Rebranding is a much more elaborate process than changing colours; it alters the brand's perception. If appropriately implemented, it takes a company to another level, attracts new clients, and positions itself in the market. This is where a rebranding agency is called upon to guarantee that your image is on par with your branding. Colour is one of the essential elements to identify when rebranding. Colour influences emotions, and affects behaviour and attitude toward the brand and its products and services.
In this blog, we will understand the colour psychology of rebranding, why it is relevant, and the impact of deciding on the right shade.
Why Colour Matters in Rebranding?
Colours create sentiment and convey a message without speaking. Research indicates that as much as 90% of consumers' first product choice is due to colour preference. However, in rebranding, when the message that has to be conveyed is about a fresh or enhanced image, the role of colour must be emphasized.
When a rebranding agency takes up a project, it goes beyond choosing logos, fonts, and taglines. It takes care to select the right colour that will reflect the company's values, vision, and intended target market. Colour options in rebranding are not random, and they are backed by rebranding plans that consider psychology, market trends, and competition.
Picture Coca-Cola without red or McDonald's without yellow. These colours are part of brand identity; therefore, any changes in them may substantially affect consumer recognition and emotional appeal. That is why when companies decide to rebrand, they invest their attention in the choice of colour – because it is more than aesthetics and impacts the perception of a brand at the emotional level.
The Profound Effects of Colors
Knowledge of the psychological impact of different hues is essential to any rebranding company. Here are some commonly used colours and their psychological associations:
Red: Red is known to create a sense of passion, urgency, or energy. It is primarily utilized in the food and entertainment industry as it indicates increased appetite and excitement. However, red should be used carefully because it may also convey danger or warnings.
Blue: Blue is a colour that helps a customer feel safe, guaranteeing good product/service quality and performance. Many rebranding agencies that need a serene colour for business disciplines use blue for business professions like finance, healthcare, and technology. It is also the most popular colour among men and ideal for brands with male-centric customers.
Yellow: Cheerful and bright yellow is a colour that reflects happiness, warmth, and a positive outlook. It's a colour that instantly grabs attention but may also cause anxiety if used too frequently. Established brands who want to try to put on positive and young images are expected to use yellow with their rebranding.
Green: Depicting nature, growth, and health, green is versatile in branding. Environmental and wellness brands commonly use it. Green also means prosperity and wellness; financial firms often use it when rebranding.
Black: Black conveys sophistication, power, and luxury. Brands in technology, fashion, and high-end products typically use black in rebranding. It's edgy and classic and can give a brand a more upmarket feel.
Purple: Purple is initially linked to spirituality and royalty and symbolizes comfort, inspiration, and creativity. It is one of the unique colours that may distinguish it from competitors, so rebranding companies often use it to convey values such as innovation or exclusivity.
Colour and Brand Personality
When it comes to choosing colours at the time of a rebranding, it's essential to understand your brand personality first. Are you an energizing, fresh, enthusiastic organization or a critical, proficient brand? Your colour must conform to your brand personality. This is where a rebranding agency is called upon to guarantee that your brand image matches your branding.
For instance, a tech startup firm in the market planning to rebrand may settle for brighter colours like electric blue or neon green. Therefore, if all the brands incorporated in the tech market use blue as their trustworthy colour, using an 'abnormal' colour, such as orange or purple, will make the brand acquire or get more recognition. In contrast, a law firm that must rebrand itself to a professional and trustworthy firm may stick to primary colours such as navy blue or black. The key here is the harmony between the design and the company's message – the less variation, the better.
Trends vs. Timelessness
When it comes to rebranding, one of the things that a company needs help with is whether to use the current trends or stick to the classics. Colour trends come and go, though switching to colour trends can be inspirational; it can also be counterproductive when the trends stop trending. A professional rebranding agency usually balances between choosing trendy and more traditional colours that will still look good year after year.
For example, in the early 2010s, pastel colours were the most popular among brand identities in the fashion and cosmetics segments. Companies that invested heavily in such a trend conducted their business well but needed help to stay relevant later. In contrast, the companies that work with more traditional colours such as blue, red, or black have consistent brand recognition over the years.
Role of Competitor Analysis
Competitor analysis is also an essential aspect of the rebranding strategies. When choosing colours, a rebranding company must first analyze the competitor's colour schemes in the industry. This is about not fitting in but being a freak. That is why, if all the brands in the tech market decided that blue is the best trustworthy colour, it would be effective for one brand to choose another colour, for instance, orange or purple, to get more popularity and stand out from the others.
Though considering to stand out is essential, you must also choose colours that resonate with your target audience. In this case, a rebranding agency evaluates the target market to understand and decide what colour would match the audience's emotions and expectations and make them stand out from the competitors.
Choose the Right Palette with DN Designs
Choosing colours to rebrand a brand's identity is both a science and an art. It needs profound background knowledge about the colours and their meanings, the brand's character, the market trends, and competitor analysis. A professional rebranding company best handles this task since they have the necessary experience and expertise to take the businesses through all the required steps and develop a final palette that looks good and resonates with the emotions needed for the target audience.
A rebranding agency contemplates the complete brand identity. They know how the proper hue can affect the brand's image and popularity. When launching a new brand to the market or looking to change the image of a particular brand, colour is critical in the process, irrespective of whether the brand in question is a tech company, a fashion company, or a nonprofit organization.
Conclusion
Colour in rebranding is a critical aspect considered in branding and rebranding. How a brand looks can change the whole image, elicit emotion, and bring an anticipated response from the audience. Remember one thing: colour is not merely about aesthetics; it may change the future of your business. Call us today at +91 941 601 1100 to get your rebranding done at ease!
Comments