Cómo elegir los colores de tu marca para fijarla en la mente del público
La selección de los colores que componen la identidad visual de una marca es un proceso esencial para despertar estructuras de memoria que generen conexiones del público con la empresa que la representa. El resultado de esos vínculos emocionales puede ser expresado por ventas y recomendaciones.
Los colores son mucho más que estética, cada uno puede transmitir y despertar una sensación única que puede asociarse a una marca. Y aunque no lo creas, elegir los colores de marca de forma apropiada es fundamental para construir con éxito la imagen de tu negocio.
El branding es, sin duda, una parte esencial del marketing por eso te invitamos a conocer el valor de los colores de marca y cómo aplicarlos correctamente para fortalecer aún más la imagen de tu empresa.
¿Por qué los colores de marca son importantes?
Los colores de marca son importantes porque reflejan la esencia de la empresa y a largo plazo se transforman en una referencia que fortalece a la marca.
Los estímulos visuales captan la atención del público y los colores hacen muy bien este papel.
Probablemente, en un primer contacto, lo que más recuerden tus clientes sean los colores de marca y son precisamente ellos los que ayudan a construir una mayor intimidad. Por eso, pueden considerarse el inicio de la conexión entre los consumidores y la compañía.
¿Cómo las personas responden ante los colores de marca?
Cada color influye en la percepción y así, también puede influenciar el comportamiento. Entender la psicología del color es fundamental para escoger las mejores opciones para transmitir nuestro mensaje de marca. Por eso es importante saber un poco más sobre lo que hay detrás de ellos.
Rosa
En su versión clara puede representar lo femenino y lo romántico, mientras que en su versión más intensa se relaciona con la juventud y el atrevimiento.
Rojo
Generalmente se le relaciona con el peligro, la emoción y la energía. Además, hoy sabemos que puede desencadenar, con mayor facilidad, las compras compulsivas.
Por otro lado, también se le reconoce como el color del amor y de la pasión.
Naranja
Representa felicidad, vitalidad y energía, aunque también está relacionado con la diversión. Es un color estimulante, tanto para el cerebro como para la actividad mental.
Además, está asociado con la accesibilidad y los bajos costos, por lo que se utilizan mucho para transmitir el concepto de ahorro y rentabilidad.
Amarillo
El amarillo representa el verano y también se le considera cómo símbolo de energía y felicidad. Es un color relacionado con el optimismo que transmite positividad.
Verde
El color más relacionado con la naturaleza es sinónimo de tranquilidad, frescura, seguridad y respeto al medio ambiente. Además de estar bastante asociado con la salud, también está relacionado con la armonía y la relajación. Los productos ecológicos suelen utilizar mucho este color.
Azul
El azul también transmite tranquilidad, además de estabilidad y profundidad. Estrechamente relacionado con el mar y el cielo, también se asocia con la salud, la limpieza, la transparencia, la confianza, la sinceridad y la seriedad.
Violeta
El color violeta o morado está muy vinculado con la elegancia y la realeza. Generalmente, lo utilizan las marcas que quieren transmitir sofisticación y lujo.
Por otro lado, también se le relaciona con la espiritualidad, el esoterismo, el misterio y la magia.
Marrón
Este color representa la sencillez de la tierra y suele reflejar fuerza, durabilidad y estabilidad. Es un color relacionado con la tradición y utilizado por marcas clásicas, así como por empresas que quieren verse asociadas a los beneficios de la tierra, como los productos naturales u orgánicos.
Sin embargo, el marrón también puede asociarse con la suciedad, por eso, dependiendo del producto o servicio que represente debe usarse con cuidado.
Blanco
El blanco está muy relacionado con la pureza y la limpieza. Suele transmitir sencillez, confianza e inocencia y muchas veces representa al minimalismo.
Este color también está asociado con la seriedad y la transparencia de las marcas.
Negro
El negro puede reflejar muchas cosas, como sofisticación, seriedad y seducción. Así mismo, transmite misterio y puede funcionar muy bien combinándolo con otros colores.
Generalmente, lo utilizan las marcas clásicas que quieren posicionarse con autoridad en el mercado.
Muchas marcas prefieren utilizar más que un color para representarlas y esta combinación, sin duda, le transmite al público su verdadera identidad.
4 casos de éxito de utilización de los colores de marca para provocar reconocimiento
Starbucks
Starbucks, que en sus inicios adoptó el marrón, pero después se decidió cambiar por el verde cómo símbolo de innovación, crecimiento y sustentabilidad, hizo de este color su marca registrada.
A pesar de que su logo únicamente tenga el verde y el blanco, a su paleta le podemos sumar el negro, que también utilizan en la decoración de los espacios que comparten con el público, así como en todos sus contenidos.
Los colores de marca de Instagram son un degradado de tonalidades que van desde el azul hasta el amarillo, pasando por violeta, magenta, rojo y naranja.
La predominancia de colores cálidos no es casualidad, ya que la marca busca transmitir calidez y energía a través de sus colores de marca. Así mismo la variedad y la intensidad de los tonos refleja la fuerza del color en la aplicación.
Mastercard
Mastercard eligió el rojo, el naranja y el amarillo para formar parte de su logotipo, Sin embargo, para su comunicación visual utilizan el negro el gris y el naranja de forma predominante.
