Shades of Success: Mastering Blue Color Schemes in Marketing

Without realizing it, color has come to be a very significant part of how we interact with our surroundings. From the sceneries that bring us calmness and joy to the products that attract us, everything is deep-rooted in how we respond to color. Not only so, it’s tied to the general and personal psychological connotations surrounding that color. 

Now when it comes to color in marketing and branding no other color achieves what the color blue does. Blue is one of the most eye-pleasing colors in the spectrum and we will see why as we go along this blog. There’s a reason that blue is so predominantly used but still manages not to appear overused or overrated. 

We hope to divulge into the mysteries of blue and blue color schemes in branding and marketing and how you can use them. We will also take a look at some inspiring blue color schemes that can help accentuate different blues and make your designs stand out.

So let’s begin by breaking down the different psychologies of blue, how this particular color is perceived by different people, and how you can use that perception in marketing. 

Color Psychology of Blue

Color psychology is real and as we stated, it definitely shapes the way we behave as consumers. Different colors have different psychological implications and we previously covered these connotations briefly in a different blog. But now, let’s take a closer look at how blue is perceived by people in general and why it’s a great color for branding and marketing. 

1. Trust, Reliability, and Security

Blue is often associated with feelings of trust, calmness, and reliability. Its serene nature has a soothing effect on the mind, making it an ideal choice for brands that want to convey stability and dependability.

According to a study, 34% of people associated the color blue with trust, 43% with reliability, and another 28% with security.

2. Professionalism and Authority

Blue is frequently used in corporate settings because it exudes professionalism and a sense of authority. Incorporating it into branding, suggests competence and capability, increasing positive perception and thus showcasing competence and expertise.

Statistics show that blue is the predominantly used color in logos of Fortune 500 companies. 

3. Productivity, Calm and Focus

Studies suggest that blue can enhance productivity, calm, and focus. It stimulates mental clarity and concentration, making it a suitable choice for workspaces or environments where concentration and calm are crucial.

According to Skychology, the act of looking at the sky helps you relax and the sky is 80% of the time blue unless it’s a gloomy day. 

4. Coolness and Refreshment

Blue is associated with coolness, which can evoke a sense of refreshment and cleanliness. This makes it a popular choice for brands related to healthcare, cleanliness, and products associated with a sense of freshness.

Another reason that people assign blue with coolness and refreshment is because it’s the color of oceans, lakes, and rivers. While water isn’t necessarily blue, a body of water is often blue in color. Water acts as a filter by absorbing colors in the red segment of the light spectrum, leaving behind the hues within the blue part of the spectrum visible to our eyes. 

Bottomline, blue reminds us of how it feels to be hydrated and cool. 

5. Dependability and Loyalty

The loyalty often associated with the color blue is reflected in its connection to trust. Brands that use blue are perceived as dependable, creating a sense of loyalty among consumers. 

6. Emotional Stability

Blue is linked to emotional stability and can have a calming effect on individuals. It is often recommended for situations where a sense of reassurance and stability is needed.

7. Innovation and Technology

Lighter shades of blue are often associated with innovation and technology. Many tech companies use variations of blue in their logos and branding to convey a sense of trustworthiness and forward-thinking. Blue in general is used for branding by 30% of the world’s best-performing tech companies according to a New York Post article

8. Universal Appeal

While color preferences aren’t a constant, blue is one of the most universally liked colors, preferred by both men and women across cultures. A study shows that blue in general is the favorite color of 57% of men and 35% of women. Its broad appeal makes it a safe choice for brands seeking to employ blue color schemes that resonate with diverse audiences.

Understanding these psychological nuances of the color blue allows marketers and designers to strategically leverage blue color schemes to achieve its impact on consumer perceptions. Whether it’s the reliability of a financial institution or the freshness of a healthcare product, blue’s versatility in conveying emotions makes it a powerhouse in the world of marketing.

Let’s now take a look at some brands that use blue in their branding and marketing and the blue color schemes that we can extract from their usage. 

Blue Color Schemes Used by Top Brands

Let’s explore brands that use blue in their brand identity for marketing purposes. 

Here’s the first one.

1. Facebook

Facebook’s brand identity is seamlessly woven with the iconic blue featured in both its logo icon and wordmark. Notably, the letter “F” within the logo isn’t a mere negative space design; it stands distinct in white. This intentional use of white, a neutral color, enhances the visual impact of the striking blue. 

The deliberate contrast between the vibrant blue and the pristine white contributes to a visually arresting combination, elevating Facebook’s brand presence and ensuring its unmistakable recognition across diverse platforms.

