Ever wondered why some cafes struggle while their competitors thrive? Is it because they’re overpriced? No. Is their food not good? They have years of culinary experience and use the finest and freshest ingredients daily. So, what could be going wrong?
The answer lies in the colour.
It’s a common oversight among startup brand owners to underestimate the significance of colour, often considering it the least essential aspect of their business. However, colour is not just about aesthetics; it has a profound psychological effect on those who see it. Just as you wouldn’t choose a bright red colour for your bedroom over a darker colour, the same principles apply to your brand. The right colour choices can significantly influence how your customers feel and act. Understanding this can lead to substantial growth and improvement for your brand, offering a promising future.
Consider a recent case where a client looked to rebrand a bakery business and wanted to incorporate baby blue into its logo. Blue is commonly associated with competence, trust, reliability, and professionalism—attributes that don’t necessarily convey the warm, inviting vibe the bakery wanted.
Here’s a brief look at the psychological effects of colour using the rainbow spectrum:
- Red: Passion, excitement, love, and anger.
- Orange: Energy, fun, creativity, and affordability.
- Yellow: Positivity, playfulness, and caution.
- Green: Nature, growth, tranquillity, and eco-friendliness.
- Blue: Trust, reliability, and calmness.
- Indigo: Introspection, intuition, and wisdom.
- Violet: Luxury, spirituality, and imagination.
Choosing the right colour is about more than aesthetics. It’s about aligning your brand’s identity with your audience’s emotions and perceptions. This understanding empowers you to create a brand that resonates deeply with your customers, putting you in control of their experience.
The vision for the newly rebranded bakery was to evoke brightness, joy, and universal appeal. At the same time, they plan to incorporate healthier choices into their menu, making the offering a reliable source for their daily needs/consumption. To achieve this, we complemented baby blue with a secondary colour: yellow.
Description: The logo samples above do not reflect the actual logo/business.
Yellow is often associated with happiness, energy, and warmth, perfectly aligning with the bakery’s desired image. By integrating yellow, we created a balanced and appealing brand identity that resonated with customers, ensuring that the bakery’s vision was at the heart of the rebranding process.
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