The top color mistakes brand managers make

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Set your brand apart with color
Set your brand apart with color

When choosing the color that will distinguish your brand, consider the symbolism and theories behind the hues.

The importance of color and how it relates to your target audience is a vital part of creating a memorable brand identity. Over time, the color that your company and agency partner choose may become as important for physician and patient recognition as the brand name itself.

This overview of the common psychological connotations attributed to various colors is intended to facilitate your choice of brand colors.

Psychology of color (symbolism)

The mind subconsciously relates each color to a feeling. Although perceptions of color are somewhat subjective, some color effects have universal meaning.

For example, colors in the red area of the color spectrum, known as warm colors (including red, orange, and yellow), evoke emotions ranging from feelings of warmth and comfort to feelings of energy and enthusiasm.

Colors on the blue side of the spectrum are known as cool colors and include blue, purple, and green. These colors often conjure up feelings of calm, but they can also call to mind attitudes of sadness or indifference.

Meaning of color (theory)

Color surrounds us. We see it and are programmed to respond. Color, a powerful nonverbal form of communication, offers an instantaneous method for conveying meaning.

The subliminal message we get from seeing a given color shapes our thoughts about whatever it is that we are observing. With this in mind, using the appropriate colors in a biotech marketing campaign will reinforce the message and emotional undertones that you hope to convey.

Here is a sample of emotions and imagery commonly associated with individual colors. Consider (or avoid) these combinations when creating marketing materials:

  • Red: passion, energy, stop, vitality, love, blood
  • Yellow: joy, intellect, caution, youth, clarity
  • Green: fertility, money, healing, success, growth
  • White: perfection, purity, weddings, cleanliness, virtue
  • Blue: knowledge, tranquility, calm, peace, coolness
  • Black: fear, negativity, death, evil, secrecy
  • Purple: royalty, wisdom, spirituality, imagination
  • Orange: creativity, invigoration, uniqueness, energy
  • Gray: neutrality, lack of commitment, uncertainty

Taking advantage of color—by considering the personality of your brand and the colors and emotional associations that will best suit it—sometimes means daring to be different. Engaging the audience with the most impactful color choice for your biotech product will create an emotional impression that will undoubtedly withstand the test of time.

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