Here’s the blue color scheme extracted from Facebook’s icon:

Besides their logos Meta recently announced a new brand identity that explores a wider range of secondary blues as seen below:

It goes to show how powerful they find blue color schemes to be for their brand as universally appealing. This iconic combination of blue and white creates a visually appealing and easily identifiable brand presence, reflecting Facebook’s commitment to user-friendly design and a trustworthy online environment.

Let’s move to the next one.

2. Dove

Dove strategically incorporates a dull deep blue, complemented by a subdued gold-like hue, in its logo design, emanating a luxurious and sophisticated vibe synonymous with the brand. You can see a striking difference between the blue used in the Facebook logo and the Dove logo as they belong to different industries and are catering to different audiences. 

The distinctive color pairing is a hallmark of Dove’s visual identity, conveying a sense of opulence. 

The logo is often thoughtfully positioned against white or light backgrounds, preserving the clean and crisp aesthetic of its colors. 

This deliberate choice enhances the logo’s visibility and ensures that Dove’s commitment to elegance and purity remains a focal point in various brand presentations.

Here’s an extraction of Dove’s blue color scheme:

Let’s see how another brand has mastered blue color schemes in their branding and marketing. 

3. Pepsi

The latest iteration of the Pepsi logo diverges significantly from the previously examined blue color schemes. Sporting an electric blue hue harmonized with a striking red, the logo exudes vibrancy while paying homage to the past blue color schemes. Notably, the introduction of black serves as a visual nod to Pepsi’s commitment to Pepsi Zero Sugar, as outlined in their brand identity breakdown

Against a clean white backdrop and accentuated with a black outline, this logo design strikes a perfect balance, setting a tone that complements Pepsi beverages’ predominantly blue color scheme.

The website shows how the dominant blue color scheme is used across the brand for various marketing purposes. 

Pepsi strategically employs a blue color scheme, setting itself apart from its longstanding rival Coca-Cola, thereby establishing a distinct visual identity in the competitive beverage market. 

This deliberate use of blue not only rivals but also reinforces Pepsi’s brand uniqueness, creating a memorable and differentiated presence compared to its iconic exclusively red-hued competitor.

Here’s a breakdown of the main Pepsi brand colors:

Let’s go on exploring the next blue color schemes. 

4. Pampers

Let’s shift our focus to another compelling blue color scheme, this time exemplified by Pampers, a longstanding diaper brand. Over the years, their branding has evolved, and the latest incarnation features an endearing blue palette. The combination of blue-green/turquoise, sky blue, and vibrant yellow creates a charming and tranquil ambiance, resonating with the comfort and coziness that Pampers strives to provide for both children and parents. 

This delightful color scheme is an expressive extension of the brand’s identity, encapsulating its essence and the nurturing experience it promises. 

As seen on their website below, blue is the dominant color with yellow acting as an accent color that further brings out the effects of the blues. In this case, the blue of the logo shifts to white allowing it to shine against the blue-green background. 

Here’s an overview of the blue color scheme used here:

Next up we have a confectionary brand that uses blue color schemes. 

5. Oreo

The universally adored biscuit brand, Oreo uses blue in its color palette. While the current logo iteration dates back to 2001, Oreo has leaned in favor of embracing blue color schemes throughout its brand evolution except in the early stages. The logo’s dynamic design features captivating white and blue gradients and shadows, creating a visually engaging emblem. 

This strategic use of blue not only complements the luscious dark chocolate biscuit within the iconic wrapper but also enhances the prominence of the Oreo wordmark in white. The layered shades of blue add a sense of depth, accentuating the overall visual appeal and making Oreo’s delectable treats even more enticing. Blue as a universally enjoyed color is the optimal color scheme for a universally loved treat. 

Here below is an extraction of the color palette used in their logo design: 

Let’s Bring it to a Close

As evident from the diverse brand examples explored, blue color schemes possess a versatile personality shaped by nuanced manipulations in hues, shades, tints, tones, chromas, and saturation. Each variation elicits distinct psychological connections as we’ve broken down, a testament to Blue’s dynamic impact. 

The strategic adoption of blue color schemes by renowned brands is rooted in multifaceted marketing reasons, with the foremost being the allure to specific target audiences. This is why it’s imperative that when integrating blue color schemes into your marketing strategy, your branding serves as the vanguard embodying your message. 

Ultimately, blue isn’t just a color; it’s a strategic tool for captivating and connecting with your audience and so we hope that you will be inspired by these blue color schemes.

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