![]() One of the most famous color theorists, Faber Birren, wrote extensively on the link between colors and our emotional state, particularly in his book Color Psychology and Color Theory. 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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