Brands and Color:number seven in a series

Still going around the color wheel, we’ve finally come to primary color, red.

This is a color of mixed messages and associations.

First, red is powerful and aggressive. It tends to dominate other colors in combinations. We all know it’s a warm color. And at its most intense, red is associated with hot. It invokes excitement and action.

Red is the color of blood and violence. But it’s also the color of romance and valentines. And Santa Claus wears a red suit. It’s the traditional color of fire engines, rescue efforts and traffic signs/signals meaning “stop”. In nature, healthful fruits and veggies are often red.

 

We speak positively of red-letter days and the red carpet treatment. Negative expressions include: seeing red, being in the red, red tape, a red flag and a red herring.

Red’s cultural meanings and associations vary worldwide but are generally positive. Brides in Hindu, Islamic and Chinese cultures usually wear red. In India, a red mark on the forehead purports to attract good luck. Red in Singapore symbolizes joy. It is associated with good fortune in China.

Because red is vibrant and powerful, a little dab might be all you need to convey a message of action and vitality.

Green is the complement color to red. Orange and purple are analogous to red. Names for different shades and hues of red include scarlet, crimson, maroon, burgundy, ruby, flame, vermillion.

If you are looking to associate your product/service/organization/event with a festive, forceful, hot, bold, and/or dynamic color, red would be first choice. Brands associated with sports, energy supply and youth often look to red.

Those people who prefer red are usually impulsive, athletic and sexy. They are optimists and passionate about their activities. They want to experience life to its fullest, even though they will have swings in their emotional natures.

Although red is a popular color for branding, there are some darker shades that are not used as often that will also impart the associations provided by bright reds.

Martin Jelsema
303-242-5975

 

Branding related posts:

1. Color and Branding – Number 4 in a series.
2. Branding and Color– Number 5 in a Series
3. BRANDING & COLOR – Number six in a series
4. Color & Branding – Number 2 in a series
5. Brands deserve a palette of color