Branding: A Series – Color

Color can be a powerful element in your branding arsenal.

When you are determining the colors for your business you need to keep in mind the cultural influences of your target audience.

Color meanings variety greatly even within our own culture.  Look at the color yellow – happiness and joy on side and cowardliness and caution on the other. These variations only expand when you start looking at the color association of other cultures.  Some cultures view yellow as sacred and auspicious while others see it as a color of mourning. Whit this range of meanings it is important to understand your target audience and how they relate to the colors you are considering.

This doesn’t mean you have to rule out or not use any color, but you should do so from a place of knowledge and understanding.  If you have an awareness of the possible connections that your target audience has with a color, you can make your selections and usage decisions to support your intended message.

For more details about color associations across culture visit www.empower-yourself-with-color-psychology.com/cutural-color.html