Color Theory: Blue as a Branding Color
Understand the color theory of blue to make the right choice for your branding and marketing
If you are considering blue as a primary color for your brand, it’s a good idea to understand the color theory of blue and cultural references that are associated with it and the nuances between different shades of blue.
Color psychology: blue is associated with water
Blue is associated with water. The oceans look blue when viewed from outer space and blue is nearly always used to indicate water on maps. Although clean water is (hopefully) clear, blue is used on the packaging of the majority of bottled waters. Depending on the nature of your business, blue can bring a connection with water.
Color psychology: blue means clean or pure
The idea of pureness is associated with both water and the sky (fresh air). The color theory of blue connects to the idea of cleanliness. Many brands use blue for a pure, almost medical feel. You can see this with brands like Nivea, Noxzema and Oral B.
Color psychology: blue is very likable
In the U.S., blue is frequently cited as a favorite color. Even if it’s not your favorite color, very few people dislike blue, making it a safe and likable choice. Maybe that’s why social networks Facebook, Twitter and LinkedIn in all use blue in their logos.
Color psychology: blue is the color of business
Blue has become a very safe, predictable and somewhat conservative color choice for corporate brands. Blue has traditionally been associated with suits, ties and button-down shirts. IBM famously made their blue striped logo because of the association with pin striped suits. Nowadays, many large international corporations have blue logos. These include long-standing enterprises such as American Express, GE, Chase, and also younger B2B software platforms like SalesForce.
Color theory of blue: Understanding shades of blue for your branding
Not all blue looks the same, and these variations are important. Blue can be lighter or darker and can also move closer to green or to purple.
Is blue right for your brand?
Finding the right color for your brand depends on what associations you want to come to mind when people see your brand. Overall, blue brands come across as likable, trustworthy, business-focused and clean.
Blue is the most used color for the worlds most valuable brands, so blue has a huge track record for success. But, it can be difficult to stand out when you choose blue for your logo or branding because it is so popular. Take some time to review your competitors and partners and see how much blue is already in use in your market.
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