Red – the colour of fire and passion. It’s the colour that gets us hot under the collar and riled up. Red colour psychology is a warming influence that inflames passion and gets the heart racing!
This article is part of a series exploring colour psychology in branding and how it affects brand perception and moulds its image. Red colour psychology presents many options for brands to promote feelings that resonate with their audience and create interest.
Colour psychology is incredibly significant in branding. Where shapes prompt recognition, colour elicits an emotional response. Colour is how you create a connection with your audience, so getting it right is important for your brand identity.
Understanding Color Psychology
You’ve probably come across the concept of colour psychology. Very simply, people attribute meanings and feelings to colour based on several evolutionary, social, psychological and even physiological factors. These are commonly agreed upon (thanks in part to semiotics) but may have regional or cultural variations.
Colours evoke different emotions and perceptions thanks to the above factors. Red, for example, is commonly associated with blood, so has some of the strongest emotional connections – and the most juxtaposed. It is at once the colour of love and anger, passion and hate. As such, using it correctly can be tough.
In branding and marketing, colour psychology has a massive impact. The colours used for a brand’s visual identity or marketing collateral directly link to how a potential client feels about the brand. People tend to remember how things made them feel, rather than facts and figures, so creating the right set of emotions is vital to branding.
That’s why your colour choice is so important – and colour psychology plays a huge role.
Focus on Red Colour Psychology
Red colour psychology focuses on several areas that can benefit your branding efforts. First, it’s important to break down what red is usually associated with, before looking in more detail at how to use it.
Red is a primary colour and is a warm colour. Warm colours are seen as exciting and hot, often being associated with fire and the sun.
Red is the colour of passion and excitement. It is a dynamic colour and as such it demands attention. As it is so bold, it is the colour of those with energy, passion and sometimes aggression. It is often associated with those who strive for success.
Red is an attention grabber, often in a bold and loud manner. Due to this, it is frequently used as an accent to draw attention – keen use of the colour as an accent can help focus attention on important elements of a design. In addition to this, it is seen as a stimulant and can even get hearts racing and blood pumping when used correctly. Check out the infographic below for some more facts about the colour red.
Emotions and associations in red colour psychology
People generally associate red with power, passion and energy. As red tends to quicken the pulse, it is frequently used to build a sense of excitement, determination and even hunger!
It’s also important to note that, like any colour, different hues create different emotional responses. Here are some examples of different reds and their uses:
- Scarlet has associations with vibrancy and enthusiasm, thanks to a hint of orange in the hue. This brightness creates a more fun red, but it is also closely associated with love and passion due to its vibrancy.
- Bright red is a high-energy, pure red hue that creates an energetic response. This hue often quickens the pulse so can provoke the physical reaction of feeling hungry. This is why similar tones are often used for fast-food restaurants.
- Crimson is far deeper than the previous reds, closer to the colour of blood. This is what provides its associated feelings – power and determination – a holdover from ancient superstitions surrounding blood. It also has a more sensual side.
- Burgandy is more subdued than the other shades, notable for having a subtle purple hint in the mix. This provides a more sophisticated and subtle connection that is seen as more serious than other reds.
- Dark red has an incredibly deep, rich tone – creating a far more luxury appeal not seen in other reds. This also lends it a more professional air, creating the impression of a no-nonsense, in-charge brand.
Examples of successful brands using red in their branding
There are many examples of red being used in branding – as it is so bold and bright, it is often one of the more memorable colours in the spectrum, aiding brand recognition.
Here are a few examples of recognisable logos that use red.
Coca-Cola
One of the most recognisable logos in the world (it constantly makes the top 5 in most lists), Coca-Cola uses a bright scarlet to add a sense of fun, enthusiasm and passion. This helps position the brand as a fun choice to be associated with having a good time. This is reflected in the wider brand identity, with their marketing, showing people enjoying themselves. This builds an idealised, fun image of the world (reflecting their primary brand archetype as the Innocent).
Nintendo
Nintendo’s primary colour is a bright red – reflecting energy and excitement. The company is well known in the games industry for its innovative tech and mantra of always putting player excitement first. Bright red creates a youthful appeal that even crosses generational lines, promising the same energy and excitement that long-term fans felt the first time they picked up a game.
Virgin
Virgin has always positioned itself as the rebel choice in whichever industry it enters, providing an exciting, dynamic alternative. As such, the bold red branding aims to draw attention to itself in what were often more ‘blue’ spaces – tech, travel and even retail. This willingness to stand out and be different presents Virgin as a lifestyle brand for the bold.
Red in Branding
Red’s associations with power and passion make it a bold choice for brands – the attention-grabbing, exciting nature of the colour makes it ideal for brands that want to stand out.
Various big brands use different shades of red to excellent effect. KFC, Pizza Hut and McDonald’s have all used red to make the audience feel hungry, while Netflix and Marvel use it to show excitement. The BBC uses a darker hue to build a sense of sophistication and serious professionalism, while Nintendo’s bright red builds on feelings of fun and excitement.
It’s important to remember that red has some negative emotions associated with it. The most prominent negative feeling that red portrays is aggression but intolerance and fear are also associated with it. As a result, this can push people away from your key message if used incorrectly. At its best, however, it is a colour that builds excitement and grabs attention – it can be highly effective in marketing campaigns.
It’s also important to note that Too much red can be distracting and confusing – using it sparingly to draw the eye can have a far better effect than plastering it over everything!
Red also has different meanings across the world. In the West it has common associations with love and passion – think red roses and the amount of red you see around Valentine’s Day. In China, it is a lucky colour and is associated closely with the element of fire, representing life and vitality. It is seen as a highly prosperous colour that brings wealth. These associations are worth noting if you aim to have a worldwide brand.
Conclusion
Colour psychology is an important part of showing your brand’s character. When it comes to branding, simply picking a colour because you like it is not enough. Instead, think about the feelings and experiences you want to reflect to your audience.
For red colour psychology, understanding how to harness its fierce energies is vital to using it well. Do it well and you can grab attention right from under your rival’s noses – but if used carelessly, it can exhaust your audience and make them look elsewhere.
Overall, red is a great colour choice for bands that want to stand up and be noticed – but they must be able to walk the walk! If your visuals shout ‘high energy’ but your interactions are dull, it’ll cause a mismatch between brand perception and brand experience. Reds can be a huge asset to your brand identity – when used right!
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