The Meaning of Colour in Branding – Green, Blue, and Purple
In our previous post on red, yellow and orange we looked at the emotional responses we have to the colours in logos and corporate identities. Also read The Power of Colour in Branding – 50 Shades In Between. In this post, we are discussing the power of colour in branding with a focus on green, blue and purple. (Reading: The Power of Colour in Branding – Green, Blue and Purple)
We only have to look around us to know that green is the colour of growth, harmony and nature. Green shades can vary from dark and strong to playful, fresh and young.
An interesting fact about green, more specifically emerald green, is that it really stands out on TV. If you are in a TV crowd and you want to make sure your mum at home sees you, emerald green is the colour to wear!
On an emotional level green is all about individuality, finding your own space and following your heart in realistic ways. Green is a mixture of blue and yellow. Itcombines the knowledge and intellect of yellow, with the peace, trust and stability of blue.
It refers to nature, spring, new growth, strength, inspiration and energy. These elements are a dream to work with in certain branding projects. On the flipside, colours have “negative” polarities as well. Green is about stagnation, jealousy and insecurity, but you will know when your brand shouts out that message, and it will most probably not be a branding problem. It is easier to get green right than wrong in terms of the message in your branding.
Darker shades of green often represent health, conservation and finance whereas lighter greens are about the environment, new innovations and lifestyle.
Blue is the most widely used colour on the internet as well as in broadcast, design and digital design. Many of the websites we visit every day, are blue. Facebook, Twitter, LinkedIn to name a few. The backdrops for many talk shows, news programs, music and even comedy shows on TV, are blue.
I am not really a blue person when it comes to my home and clothing choices, but I love the blues in my own website’s design. The main colour is red, but the blues just add a softness and some amount of contrast and solid basis for other things. A blue colour is easy to pair with other colours, possibly the easiest of all. You can find a shade of blue to match almost all other colours. One of the most popular combinations in design is blue and white, often coupled with a flat text and plain, basic shapes.
It stands out but at the same time it is a subtle, solid colour, and consequently great for a gradient or background with a pattern or texture. Blue has many shades and, depending on how you use it, they all communicate a different idea. Light blue is peaceful, soft and calming. Royal blue and blues going towards the turquoise spectrum are strong and catches the eye. Dark blue is traditional, stable and solid.
Considering all this, it is no wonder that the emotions blue symbolises, speak of peace and trust. Blue in branding signifies the keywords practical, dependable, stable, intelligent, clear, and insightful. If this moves over to a negative level, it can be boring, uninspiring, rigid and stubborn. However, as with all other colours, it depends on what you do with it. It is easy enough to make sure you optimise the many positives aspects of blue while focusing on creative design and positive messaging.
Traditionally in Western culture, purple was the colour of royalty, the clergy, and death. Although it is still true for some older brands, it is nowadays possibly more about individuality, mysticism and making a bold statement. Only the courageous venture into purple branding, often to say – we are different. This is a great statement if you are, in fact, different. It can really make your brands stand out and emphasise your uniqueness.
In South Africa, Steers is a good example of the successful use of purple in branding. Burger and fast food restaurants traditionally used red at the time when Steers boldly rebranded with orange and purple. It was exciting, modern and new, but not only that. Their food was also different, and the purple branding helped them to get the fact noticed. While other outlets served cookie cutter burgers, Steers made juicy, real beef, flame grilled burgers, chips with their own seasoning salt, and introduced their own sauces.
Emotionally, purple is about renewal but on the flipside, it is the colour of grief. While that is great for a funeral parlour, it is advisable to pair it with playful or cheerful fonts, shapes and images for other businesses. Purple is a beautiful tool in your design toolbox, especially for the appropriate statement.
Also read: Also Read: The Meaning of Colour in Branding – Yellow, Orange and Red
The Power of Colour in Branding – Green, Blue and Purple
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