A Simple Breakdown of Color Psychology in Branding
When ChappellRoberts builds a brand, there’s a lot of work to be done before we talk brand colors. Every brand needs a mission, vision, and value statement, as well as an essence, promise, and persona to steer the brand in the right direction well after your visual brand is created. Brand names and taglines are up next. They form a brand’s visual identity and help craft every designer’s favorite, two-syllable word: logo. Color is always in the back of our minds throughout the entire branding process, but we must have a solid foundation set before painting. Once we have all the pieces laid out, we start trying on different color palettes to feel what fits.
A recent brand venture our team went on was with Evara Health, formerly Community Health Centers of Pinellas, a patient-centered medical home with a family-like touch. A big visual signifier in the logo was the lotus flower which symbolizes the infinite potential of healthier communities. Louts Leaves grow in dark, murky waters and achieve their full potential when they reach sunlight. The brand colors we chose were dubbed “Fresh Water” and “Sunlight”, two things found in nature that help us stay healthy. We wanted a peaceful color that represented what patients would feel when being cared for at Evara which led us to a more blue-leaning teal. We also wanted a bright and warm color that represents the potential Evara sees in every person which led us to a vibrant orange.