Adding emotion to identity through colour
Each year Pantone announce a Colour of the Year, for the forthcoming 12 months. In December they announced their Colour of the Year for 2015 to be Marsala Pantone 18-1438.
Designers like myself love colour theory and it's always interesting to read Pantone’s description of what their colour of the year means to them. Executive Director of Pantone Color Institute, Leatrice Eiseman describes Marsala:
“Marsala enriches our mind, body and soul, exuding confidence and stability. Marsala is a subtly seductive shade, one that draws us in to its embracing warmth.”
Hmm … they seem to be treating the colour like some kind of human character here. However, whether you agree with the power of Marsala or not, certain psychological and emotional feelings can be communicated through use of colour, especially in a branding situation:
Conveys warmth, clarity and optimism.
Think IKEA, Hertz and Yellow Pages.
Conveys confidence, cheerfulness and a friendly outlook.
Think Orange mobile network, Fanta and Nickelodeon.
Conveys boldness, youth and excitement.
Think Coca-Cola, Virgin and Kellogg’s.
Conveys creativity, imagination and a wise outlook.
Think Cadbury, Yahoo! and new sic-fi cable channel Syfy.
Conveys dependability, trust and strength (why so many corporates use it!) Think Dell, HP, Twitter and American Express.
Conveys growth, hope and health (obviously good for environmental causes) Think John Deere, Starbucks and Spotify.
So, it looks like the Creative Cadence brand is a heady mix of youth, excitement, dependability and strength. I’d love to say all this was pre-planned … ahem … maybe sub-consciously! It’s definitely worth thinking about the psychological and emotional feelings that can be conveyed through colour in your brand, even if it’s purely a sub-conscious emotion triggered in your clients or customers.