Discover how color psychology and color theory can enhance your b2b saas brand's message and create demand generation through strategic brand color choices in your marketing campaigns.
Stephanie Crugnola
Last month on Stacking Growth Snacks, Monica Beesting mentioned how Color Theory plays into the way she builds a creative campaign. We asked her for a few more details on the psychology behind it all, and she gave us some great insights!
Color psychology refers more to the emotions a specific color evokes in people and the ideas that color communicates. There are specific natural receptions like sadness or hunger cues that are tied to certain colors and help products bring in an audience.
Color theory is the way colors work together by mixing primary, secondary, and tertiary colors in an image. It focuses on how colors mix, what colors complement each other, and combinations to avoid.
In our design work, we try to mix the two together to make an ad more attention-getting in a feed. We choose a strong base color that evokes a positive psychological response and then use a unique secondary color outside the typical brand choices to “break the brand”, resulting in creative that creates demand.
Why is the Refine Labs Logo blue and green?
Green conveys a fresh quality, like a meal made with premium ingredients or a refreshing quality like a crisp soda or a good night’s sleep. Refine Labs is dedicated to providing fresh, non-obvious insights into the B2B space while presenting high quality creative work that approaches the space in a new, innovative way.
Blue comes up quite a bit in the B2B space because it communicates trustworthiness and reliability. This cool hue creates a calmness in the viewer that eases stress and anxiety, reducing doubt about the ‘what ifs' these industries hold. Embarking on a journey with a new agency can be a source of anxiety for a brand, so the blue in our logo helps to reaffirm our experience and the care we take with our clients.
Combining these two colors to convey trustworthiness and a fresh approach, we’ve also wanted to capture the energy that Refine Labs brings to our clients by choosing hyper-saturated tones of each color and grounding them on a black background to show a sleek professionalism.
Our creative branch, Refine Studio, has recently started incorporating purple which is a color that evokes creativity as well as luxury. Historically, purple was one of the most expensive dyes available, so it became associated with royalty and wealth. Adding purple into our design branch helps to reinforce the high quality creative design our clients receive and spark their own creativity.
Check out the Refine Studio creative gallery by Refine Labs to see work by our incredibly talented Creative team!
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