Red, green or blue? — Which color suits my company?

You feel like having a cola, go to any supermarket and set off on a search. What are you looking for here? After the lettering or a red tin? That's right. After a red can, of course. We automatically associate the red color with the Coca-Cola brand. In fact, we humans decide in less than 90 seconds whether we like a product or not, and 90% of that decision depends on the color. Accordingly, it is extremely important for you as an entrepreneur to choose the right colors for your brand. Here you can find out which feelings are triggered by certain colors and which color scheme is best suited for your industry.

definition

Color psychology investigates whether and to what extent colors influence our feelings and thoughts. Colors also help you make decisions. Each color is assigned a spectrum of meanings. The reactions to the colors are based on our cultural background, taste, or upbringing. People have always used the symbolism of colors to express power or feelings. But why do colors have such a big influence and what exactly are colors?

Color is the individual visual perception that is evoked by light. All light travels on an electromagnetic spectrum, which ranges from the longest to the shortest wavelengths. The color stimuli perceptible to humans range between 400 nanometers and 700 nanometers. The different wavelengths within this range result in all the different colors that we humans can perceive. Color perception is subjective. It depends on the condition of the eyes, the sensitivity of the receptors and the perceptual apparatus.

People decide whether they like a product or not in less than 90 seconds. 90% of this decision is based solely on color (99 designs). Accordingly, it is important as a company to use colors specifically to design their own brand, logo or product for the desired target group. So when it comes to branding, you should focus centrally on the colors.

Color theory

The brief digression is intended to introduce you to color theory. There are two color systems here. On the one hand, the additive color system: RGB. Additive color mixing makes it possible to produce colors by mixing red, green and blue light sources with different intensities. The more light you add, the brighter the color becomes. Mix all three colors, you get pure white light. The colors red, green and blue are mainly used digitally. This means that TVs, screens, and projectors use them as primary colors and mix them together to produce other colors. If you work with files for screens, you should always use RGB.

The subtractive color system, on the other hand, means all colors on a physical surface, such as on paper, signs and packaging. Subtractive here means that you remove light from the paper and add another color. The traditional colors that were used here were red, green and blue. However, with the development of color printing, these were replaced by cyan, magenta, yellow and black (CMYK). This is because this color combination allows printers to produce as many colors as possible on paper.

Color psychology and culture

As mentioned earlier, colors influence our thoughts and feelings. Behind this are preferences, associations, but also cultural and historical meanings. In some cultures, many colors have certain associations that are different from others. In Germany, for example, black is a typical color for grief. White represents purity. In China, it is the other way around. White is worn at funerals. In South Africa, red stands for grief. We see that colors can mean very different things in different cultures, so when choosing a color scheme, you should be aware of the background of your target group.

General meaning of colors

Blau

Blue is a very popular color for banks. The color conveys security and trust. It is also usually regarded as a more masculine color. Blue can also be associated with peace, serenity, refreshment, peace, relaxation. Industries where blue colors are primarily used: finance, insurance, aviation, technology and electronics.

greenery

Green symbolizes health, nature, growth and the environment. The color is very suitable for quiet, adult brands. The color also reminds many people of the recycling logo. It is therefore perfect for environmentally friendly and organic brands. Green can also be used for a spa company, as it creates a soothing, refreshing experience.

Rot

Red is a very eye-catching, hot, lively color. We often associate them with the terms: passion, energy, love, warmth, war, anger, danger, self-confidence. It is therefore perfect for dating services, for example. The color is also used very often in gastronomy, as it stimulates the metabolism and blood pressure of viewers, resulting in a feeling of appetite.

yellows

Yellow as the sun. The color stands for warmth and zest for life. It is not for nothing that smileys are in yellow, because the color spreads a good mood. It also symbolizes curiosity, love of freedom, spontaneity and optimism. However, it can also be associated with danger. Therefore, a tool brand, for example, can use the color yellow to indicate the possible risk of injury.

Orange

Orange is a friendly and cheerful color. It stands for youth, energy, humor and joie de vivre. It also helps against depression. The color is very flamboyant and eye-catching. If you want to attract children and young people with your product, the color orange is very suitable. The color is also easy to use for beauty brands

Braun

The color brown is usually associated with reliability, tradition, earth, masculinity, nature and warmth. For a company with garden products, the paint is very suitable. But you can also work with the color brown for cafés, as it is very closely associated with coffee and chocolate.

Schwarz

Black isn't technically considered a color, but it's still powerful and eye-catching. Luxury, mysticism, power, mystery, control and elegance. These are some of the associations we have with black. The color is therefore very suitable for gyms, for example, as it stands for strength and power.

Industry-specific use of colors

Color design in the doctor's office

The rooms in a doctor's office are both business premises and living spaces at the same time. It is therefore important that you pay attention to the color scheme when designing the practice. White is still the classic choice for a medical practice. It radiates hygiene and cleanliness. But alone, the color looks very cold. This is why you can use the color very well as a background color to accentuate colorful details. The color white is very easy to combine. You should refrain from using red as the color is associated with blood and pain. You should avoid orange in rooms with a lot of public traffic (waiting room, reception), as the color appears restless very quickly. Green has a positive effect on people. It provides a feeling of peace and relaxation. So you can calmly set green accents. Blue also has a corresponding effect. It is no coincidence that most practice logos are therefore in blue and green. Brown and beige are earthy colors and can appear very dark in excess. For a large-scale application, you can use lighter shades of earth. The patient should feel particularly welcome in the reception area, so bright tones are very suitable here. In the waiting room, you should use soothing colors to create a comfortable atmosphere. The treatment room should be decorated in restrained colors. The color scheme of your practice is extremely important so that the patient feels completely comfortable.

Color design in the hair salon

In hair salons, it is particularly important that your customers can relax and feel good. Which colors are particularly suitable for this? Black furnishings such as barber chairs or wheelchairs look very elegant. The color white represents purity and cleanliness. Together with black, it never goes out of style and can be combined with strong colors. So you're always on the right side with the colors black and white. One of these vibrant colors is red. However, you need to be careful here. Rooms that are mostly decorated in red look very restless. A brown interior, meanwhile, looks very cozy. Well combined with the color green, the furnishings provide peace and relaxation. After all, these are the feelings that you want to trigger in your customers. All colors come in different shades. Particularly eye-catching colors are called signal colors. You can use these in accents, for example as a reference to the area of hairdressing areas. Warm colors such as red and yellow are attractive. They create a feel-good atmosphere and are therefore perfect for a hair salon.

Color design in catering

In catering, the interior color should, of course, match your concept. First, you should consider which style you want to implement in your restaurant. Another important aspect is the question of the target group. Would you like to address business people, families or young people? Red is considered a popular wall color in gastronomy because it stimulates appetite. Yellow and orange are friendly colors. This creates a cozy atmosphere. Brown is the appropriate color for traditional restaurants.

conclusion

As you can see, there are many aspects behind the color scheme that you don't necessarily think of at first glance. So that you too can be recognized, such as the Coca-Cola or Milka brands, it is important to become aware of color psychology and find out which colors suit your company, your brand. Engaging with your industry and target group is essential for this.

You can find more information about Socialwave's marketing package here.

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