Color branding for business is essential, although many business owners neglect consistencies in colors the company uses. Emotions are powerful tools when it comes to influencing a shopper. Many consumers shop with their brains and their guts, meaning that how a product makes them feel is almost as important as how it functions.
Faber Birren, a famous color theorist, wrote about the strong link between colors and a human’s emotional state. This is most evident in his book titles Color Psychology and Color Theory. Just as the words love and bike rack engenders emotions in people, so do colors like blue and red. Blue and red both elicit different emotions.
Color psychology transcends borders, which means that yellow will evoke similar feelings from coast to coast. Birren claims that different feelings are created even within different shades of the same color. For instance, dark blue and baby blue will create different effects. When these colors are applied to blow molded cases, it allows individuals to represent their company while on the road.
It is important to recognize that color theory is deeper than thinking pink is a fun color. Faber Birren links human evolution with certain colors developed after association with objects (red=blood).
The neuroscientist Antonio Damasio claims that people care about what the brand does as well as what they think about it. Because colors evoke emotions, the colors a company uses in their logo, marketing material, and even custom carrying cases helps to consolidate into an idea or a feeling that the company represents.