Color is everywhere around us. We are so ingrained with its visual stimulation that it no longer receives real attention. Instead, because we are inundated with color, our brain subconsciously filters these color schemes in ways that generate personal feelings and thoughts associated with them.
For example, the green shade: chartreuse, might evoke a memory of catching frogs in a pond, and for someone else, it could make them think about an old hat their grandfather would always wear. We often underestimate the power of color. It excites and motivates individuals, and goes elicits deep meaning than the saying: “that’s a pretty color.”
In regards to your cannabis brand, color gives you identity. Alongside your logo, color is one of the first associations someone has with a business. When creating your brand identity, the goal of color is to help catch consumer attention and create a deeper sense of attraction (or interest).
Typically in the cannabis industry, you see a lot of greens and purples used, as these are natural colors associated with the cannabis plant. However, the use of these colors has saturated the market, causing it to be difficult to stand out from the crowd. It is better to choose a color or colors that align with your company’s personality, rather than the associated values or imagery with color XYZ.
“Any designer will tell you, it’s all about color theory and the psychological impact you want your brand to have on your ideal audience. While that is fun, let’s not forget about usability. It’s important to spend time playing with how the colors will be applied to your website. What is the primary brand color? Is there an accent color? Are the colors contrasting, yet also blend together? Is there a gradient? Sometimes a color scheme will look awesome on your logo but falls apart once it’s being applied across different mediums.
The most important thing is to have your color scheme well defined, but not so rigid that it can be screwed up with one wrong combination. Even the more experienced designers will rely on color-scheme generating tools like ‘coolers.co,’ which is a good place to start, especially to see trending colors. With most design, you want to stand out as much as you want to blend in.”
– Elizabeth Moosburner, Elevato Marketing Lead Designer
Color and Their Emotional Value
Color has long been associated with deeper meaning. Dating back to ancient times in Egypt and China, people would use color exposure as a method of therapy to treat a variety of conditions or ailments. Today, colors are linked to multiple feelings or emotions that may affect an individual’s mood or perceptions.
Red: excitement, love
Blue: calmness, sadness
Green: envy, nature
White: innocence, purity
Black: evil, unhappiness
Yellow: warmth, energy
Purple: mystery, wealth, wisdom
Orange: enthusiasm, attention
Brown: reliability, strength
Pink: romance, kindness
Evidence suggests that predicting consumer reaction to color is more important than the color value itself. Therefore, when sorting through hues, tints, tones, and shades, don’t buy too much into the background of a color — instead, focus on the reaction a consumer base will have. At the end of the day, people will buy if they are attracted to your branding, and that can be accomplished with almost any color.
How to Pick Your Brand Colors
Testing. Testing. Testing.
Colors are important to your cannabis company’s marketability. You’re definitely going to have more of an uphill battle with consumers if your branding is centered around a fuchsia pink, versus a soft sage green. Picking a “bad” color isn’t a death sentence, but you should do your due diligence before launching your brand. Create various color patterns and do some market research to get a baseline idea from the customer groups. This initial feedback can help propel more long-term success as your brand gains more exposure.
Ultimately, color theory has some validity to it when it comes to marketing a brand. No matter how much reading you do on the subject or Photoshop editing, it is best to leave your color scheme designation up to a professional. We all think we have a good eye for design — but in reality, it’s just not the case. The right coloring could mean more green in your bank account, so don’t go picking your cannabis brand colors blindfolded. Ask for a professional at Elevato!