Colors with Character: Discovering the Personalities of Every Hue
I’ve always thought of color in pretty simple terms. Growing up, it was about picking the right shirt for school, noticing the hair color of my first crush, or imagining the sleek red car I’d someday own. As I got older, color choices became more about coordinating outfits for work or choosing the perfect tie for a meeting. But when our startup sat down with a design firm to discuss building our brand identity and our first product, I quickly realized that color was about to take on a whole new level of importance.
Our journey into the world of color psychology began in a small, minimalist conference room with a view of a chaotic afternoon in Zurich. The design team had laid out swatches of every imaginable hue across the table, and I couldn’t help but feel a bit like a kid in a candy store. Except this time, the candy was color, and the stakes were much higher than picking the right M&M.
As we began discussing our brand’s identity, the design firm explained the psychology of color to us. This was no longer about matching a tie to a shirt; this was about influencing human behavior and emotions through the strategic use of color. I learned that blue often signifies trust and professionalism, which is why so many tech companies use it. On the other hand, red can evoke excitement and urgency, making it perfect for a call to action. The way these colors can guide a consumer’s emotions and actions was something I had never fully appreciated before. Suddenly, picking a color felt like a responsibility, not just a choice.
As the conversation continued, we delved into the importance of establishing our brand’s identity through color. The design team pointed to iconic examples like Coca-Cola and Tiffany & Co., whose use of color has become synonymous with their brands. Red is to Coca-Cola as that specific shade of blue is to Tiffany’s—instantly recognizable and deeply tied to their brand values. We realized that our choice of color would do more than just make our product look good; it would communicate who we are and what we stand for.
This led to a fascinating discussion about our core message and target audience. The design team challenged us to think beyond our personal preferences and to consider how different colors would resonate with our customers. We wanted to create a brand that felt connected to nature and authenticity, which meant steering clear of anything too artificial or overly bold. Instead, we leaned towards earthy tones and muted palettes—colors that felt genuine, calming, and in tune with the natural world around us.
Then came the topic of user experience, or UX as the designers casually referred to it. Here’s where things got really interesting. I had always thought of color in terms of aesthetics, but it turns out that it plays a critical role in how users interact with a product. The design firm explained how contrasting colors could draw attention to important elements like call-to-action buttons, guiding users effortlessly through our website or app. It wasn’t just about looking good; it was about making sure our users had a seamless and enjoyable experience.
We also learned about current trends in color usage, like the rise of minimalism and the popularity of soft, pastel hues. These colors reflect a desire for simplicity and clarity—qualities we wanted our brand to embody. But the design team also reminded us that as our product would live in the digital world, we had to consider accessibility. This meant choosing colors that would be inclusive for all users, including those with visual impairments. It was a sobering reminder that our choices would impact real people, and we needed to get it right.
By the end of the meeting, I had a newfound respect for the role of color in modern design. It’s not just about picking what looks nice or what’s trending; it’s about understanding the psychological impact of color, how it shapes brand identity, and its crucial role in enhancing user experience. The entire process felt like learning a new language—one where every shade, tint, and tone had meaning.
As we left the meeting, I couldn’t help but laugh at how far I’d come from those days of simply choosing a shirt for work or dreaming of a red sports car. Now, I was part of something much bigger—using color not just to make a statement but to tell a story, evoke emotions, and create connections.
This experience didn’t just change how I think about color; it also deepened my passion for what we’re building. Our startup isn’t just another product on the market; it’s a carefully crafted experience, brought to life through the thoughtful use of color. And as we move forward, I’m excited to see how these choices will resonate with our audience, creating a brand that feels as vibrant and alive as the colors that define it.
In the end, color is no longer just something I wear or notice in passing. It’s a powerful tool that we’re harnessing to shape our identity and make an impact in the world. And who knows? Maybe one day, someone will look at our brand’s colors and see them as iconic as the Tiffany blue or Coca-Cola red. But until then, I’m just thrilled to be part of the journey, one shade at a time.
