The psychology of blue branding for a B2B business

Brand and Branding

The go-to favourite for Telecoms and Technology brands

In every brand workshop our customers are presented with a colour wheel, 9 out of 10 times they choose the blue palettes. Consider for a moment, which would you choose from the complementary colours below?

Colours for brand

The blue colour scheme is by no means a bad choice, after all many predominantly B2B powerhouses use this spectrum for good reason.

B2B Brand Colours

We must acknowledge that differentiation is the sweet spot from which we drive brand. In our own market of Telecoms and Technology, the main contenders buck the trend and leverage colour theory to stand out from the crowd.

Telecoms-market-brand-colours

Many Wholesalers and Resellers we come across conform to a blue future. It’s a great choice and you’re certainly in good company. But, in a market saturated with blue branding, does its set you aside from the masses and give you brand recognition that your sales team can build from?

 

Understanding colour: What does blue make us feel?

People have long believed that certain colours can evoke different moods and feelings, and some research has supported the idea that colours can have psychological effects. Therefore, choosing the right colours affects your brand personality significantly.

Blue is a colour often found in nature such as the pale blue of a daytime sky or the rich dark blue of a deep pool of water. It is for this reason perhaps that people often describe the colour blue as calm and serene. Yet as a cool colour, blue can sometimes seem icy, distant, or even cold.


Seven great reasons to choose blue for brand: 

Blue is described as a favourite colour by many people and is the colour most preferred by men.

  1. Because blue is favoured by so many people, it is often viewed as a non-threatening colour that can seem conservative and traditional.
  2. Blue calls to mind feelings of calmness or serenity. It is often described as peaceful, tranquil, secure, and orderly.
  3. Blue is often seen as a sign of stability and reliability. Businesses that want to project an image of security often utilise blue brand colours in their advertising and marketing efforts.
  4. Various shades of blue are used for Call to Actions, so that buttons stand out from typically white backgrounds.
  5. Blue is often used to decorate offices because research has shown that people are more productive in blue rooms.
  6. Blue can also lower the pulse rate and body temperature.
  7. Consider how blue is used in language: blue moon, blue Monday, blue blood, sky blue, the blues, and blue ribbon.

Three great reasons not to choose blue brand:

Blue can also create feelings of sadness or aloofness. Consider how a painting that heavily features blue, such as those produced by Picasso during his “blue period,” can seem so lonely, sad, or forlorn.

  1. Blue is one of the most preferred colours!However, it is one of the least appetising –  some weight loss plans even recommend eating your food off of a blue plate. Blue rarely occurs naturally in food aside from blueberries and some plums.Also, humans are geared to avoid foods that are poisonous and blue colouring in food is often a sign of spoilage or poison.
  2. Your competitors are blue and you want to differentiate!
    At some point every business is going to need to refresh their brand and colour palette. Maybe your existing branding is out of date or you want to re-brand to reach out to a different target audience? Or is it that you are simply not getting the results you want with your current marketing strategy?
  3. Telecoms isn’t just for boys
    With blue being such a popular hue for men, it could possibly deter women form joining your business or working with your company? It sounds improbable, but in a world where diversity is such a key-focus, especially in such a male-dominated industry, maybe it’s time to make your branding appeal to a wider audience?
  4. Why are you feeling blue?
    There’s no doubt that blue has direct connotation with being depressed or unhappy. While these subliminal messages may not directly affect your team or customers, why even give them the chance?

Our tried and tested Brand Workshop process has helped clients like SkyWavenet and ACS create brands that form a shared and strongly differentiated vision.

By working with Blabbermouth Marketing, you will gain an actionable framework that can act as the foundations for all your communications and campaigns.

So, get in touch and discover how Blabbermouth can help you stand out from the crowd.

Laura Kerrigan

Laura Kerrigan

Author

Laura has always been focused on our customers strategic vision and ensuring this is followed through in our execution. She knows how to put the end-user first while delivering key customer objectives. It’s this passion for understanding people that enables her to create the best brand experiences in Telecoms and Technology.

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