Colors affect people's perception of your brand and influence their buying decisions, yet a single color can have different connotations depending on various factors, such as personal preferences, experiences, gender and cultural differences. And even different shades, tints and tones of the same color can elicit different emotional responses. Although the psychology of color is complex and nuanced, a basic understanding of how colors affect consumer behaviour will help you choose the right colours to strengthen your brand identity. Here, Nicole Martins Ferreira shares a brief guide to help you incorporate color into your branding and marketing efforts.
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