A lot of startups and established companies promote their brands on social media, and for good reason. Today, users tend to spend the lion’s share of their time on their favorite platforms scrolling through their feeds, liking someone else’s content, and sharing their own with other subscribers. Social media websites have also turned into lucrative advertising spots where brands can tell a wide audience about their products and services and demonstrate their benefits using effective visual content. And color plays a critical role in the success of any marketing campaign launched on social media. You need to invest enough time and thought into the color-selection process and make sure your preferred options fit with your brand’s individuality, core values, and philosophy. And for this, you should be familiar with color symbolism and its significance in social media branding.
What’s in the Color?
Have you ever thought about how powerful and ubiquitous colors actually are? If you look around, you’ll notice dozens of things whose colors either please your eyes or make you avert them. It’s because all colors have a great ability to influence people’s mood and evoke certain emotions. People tend to perceive colors differently, of course. And one and the same color may trigger completely different reactions in those who look at them. Still, since time immemorial, people have attributed certain properties and characteristics to colors, which couldn’t but shape our attitude to them. Therefore, lots of people tend to associate the color green with nature, while red is commonly identified with passion, blood, and power. Colors do trigger emotions, and wise brands use that to their advantage. And you can do the same when building your brand image on popular social media platforms. But before that, you want to learn more about what colors mean and are associated with.
Blue is undoubtedly one of the most favorite social media colors. LinkedIn, Facebook, and Twitter use the blue HEX code and don’t plan to change it for some other color. You may also consider using the color blue for your brand, if you want your customers to associate it with stability in the first place. Companies that choose blue as their primary branding color want to gain people’s trust and respect. Blue also symbolizes integrity and truthfulness. Therefore, it’s often used by businesses that want to translate their dependability and encourage clients to choose them.
Red is one of the most popular yet ambiguous colors that should be used carefully and consciously by businesses. As it has been already noted, the color red is associated with passion and drive. It’s also often used for emphasizing one’s power, aggressiveness, striving to dominate, and the like. You can successfully use red as one of your branding colors if you want to create a memorable image of your sex shop, fitness studio, car hire company, etc. Still, if you own a pharmaceutical business or offer childcare services,, you might discard this option and go with something calmer and less provoking.
Yellow is a brisk, fresh, and juicy color. Its inherent connection to the sun may trigger a feeling of joy and have a reenergizing effect on beholders. As a branding color, yellow is believed to instill a sense of frugality and originality. It also appeals to our inner kids and encourages taking action. Yellow is often chosen by the companies that specialize in event management, marketing, and advertising. It might become a win-win option for the entertainment industry and restaurant businesses. It’s also important to note that yellow can be a great attention grabber, especially if used as a contract color, and can be effectively combined with a wide range of other colors, which makes it a truly universal option for lots of brands.
Black and White
Monochromatic colors (black and white) are timeless options which are often chosen by the companies that aim for simplicity and minimalism. At the same time, these colors help create a crisp look and emphasize a brand’s classiness and sophistication. White is traditionally associated with purity and virginity, while its black counterpart might signify darkness, nihilism, and withering. Still, monochromatic colors are rarely used as standalone branding colors. They represent a flexible color combination for brands that want to showcase their consistency, harmony, elegance, and professionalism.
Pink a playful color. It’s often associated with childishness, simplicity, femininity, romance, and vivaciousness. Pink is used by the brands that specialize in producing or retailing the products intended for girls. Lots of cosmetic brands opt for this color to communicate their intention to bring joy and easy-goingness to customers’ life. More traditional businesses normally choose darker varieties of pink. Still, just like the majority of colors mentioned earlier, pink is rarely used as a primary brand color but can be effectively combined with other colors and hues.
Gray, or silver, is the imperious color that suggests elegance, restrained chic, and stability. Since it appeals to a wide audience, this color can be a great option for businesses that aim to attract loyal customers and establish long-lasting connections with them. It’s often used as a supporting brand color and can also act as a great backdrop for your company’s logo.
Now you can choose your ideal brand colors and start promoting your new business on social media. See how your potential customers will start to interact with your brand and don’t be afraid to experiment with your colors or make changes to your preferred color scheme if need be.