Colours say an awful lot about a brand; the power of colour cannot be underestimated, especially when it comes to design and marketing.
Although we may not be aware of it, psychologically as people, colours contribute to defining our mood. One example of this is the combination of the colours yellow and red. This combination increases the feeling of hunger, tempting us to eat more.
The colour red on its own is seen as masculine and can also contribute to stirring sexual passion. Also, in other circumstances, it is seen as a warning colour, a sign of danger.
The colour blue, on the other hand, is generally seen as a safe colour, promoting peace, calm and tranquillity, also trust and loyalty, it can be seen as a cooling colour, often making us feel colder.
With all of this in mind, let’s take a look at some of the colour palettes that the worlds biggest brands are currently using online, to understand a little more about them.
www.mcdonalds.com – One of the most globally recognised fast-food brands in the world, recently McDonald’s have been working hard to change their brand perception, looking to target the revenues lost to coffee shops such as Starbucks, notice outside of their primary
www.tommy.com – This American premium clothing company prides itself on its Americanism, by embracing the red, white and blue of its national flag and centring around a 1950’s American feel, Hilfiger clothing can more often than not be recognised just from its colours.
www.amazon.com – The worlds largest online retailer, Amazon uses the contrast between its primary brand orange and a blue-toned grey. Outside of these dual-brand colours the Amazon site is quite neutral. Products then provide the majority of the colour to the site.
www.bk.com – Burger King has moved away from the already known hunger provoking combination of yellow and red, still used on their store branding. Instead, colours have been chosen to match and blend better with their product pictures (Brown for burgers, orange and yellows for fries, buns, and coated chicken.) – This is now more about visual appeal that it is about focusing hunger.
www.facebook.com – Facebook has chosen its safe colourways based on blue, known as a colour that promotes trust and loyalty, it is an ideal palette for a brand that is based around your data. They are not alone in this space; other brands such as LinkedIn, Twitter and Vimeo have all followed suit with this colour choice too.
www.pepsi.com – Again, Pepsi is another brand embracing the American red white and blue. This site also sits on a black background, a choice of many modern looking websites and interfaces such as; Spotify, and a large amount of console game companies, it provides high on-screen impact aimed at a younger more modern target audience.
As you can see, there is a lot more than meets the eye to brand colouring and usage. Brands are tapping into our subconscious to make their products seem more appealing to us, without us even realising.
If you need a little help to define a colour palette for your branding, then take a look at Coolors, a great free colour palette generator. – Take a look here: https://coolors.co/