What message is being conveyed when a brand choses blue as their primary branding colour? Psychologically blue presents trust, integrity, communication. However, use the wrong tone of blue and it’s the colour that can make a brand appear cold, aloof and unapproachable.
Positive qualities of blue are trust, integrity and efficiency. It’s the colour that conveys communication and logic. It also represents calm, reflection and serenity. This is because blue relates to the mind, affecting us mentally.
On the negative side it can come across as cold, aloof and uncaring. When a company whose primary branding colour doesn’t uphold the values of blue it’s brand personality will come across with these negative traits.
As you can see by the brands selected for this article, all use a different tone of blue. IBM, known as ‘Big Blue’ uses a dark blue tone to assert their authority as reliable, trustworthy and dependable. It is also conveying they are conservative and traditional.
It’s no surprise the major social media companies have chosen blue given it is the colour of communication. You will also notice they have chosen different blues. The light blue of Twitter also expresses the fun side of social media given the high amount of yellow undertone.
If you would like to know if blue is the right colour for your business brand and just as important the exact tone of blue, then why not see if a brand colour analysis is right for you. My clients find when they get their branding colours right, they really get how it represents their brand’s personality and how the right tone will increase brand recognition, attracting their target clientele and lead to increased sales.
How do you respond to a brand that uses blue as their primary brand colour? How does it make you feel?
To find out more about the effects colour has on your brand download my free e-book 7 mistakes most business owners make with their branding colours.
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