Did you know that a Psychology degree could help with creating your brand?
If you don’t have a psychology degree, don’t worry. You can easily learn psychology hacks to help your brand get noticed online.
Previously, we’ve talked about clarity and authenticity with our brands. This is key to creating a brand that can break through all the noise, both in the market and online.
Another important aspect, however, is the visual side and the feelings you create for your audience with your brand.
That’s why today we’re talking about the psychology of shapes and colors, plus how to use these elements as you build out your brand visuals.
Why is Psychology Important in Branding?
You’re seeking to reach people with your brand. People have emotions and are seeking to belong to be part of a community, to feel a connection. Understanding people is a huge part of marketing and branding. Branding is a living and ever-changing process that evolves as you do.
It also evolves as your market does.
Which is why you need to communicate something with your brand. Something that connects you to your audience. Psychology plays a big role in making that happen.
Our eyes pick up visual information quicker than written information. We recognize patterns and colors and the emotions that they evoke.
Which is where your brand identity comes in.
Your brand identity is how you tell your story and relay your message.
Humans make decisions emotionally most of the time, not rationally. To be successful, you need to build that emotional connection between your audience and your brand.
As humans, we are for the most part emotionally and socially driven, too. It’s how we make decisions.
With this in mind, let’s explore a few aspects of branding where you can use psychology to create the brand look and feel that you desire.
The Psychology of Shapes
Each shape has its own meaning and influences our brains in different ways.
A triangle for instance can be a symbol of ambition. Think about climbing the tallest mountain. Or of mystery and power elicited by the Egyptian pyramids.
A circle on the other hand, has a completely different feel. We often think of unity, completion, and community when we see a circle. It is never-ending. Just goes around and around. Circles can also be fun and playful like a ball or bubble.
Lines can show forward, backward, upward, or downward movements, which can all convey a different message.
As you design your branding assets like your logo and social media graphics, pay attention to the shapes you are using and the underlying message they speak.
The Psychology of Colors
There is a whole branch of study around this one called Color Psychology.
“When it comes to communication, color is unbeatable. Unconscious or otherwise, color can evoke emotions, inspire reactions, and change modes of thinking. It can excite or soothe your mood, raise or lower your blood pressure, and even whet your appetite! Whether it’s innate or learned, it’s undeniable that color has a vital impact on how we go about our lives.”ColorPsychology.org
Like shapes convey a message, different colors influence us in different ways.
High-end brands often use black in their marketing because it conveys a sense of power, authority, and sophistication.
Brands that want to focus on trust often use blue because it gives a calm feeling of stability and reliability.
Many health companies use green because it is the color of life and nature.
Yellow, on the other hand, can make us feel cheerful and optimistic.
Can you see the power that different colors have in marketing?
How To Apply Psychology to Your Brand
Begin to pay attention to the brands you love and the ones you notice as you scroll online.
What stands out?
What colors and shapes are they using?
How does it all make you feel?
Observation is one of the most powerful tools you have. Simply start paying attention and you will learn so much about psychology and branding.
Then, think about your own brand. Not just choosing a certain color or shape because you like it but exploring the messages they give.
Are they in line with your brand message and the emotional response you want your audience to have?
To get you started, we have a free gift for you, a guide to Psychology hacks and choosing your personal branding shapes and colors.
In it, you can visually see what words and emotions that different shapes and colors convey to help you get the visual message right.