Blue – Trusted and Calming
One of the things people remember first about a brand is it’s colour choices. In this series of articles, we’ll be looking at what each colour says about a brand, how it makes people react and what message it sends. This article looks at the colour blue and the brand messages it promotes.
Blue is a primary colour and is a cool colour. Cool colours are seen as calming and tend to recede in space, making them less overwhelming than warm colours.
Blue is the colour of trust and dependability. It is a calming colour and as such is used to reduce tension or anger. It creates the impression of open space in a harmonious manner and reminds people of the sky or sea.
In many ways, blue is the opposite to red. Where red is used to draw attention and increase the pulse, blue has an opposite effect. It slows the pulse and promotes calm. The corporate world favours it, where trust is a key message to build loyalty. Idealistic, orderly or authoritative people gravitate to this colour.
Trust is the key message of many of these brands so they use blue as their main colour to promote brand loyalty. It is also the colour of technology, so many of these brands are tech or internet based.
Facebook is known the world over and has over 2.32 Billion active users. The Facebook brand utilises blue to promote trust and more importantly, one to one communication. Other communications companies such as Samsung and AT&T also use it for this reason. Facebook promotes brand loyalty through their use of blue and this shows in the huge number of users.
Barcalays Bank uses blue to promote trust. There have been many scandals in the banking industry over the last few years, so it it little wonder that banks choose the colour to appear trustworthy and conservative. Consumers are sceptical of banks in the current climate, so using blue is important to regain trust. Barclays also has one of the top ranking banking apps for mobile devices, playing into the tech side of the colour choice.
Dell lean heavily into the tech-based meanings of the colour. Many hi-tech companies utilise blue for it’s calming properties as consumers can become stressed with the introduction of new technology. Some people have a natural fear of technology, so this calming colour helps alleviate these fears. This particular shade of azure also shows determination and purpose.
Tips for using Blue
As with any colours, it is important to understand what your brand message is and whether your colour choices complement this. Blues are perfect for creating a calming image. Different shades also hold different meanings. Pale shades are seen as creative and inspire freedom and inspiration, while darker shades are responsible and serious. Azure is a determined and purposeful shade while sky is calm and selfless. Turquoise shows clarity and harmony and teal is a spiritual, sophisticated colour. It is important to understand exactly what shade you are using as there is a variety of possible messages that can be sent.
Blue does have a number of negative emotions associated with it. It can often be seen as rigid, too conservative or predictable. At it’s worst, it is spiteful and self-righteous or unforgiving. At it’s best however, it is a colour that promotes calm and trust, so used well creates devoted brand loyalty and trust in a company.
Various parts of the world also hold a different meaning for it. In North America it is associated with liberalism, the opposite of it’s usual conservative roots in the UK. In Egypt it is seen as a spiritual colour that wards off evil and in China it represents immortality. Latin America think of it as a sombre colour associated with mourning and serenity.
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