The Psychology of Blue Branding [infographic]

How we perceive and interact with our world is largely impacted by the colors that surround us. While going largely unnoticed as we go about our daily lives, the psychology of color and social media branding is continually affecting consumers on a deep level, especially when it comes to a daily content marketing strategy. The colors that a company chooses to represent their brand can affect the mood, feelings and behavior of their target consumer and influence whether or not a brand will become part of their selection set.

What comes to mind when you think of the color blue? Sunbathing atop a yacht, surrounded by open blue waters on your favorite lake as you stare at the calming blue sky in the middle of summer? Not surprisingly, the color blue is the most universally preferred colors of all, and for that reason alone, is probably the safest color for businesses to use for branding. The color blue is a symbol of consistency and dependability as in being able to count on the blueness of the sky…which might prove confusing if you live in cities such as Seattle, Washington where clear blue skies are about as consistent and dependable as a celebrity marriage. A therapeutic color which strengthens and brings harmony to the mind and body, the color blue is conducive to one-to-one communication and is therefore helpful in building customer loyalty. The following infographic takes a glance at the  responsible and reliable nature of blue branding, from its positive and negative meanings and use around the globe to its effect on brand storytelling.

blue infographics

Within this infographic on the psychology of blue branding, the following topics were covered:

Positive Meanings of the Color Blue in Business

Loyal, Trusting and Honest, Tactful, Caring and Concerned, Reliable and Responsible, Conservative and Persevering, Idealistic and Orderly, Authoritative, Devoted and Contemplative, Peaceful and Calm

Negative Meanings of the Color Blue in Business

Rigid, Deceitful and Spiteful, Self-Righteous, Superstitious and Emotionally Unstable, Too Conservative, Predictable and Weak, Unforgiving and Frigid, Manipulative, Unfaithful and Distrustful

Variations of the Color Blue

Pale Blue: Creativity, Freedom, Inspiration
Sky Blue: Calm, Selfless, Helpful
Azure Blue: Determined, Purposeful, Ambitious
Dark Blue: Responsible, Serious, Knowledgeable
Turquoise: Clarity, Harmony, Self-Expression
Teal: Sophisticated, Trustful, Spiritual

Global Use of the Color Blue

North America: Associated with liberalism
The Cherokee: Represents defeat, trouble
Latin America: Associated with mourning, trust and serenity
Egypt: The color of virtue, protection, thought to ward off evil
China: Represents immortality, known for being a feminine color
Thailand: The color of Friday
India: The color of Lord Krishna and the national sports color

Blue Branding Used to Express One-To-One Communication

Relating to trust and honesty, the color blue is often associated with interpersonal communications. It is therefore a popular choice for online and offline communications companies.
One-To-One communications companies using the color blue for branding: Facebook, AT&T, Twitter

Blue Branding Used to Communicate a Sense of Calm

With the potential for creating consumer stress with the introduction of new technologies in addition to a portion of the public having a fear of technology in general, many hi-tech companies benefit from blue’s calming properties.

Technology-based companies branding with blue logos: IBM, Samsung, Intel

Blue Branding Used for Trustworthy Companies

There are no shortage of negative stories and scandals surrounding the world of finance. Consumers have grown to be skeptical and lack trust in our financial institutions. It is by no surprise that many financial institutions choose the color blue for its perception as being conservative and trustworthy.

Financial companies using the color blue for branding: Wachovia, Intuit, American Express

Blue Branding Used To Express Reliability

The color blue is highly associated with responsibility, and is therefore regarded as representing reliability. For good reason, the insurance industry has widely embraced this color to represent their brand.

Opposite of the Color Blue

The opposite of blue is the color orange. They are exact opposites on the color wheel, and when combined together, they become a dark, brownish green. One of the most commonly used complementary color schemes due to its subtlety.

Why Didn’t ImagiBrand Choose The Color Blue?

ImagiBrand decided not to use blue because we wanted to avoid the possibility of being misrepresented as a conservative and predictable company.

Why We Love Our Colors

We chose to use the colors magenta, black and white as our corporate colors to reflect our fun and imaginative approach to branding while remaining professional and sophisticated.

The ImagiBrand Psychology of Branding with Color Series

ImagiBrand has created a full series of infographics on the impact various colors can have on consumer perception of a brand. The entire series includes the following:

The Psychology of Red Branding
The Psychology of Blue Branding
The Psychology of Yellow Branding
The Psychology of Orange Branding
• The Psychology of Green Branding
• The Psychology of Violet Branding
• The Psychology of Brown Branding
• The Psychology of Pink Branding
• The Psychology of Black and White Branding

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Richie Kawamoto

Richie Kawamoto

Creative Marketing Director at ImagiBrand
Richie is the Co-Founder and Creative Marketing Director at ImagiBrand, a creative social media agency specializing in brand storytelling through a full array of social media management services. They work closely with brands to help focus their brand identity on social, develop a unique online personality and find creative ways to use social media to tell their brand story. Prior to becoming a brand marketer, Richie managed large creative teams in the development, production and/or delivery of well over 20 high-profile Hollywood feature film projects and collaborated with some of entertainment's most influential figures from Steven Spielberg and Robert Zemeckis to Tom Hanks and Adam Sandler. Recognized for being a passionate, creative storyteller, Richie has demonstrated marketing savvy through creative product placement branding and the development of strong partnerships throughout entertainment and social media. Richie is a life-long fan of the Seattle Seahawks, thick cuts of Hamachi sushi, gourmet mac n' cheese and his cute but extremely demanding Boston Terrier named Chuck Norris.


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