Why We Need
to Understand Color
Brand archetype
The wheel displays characteristics and traits and show how they relate to different ones. Source: Map & Fire (https://mapandfire.com)
Color is everywhere. One could say, that color is life. The psychology of color and what they mean is something many people have not even thought about it.
To see color, you have to have light. When light shines on an object some colors bounce off the object and others are absorbed by it. Our eyes only see the colors that are bounced off or reflected. The sun’s rays contain all the colors of the rainbow mixed together. This mix is known as white light.
Each color has a different wavelength. Red has the longest wavelength. Violet has the shortest. While artists consider black a color, scientists do not because black is the absence of all color.
Have you ever thought how color relates to a brand? You can think about colors that actually have a patent and are easily identifiable. For instance, Coca-Cola red is not any red, it is specific to the brand. Take a look at what the archetype wheel, you can see how red embodies “Build a Connection,” and that is exactly one of the main aims of the Brand.
Check out how the full article on Why your brand needs to identify a brand character.
Source: https://www.adweek.com/brand-