My hubby mentioned the importance of colour branding to me last week, and it got me thinking of the whole “pink for girls, blue for boys” thing. It’s worth noting that I am not a fan of using colours to define gender. I hate dressing my kids in pink and blue. We are in the process of designing the logo for my new website, and colour has been an ongoing sticking point. Today, I wanted to share some of my views.
The importance of colour branding
A lot of brands have been clever when it comes to choosing the colour of their brand’s logo. Others, in my opinion have not. Take Lego… Their logo is red and white. The first thing which springs to mind when I see their logo is the fact it is gender neutral, so it appeals to boys and girls. Research suggests that red conjures up associations of youthfulness, power, passion, and excitement. For me, I think Lego definitely brings out the child in all of us. I’m yet to find an adult who won’t help a child build something.
This Colour Chart shows what research suggests each colour triggers. Careful consideration should be given to the colour a brand uses. This becomes even more obvious when you’re looking at the main websites of major businesses. Take the online betting platform Lottoland, which allows players to buy lottery tickets from across the world. The defining colour of their platform is bright, cheery green. This colour is proven to provoke associations of wealth, happiness and security. To me, this is a good colour choice, when you’re selling tickets with (potential) hundred million dollar prizes.
Nobody is immune to the psychology of colour,
and successful brands recognise this.
It’s no coincidence that the majority of UK banks opt for blue logos and colour branding. According to the BBC, Blue is said to provoke feelings of protection and authority. Who better to look after your money!
HSBC opted for a Red logo. I can’t help but wonder if they had any psychological imput or not. Red is said to promote feelings of danger, passion, energy, warmth, adventure and optimism – that doesn’t make me feel happy leaving my money in their care – what about you? When I was 16 and setting up my first bank account, I went with NatWest. Back then, they were blue.
Pink Vs Blue
Barbie, of course has pink branding. So much so, the shade of pink used is now often referred to as “Barbie Pink”. Unfortunately, I can’t see Mattel changing Barbie’s feminine branding any time soon. However, it’s refreshing to see other toy companies are avoiding pink and blue gender stereotypes.
This doll pushchair, for example not only avoids pink and blue, but the brand are showing a girl and a boy playing with it!
For me, this is a huge leap forward. The brand has stepped away from the traditional pink colour branding associated with doll’s prams. By doing so, it has opened up its target market and is giving boys a chance to own a toy pram too. I mean, why wouldn’t you want your son to pretend he’s a Daddy? Dolls aren’t just for girls any more than babies are just for women.
Choosing The Right Colours
So, now that you know the importance of colour branding, it’s time to choose the right one for your business. Determine which feelings you want your product or business to provoke, and then compare them with a colour chart to see what you need to do.
Finally, if you enjoyed this post, why not check out my business section.