The role of color in branding

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The Role of Color in Branding in the Mortgage Industry

Posted by John Seroka on Thu, Jul 04, 2013

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Color plays a huge role in our lives. When we get up in the morning, we make decisions on what colors we're going to wear that day based on our mood, whether or not we have a meeting to attend, who we're going to see that day and the impression we will leave on them and more. So, it stands to reason that we use much the same thought process when we decide the colors we will use in our corporate color palette.
In the mortgage industry, mortgage bankers and brokers will naturally want to select colors for logos, websites and print that emphasize stability, safety, trustworthiness, authority, good values, technologically advanced, strength and of course the availability of money. Other mortgage industry companies will naturally select colors that emphasize some of the same qualities along with other colors that are representative of other qualities, thoughts or feelings they want their target audience to affiliate with them. Selection of your color palette, and how color is distributed through visual branded items, is very significant given the psychological value associated with them.

Mortgage companies in particular may wish to consider the significance of a few primary colors...

• green and blue: generally considered trust-building colors
• red and black: high energy colors that suggest power, strength and authority
• green and gold: colors associated with wealth

Understand this is not meant to imply that I recommend these colors be in your color palette if they are not already. It really comes down to your particular brand and what you are trying to convey to your audience. Many very successful mortgage companies deviate from these colors or use lighter shades for a more youthful or contemporary look.
Here are some additional color-related insights in this infographic created by RIPT Apparel...

If you're considering refreshing your color palette or if you're in the process of developing a color palette for a new mortgage company or other industry-related company, I recommend merely keeping the key colors in mind that I pointed out earlier. Don't feel compelled to follow the pack as some originality can still be very powerful as you develop your brand.

I hope you found this information helpful! Let me know your thoughts in the "comments" section.

Tags: John Seroka, Mortgage, Marketing, Brand Development, Branding

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