Choosing colours that depict strength and power in branding and marketing materials is an important consideration for companies wanting to portray a bold, confident image. Colours have a strong psychological impact and can elicit different emotions and associations in viewers. When selecting a colour palette, it’s key to understand the meanings and impressions connected with different hues.
What colours symbolize strength and why?
Certain colours tend to be associated with strength more than others. Here are some of the top colours that connote power, boldness and confidence:
- Red – Red is a fiery, passionate colour that conveys intensity and energy. It grabs attention and implies action and strength. Red is connected to primal urges like love, anger and danger. It’s been shown to raise blood pressure and pulse rate.
- Black – Black is the colour of authority, power and control. It’s associated with sophistication and exclusivity. Black implies strength and authority without compromise. The colour black is formal and timeless.
- Dark blue – Darker shades of blue, like navy, are strong corporate colours that suggest intelligence, stability and integrity. Dark blue inspires confidence and commands respect.
- Purple – In ancient times, purple dye was expensive to produce so purple fabrics were associated with royalty and nobility. Purple connotes wisdom, dignity and independence.
- Orange – Vibrant orange evokes energy, vitality and enthusiasm. It demands attention without being as overpowering as red. Orange is associated with adventure, confidence and social communication.
So why do these particular colours convey strength and power? Red, black and orange contain darker hues that imply weight and gravitas. Dark blue and purple have historic regal associations. Colour psychology suggests that darker, richer colours are perceived as stronger versus pale or light colours. Saturated, intense colours are also viewed as more powerful and dynamic than muted, greyish tones.
How do colours impact perception of strength?
Colours influence our impressions and emotions through a combination of physiological, psychological and cultural mechanisms. Here are some of the ways strong, bold colours can shape perceptions of strength:
- Cause physical reactions – Some colours like red physiologically stimulate the body and elicit faster heartbeat, quicker breathing, etc. This can subconsciously make us feel they have more power and energy.
- Cultural symbolism – Over time, cultures assign meanings to colours based on associations with certain objects, events or traditions. Purple is linked with kings and queens, red with danger, black with death and mystery.
- Personal connections – Our individual life experiences also shape the emotions and ideas we attribute to different colours. If someone had a childhood fear of the dark, they may find black intimidating.
- Design contrast – Bolder colours stand out more against white backgrounds. Higher contrast with surroundings increases perception of colour strength.
- Colour intensity – How saturated or deep a colour is also impacts its energy. More intense reds, blacks and blues feel stronger than pale or muted versions.
So both nature (innate reactions) and nurture (learned associations) contribute to how colours like red, black and purple convey boldness and vigor compared to lighter or more subdued hues.
Using strong colours in branding and marketing
Here are some tips for selecting and working with powerful colours to project strength in company or product branding:
- Choose colours that align with your image goals – If you want to be viewed as bold and daring, pick vivid reds, oranges or blacks. If you seek to project competence and confidence, navy blues, deep purples or charcoal greys are good choices.
- Consider cultural differences in meaning – Be aware of how colours may be perceived differently in various countries and cultures. For example, in North America red signifies excitement while in South Africa it mourning.
- Use colours sparingly for greater impact – Restrict strong colours to accent elements like logos and headers so they remain striking. Too much black or orange can be overpowering.
- Pair colours with care – For balance, match powerful colours with neutral or light complements like white, beige or pale blue. Don’t use more than 3-4 colours total.
- Test colours on marketing materials – View example ads, brochures, etc. featuring your colour choices to see if they convey the desired look and feel.
- Evaluate colour accessibility – Ensure colour combinations provide sufficient contrast for visual accessibility, especially for online content.
Smart use of colour is a key element in brand image. Strategically employing colours that project vigor, boldness and confidence can shape how your company or products are perceived.
Colour meanings and associations
Here is a more detailed look at the symbolic strengths and weaknesses commonly associated with different colours:
| Colour | Key Strength Associations | Key Weakness Associations |
|---|---|---|
| Red | Power, passion, excitement, urgency | Anger, danger, aggression |
| Orange | Confidence, adventure, friendliness | Superficiality, cheapness |
| Yellow | Hope, happiness, imagination | Cowardice, depression |
| Green | Growth, health, balance | Envy, inexperience |
| Blue | Stability, harmony, trust | Coldness, indifference |
| Purple | Nobility, spirituality, luxury | Decadence, arrogance |
| Black | Power, elegance, mystery | Evil, death, gloom |
| White | Purity, safety, simplicity | Sterility, emptiness |
As shown in the table, colours have multifaceted symbolic meanings, with both positive and negative connotations. When evaluating colours, it’s important to consider the specific emotions and qualities you wish to evoke.
Using colour combinations effectively
Skilfully combining colours allows more nuanced messages. Here are some popular colour pairings and what they convey:
| Colour Combo | Key Impressions |
|---|---|
| Black & Red | Powerful, fiery, edgy |
| Black & Orange | Confident, energetic, creative |
| Black & Purple | Royal, mystical, elegant |
| Blue & White | Clean, refreshing, reliable |
| Blue & Grey | Professional, stable, thoughtful |
| Green & Brown | Natural, earthy, healthy |
Pairing a bold colour like red or orange with a neutral like black allows the vibrant hue to grab attention while the black grounds it and adds gravitas. Contrasting light and dark shades also creates visual dynamism. Keep pairings simple and make sure both colours align with your desired brand personality.
Colour trends for strong branding
Colour trends evolve over time so it’s helpful to stay up-to-date on current directions:
- Bright, vivid hues – More brands are embracing bold reds, yellows, oranges, greens and purples. Strong chromatic colours project confidence and modernity.
- Dark mode colours – Dark backgrounds with lighter text are popular online and in apps to reduce eye strain. Deep blues, greyish blacks, and rich greens and browns can project solidity.
- Retro colour revivals – Mid-century modern hues like mustard yellow, avocado green and burnt orange feel both nostalgic and trendy. Offer a vibrant, retro option.
- Unique colour names – Give colours unique descriptive names that align with brand identity, like Airbnb’s “Rausch” red or Pantone’s “Viva Magenta.” Make colour part of storytelling.
- Colour gradients – Gradients using multiple tints and shades of one colour are being widely used online for smooth, dynamic effects. Convey evolution and fluidity.
Tracking colour trends lets you stay relevant and reach new audiences while still aligning with core brand strengths. Monitor the colours used by competitors and leaders in your industry too.
Conclusion
Colours that project strength, like rich reds, blues and blacks, rely on innate reactions, learned associations and strategic combinations to convey boldness and confidence. Knowing how to harness the power of colour can help strengthen brand identity and marketing communications for businesses seeking to highlight their dynamic, robust spirit.
