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Is Your Brand Feeling Blue?

Beat the winter blues

The winter doldrums have officially set in here in the Northeast. As the snow extends well into February (and likely March…), it’s easy to start feeling, well… blue.

Feeling blue is the pits. Fortunately, I’ve found ways to combat that myself — by rekindling my love of skiing! — but I’m here today to tell you this: blue isn’t always so bad.

You see, blue is one of the most common colors found in branding. (You did know that’s where I was going, didn’t you?) It’s for good reason, too: blue also happens to be the most well-liked color amongst men and women the world over.

So what role can blue play for your brand?

I’d never wish for anyone to feel blue, but blue in your brand can be pretty spectacular. You see, there’s a reason successful, longstanding companies like Facebook, Allstate, and PayPal primarily use blue in their branding.

In general, blue is the color of intellect and communication. It represents trust, dependability, transparency, and safety.

It’s popular in corporate America (think: banking, insurance, medicine) for that reason. These companies want (and need!) to promote trust, dependability, and safety.

Of course, there’s more to it. Color is powerful, which also makes it complex. Different shades of blue will evoke different emotions, making the choice of the right shade crucial to activating the right feelings in the minds of your potential customers. Here are a few examples:

– A pale blue represents creativity, freedom, and inspiration.

– A soft sky blue emits feelings of calm, selflessness and helpfulness.

Azure blue stands for determination, purpose, and ambition.

Dark blue inspires responsibility, reason, and knowledge.

Paying attention to the shade of blue makes it versatile. It’s why blue works well for corporate America, but it can also work equally as well for a massage therapist running a small business out of his/her home.

If you doubt the importance of these nuances, remember this: color is one of the most important and powerful aspects of your brand. This isn’t just my humble opinion. Research shows that it takes just 90 seconds for a customer to form an opinion about a product — and 62-90% of that interaction is determined by color alone.

Consider the emotions you want to evoke from your potential customers when they see your brand. Does blue work for you?

Back to those pesky winter blues

It’s always around this time of year that we could use a little brightening up. For me, beating the winter blues means getting outside for some fresh, crisp winter air on the slopes and soaking up some sun and exercise in the process. For you, that might mean a cozy book, a bowl of popcorn, and a fireplace.

For your brand? It means taking a look at the colors in your palette and how they’re used throughout your brand to inspire your clients to feel how you want them to. You never know — perhaps your brand needs to feel a little more blue!

Learn more about the effect of color in your brand with my handy What Does Your Brand Say? workbook, and when you’re ready, get in touch to set up a complimentary Brand Clarity Call.

Meanwhile, I’ll see you on the slopes!

Comments

  1. Thanks, Cindy — for my graphic design class, our current assignment is creating a logo and brand identity. Color choice is one of the parts of the process our instructor emphasized. I’m using blues as part of my creation, hopefully with good impact.

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