Color is more than just the phenomenon responsible for creating visual vibrancy; it’s also a powerful tool in the hands of marketers and designers when applied effectively. And the reason why it’s so powerful—the psychology behind color theory—is (in our opinion) one of the most fascinating aspects of marketing.
Understanding how to effectively use colors in branding and promotional product design is essential to creating the most impactful swag for your budget. In this blog, we’ll delve into how colors influence emotions and behaviors, and how brands can harness this power to create compelling apparel and promotional items.
Understanding Color Psychology
To start, you’ll need a basic overview of the fundamentals of color psychology.
Color psychology is the study of how colors subliminally influence perceptions, behaviors, and decision making. It also explores how color can stimulate emotional responses, and how those responses correlate to age and cultural backgrounds across different populations.
Some of the most basic color associations include:
Red: Excitement, passion, urgency, and importance. Often used to grab attention and stimulate action.
Blue: Trust, calm, stability, and professionalism. Frequently used by financial institutions and tech companies.
Yellow: Happiness, optimism, and warmth. Used to evoke cheerful and positive feelings.
Green: Health, tranquility, nature, and growth. Commonly associated with eco-friendly products and the wellness industry.
Purple: Luxury, creativity, and wisdom. Often used in beauty and high-end products.
Orange: Energy, enthusiasm, and playfulness. Effective for promoting friendly and fun brands.
Black: Sophistication, power, and elegance. Common in luxury and fashion industries.
White: Simplicity, purity, and cleanliness. Often used in healthcare and tech industries for a minimalist appeal.
Using Color in Branding
Though color psychology is still a fairly new area of study in the marketing world, one thing has been proven for certain: color choices in branding are critical as they help convey the brand’s personality and values.
By understanding the color associations mentioned above, you can begin to use color psychology to your advantage when strategizing your promotional marketing.
But as with anything marketing related, you’ll want to have a good grasp on your brand’s overall goals and aesthetics before getting into the nitty-gritty of choosing products. Ask yourself if the colors you’re envisioning and prepared to do the legwork of empowering your brand:
- Brand Identity: Choose colors that reflect your brand’s core values. For example, a financial services company might use blue to signify trust and dependability, while an organic food brand might use green to emphasize health and sustainability.
- Consistency: Maintain color consistency across all brand materials to strengthen brand recognition. This includes logos, websites, social media, and promotional products.
- Target Audience: Consider the preferences of your target demographic. For instance, younger audiences might respond well to vibrant and energetic colors like orange and yellow, while an older demographic might prefer more subdued tones like blue and green.
Applying Color Psychology to Promotional Marketing
Now, let’s explore how to effectively use color in designing your apparel and promotional items.
Once you have a good grasp on your brand’s goals, choosing swag colors can be much easier. And remember: even if the color you’re choosing doesn’t necessarily match your brand’s aesthetic, there are ways to keep your swag on-brand while incorporating color psychology.
Goal: Inspire Emotions
Colors are a major driving force for creating an emotional reaction. As a brand, you can capitalize on this emotion resonance in your marketing initiatives by looking for clever ways to connect with your audience.
Example: If you’re trying to inspire excitement at a 5K your brand is sponsoring, consider using orange or yellow as the primary color of your swag giveaways. An orange t-shirt or yellow water bottle emblazoned with your logo is a great way to pump up a crowd while keeping your brand at the forefront of your swag recipients’ minds.
Goal: Capture Market Share
Love them or hate them, your competitors provide insight into what is and isn’t working in your particular market segment. By paying attention to the promotional marketing products they use, you can strategically improve your own approach.
Example: Say your #1 competitor consistently uses colors across their branding that get great results, but don’t match your brand’s aesthetic. That doesn’t mean your brand’s promotional marketing is destined to fail—it just means you need to be more intentional with your strategy and targeted with your approach. Instead of tweaking your entire brand identity to match your competitor, brainstorm ways to use colors in conjunction with your brand’s existing aesthetic.
Want to create urgency during a limited-time offer? Promote your offering using red t-shirts.
Need to create a sense of trust and professionalism during a convention filled with potential clients? Make sure to create as much blue swag as your budget will allow.
Launching a new eco-friendly initiative? Find a way to incorporate more green into your branding for that specific launch.
Goal: Increase Brand Recognition
Consistency is key when working to increase your brand’s recognition, which makes this the simplest goal to accomplish!
Example: Rather than choosing neutral-colored items imprinted with your logo, choose items that come in your brand color(s) and imprint them with a neutral logo. The important part is creating the association your audience makes in their mind when they see your brand color. Apply that same principle to all other hard goods and apparel. With more vendors and items available in more colors than ever before, matching the exact shade of your brand color is easy!
Conclusion
The psychology of color theory is a powerful tool in branding and promotional product design. By understanding the emotional and psychological impacts of different colors, brands can strategically use color to influence consumer behavior and create a strong, memorable brand identity.
Whether designing apparel or promotional hard goods, thoughtful color choices can make a significant difference in how your brand is perceived and remembered. So, the next time you embark on a design project, consider the colors you use – they’re more than just a visual element; they’re a powerful form of communication.
Need ideas for how to think outside the color box and make an impact with your swag? We’ve got that In the Bag! Contact us for a consultation today!