellow for their brands. TNT, Xiaomi, and Symio have opted for orange.
It’s such a powerful color that it must be chosen carefully and in the right amount. That’s why it’s often combined with other colors that balance it, as in the Ikea logo (and not just because they’re the colors of the Swedish flag), or that indicate speed and action, as in the DHL logo.
Blue: what does it symbolize in color psychology?
Blue has traditionally been associated with masculinity. In color symbolism, it’s linked to values and characteristics such as seriousness, status, responsibility, and reliability.
For this reason, it’s used in many political campaigns and in financial, technological, medical, and pharmaceutical products where these values are important. We see this in the corporate image of brands like Pfizer, Intel, PayPal, HP, Movistar, IBM, VISA, and JP Morgan.
But lighter, more vibrant blues are also associated with water, the care and protection of the oceans, and we see this in many brands of mineral water, among others.
Black: what it symbolizes in corporate colors and packaging
Black symbolizes seriousness, firmness, elegance, superior quality, status, and wealth. Subconsciously, black packaging and labeling often make us think of high-quality or high-value products, exclusivity, and luxury.
Brands like Chanel, Yves Saint Laurent, Puma, Ray-Ban, and Dior have their logos in black.
Other examples of color symbolism
- White is associated with purity and cleanliness, honesty, peace, and virtue.
- Purple symbolizes hope, prestige, and wisdom.
- Gray is associated with stability, neutrality, and balance.
If you want to choose the right corporate color for your brand according to color symbolism and marketing, consult our team of branding experts at the Salago design studio in Madrid.
