The problem is you can’t tell your company’s entire life story in a logo or storefront-but branding colors provide a shortcut straight to your clientele’s hearts. As a brand, you want to cultivate a strong emotional connection with your customers. What do you think of when you hear the word “love?” Whether positive or negative, it mostly likely conjures a stronger emotional response than when you hear a phrase like “bike rack.”Įmotions are powerful and (whether we like it or not) drive our decision making. “ Colors, like features, follow the changes of the emotions.” -Pablo Picasso
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