A pesar de la simplicidad del logo, dos círculos que se interceptan, los colores han hecho que esta sencilla imagen se convierta en el ícono que representa la organización.
Recientemente, Mastercard decidió eliminar su nombre de su logo y dejar apenas los dos círculos interceptados, algo que solo una compañía con un branding fuerte es capaz de hacer.
Airbnb
Aunque el logo sea un tono de rosa, conocido como rausch, la paleta de colores de Airbnb es bastante más amplia, cuenta además con un verde agua, un naranja y dos tonos de gris.
Estos colores están presentes en el sitio web de la marca, en los anuncios y en las comunicaciones en sus redes sociales y la combinación refleja jovialidad, vanguardia y al mismo tiempo simplicidad.
¿Cómo escoger tus colores de marca?
Antes de definir efectivamente los colores de marca de tu empresa es importante establecer la identidad de tu negocio. Los colores serán un reflejo de tu organización, por lo tanto, debes primero entender qué valores y mensajes son los que quieres transmitir.
Una vez que tienes bien definida la identidad de marca y sabes lo que representa cada uno de los colores puedes empezar a elegir las mejores alternativas. ¿Estás listo? Entonces, sigue los siguientes pasos.
Elige tu color primario
El color primario puede ser el que más se identifique con tu negocio según su significado.
Recuerda que puedes elegir una tonalidad diferente que sea poco común si quieres darle a tu marca un aire más innovador. Sin embargo, si prefieres darle un aire más clásico a tu marca, puedes usar un color más tradicional.
Establece los colores secundarios
Cuando ya hayas elegido el color principal, es el momento de elegir los colores secundarios. Es importante que además de pensar en el significado del color, te concentres también en la estética, para que haya armonía en tu combinación.
Para elegir los colores secundarios puedes seguir los siguientes criterios.
Colores análogos
Los colores análogos son aquellos que dentro del círculo cromático se encuentran próximos. Estos reflejan mayor armonía y producen combinaciones más clásicas y tradicionales.
Por ejemplo, si tu color principal es el violeta, los colores más próximos serían azul y magenta. O si decides utilizar un color primario más cálido como el naranja, los colores análogos serían el rojo y el amarillo.
Esquema monocromático
El esquema monocromático refleja una sobriedad aún mayor que los colores análogos, ya que elegirías apenas diferentes saturaciones del color primario que puede variar del claro para el oscuro.
Por ejemplo, al elegir el verde como color principal, los colores secundarios serían el verde claro y el verde oscuro.
Colores complementarios
Los colores complementarios o contrastantes son los colores que se encuentran frente a frente en el círculo cromático, también conocido como rueda de colores.
Por ejemplo, si eliges el naranja, sus colores complementarios serían el verde y el violeta.
El uso de los colores complementarios puede reflejar modernismo y atrevimiento.
Elige los colores neutros
Los colores neutros son importantes para afianzar visualmente una marca y crear una comunicación coherente. Generalmente, se usan para los textos de la comunicación o el fondo de las imágenes y en el caso de los espacios físicos para los elementos neutros de la decoración.
Los neutros suelen ser el blanco, el negro y el gris.
Prueba los colores que has elegido
Una vez que tienes tus colores es importante que hagas pruebas de cómo quedarían en las comunicaciones de la empresa o en tu sitio web. Así, podrás analizar no solo la armonía entre ellos, sino también el efecto que producen.
Conclusión
Los colores de marca son esenciales para construir la imagen que la compañía quiere transmitirle al público, además permiten una mayor identificación de la marca.
Todo eso fortalece al negocio, por ese motivo es importante dedicarle un tiempo prudencial a esta tarea.
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MyCellSpy est une application puissante pour la surveillance à distance en temps réel des téléphones Android.
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Meilleure application de contrôle parental pour protéger vos enfants – Moniteur secrètement secret GPS, SMS, appels, WhatsApp, Facebook, localisation. Vous pouvez surveiller à distance les activités du téléphone mobile après le téléchargement et installer l’apk sur le téléphone cible.
Monitor phone from anywhere and see what’s happening on target phone. You will be able to monitor and store call logs, messages, social activities , images , videos, whatsapp and more. Real-time monitoring of phones, No technical knowledge is required, no root is required.
Monitore o celular de qualquer lugar e veja o que está acontecendo no telefone de destino. Você será capaz de monitorar e armazenar registros de chamadas, mensagens, atividades sociais, imagens, vídeos, whatsapp e muito mais. Monitoramento em tempo real de telefones, nenhum conhecimento técnico é necessário, nenhuma raiz é necessária.
Cela peut être ennuyeux lorsque vos relations sont perturbées et que son téléphone ne peut pas être suivi. Maintenant, vous pouvez facilement effectuer cette activité à l’aide d’une application d’espionnage. Ces applications de surveillance sont très efficaces et fiables et peuvent déterminer si votre femme vous trompe.
Suivre le téléphone portable – Application de suivi cachée qui enregistre l’emplacement, les SMS, l’audio des appels, WhatsApp, Facebook, photo, caméra, activité Internet. Idéal pour le contrôle parental et la surveillance des employés. Suivre le Téléphone Gratuitement – Logiciel de Surveillance en Ligne.
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If you know of any please share. Kudos! I saw similar article here:
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