The colour yellow is a colour that, like red, DEMANDS our attention and is impossible to not notice being the lightest hue of the spectrum. It is uplifting, happy, cheerful and fun. Yellow also encourages original thought, improves our inquisitive nature and offers hope and optimism for the future whilst improving our outlook on life.
In this post, I will look in-depth at the meaning of yellow, how different shades have different meanings to us and when we should consider using the power of yellow in our branding.
Yellow is the colour of the Solar Plexus chakra – communication & knowledge
Why am I talking about chakras and what is a chakra? A chakra is what is known as an energy wheel that helps make up our spiritual aura ( that can be seen by the use of special cameras) of seven colours. Red, orange, yellow, green, blue, indigo, purple and gold/white. It is believed to relate to how we think and how we experience the world, how people see us, as well as our physical and mental health.
Each chakra has a purpose beyond its colour and the solar plexus is believed to be the chakra of learning, comprehension and initiative.
It can relate to our self-esteem, respect for others, calmness, joyfulness and able to take ‘educated’ risks. This is the essence of yellow in our spiritual being which gives us an inclination of when we might choose to use the colour when communicating a brand message.
If we consider a business that already uses yellow successfully in their branding we can see how the chakras purpose plays a part in the selection of the colour. National Geographic, a frame like a square in yellow educates us about the world and uses this colour successfully to represent it is a fountain of knowledge. Nikon, the camera brand also use this colour as their primary colour but as a symbol of their product to be able to empower the user with initiative and creativity. Mcdonalds, on the other hand, use of colour as a symbol that is also represented by happiness. combining both the red (impulsive) with the yellow (happy) makes McDonald’s a quick fix to feeling happier! You lovin’ it?
The colour yellow in nature
The colour yellow in nature evokes the brightness and energy of the sun. The warm glow and sense of wellbeing we get when it is a hot sunny day, yellow in nature always relates to things that are attractive and very pleasing to our senses.
Sunflowers are also yellow not just because of that being the only colour the petals don’t absorb but it has evolved that way to attract insects and in particular bees and butterflies to them in order to collect pollen and discussed here by whycenter.com
…The large flower base of the sunflower also acts as an appropriate base for the insects to settle on. The reason as to why the flowers have evolved in this way to attract insects to them is of course, pollination…
The bad side of the colour yellow
Yellow can often be seen in society as a colour of cowardice and or impatience due to the fact it can evoke anxiety in people if exposed to it too much which means when choosing it as a colour for a brand you have to be very very careful or have a product that relates to the sharing of knowledge or creation of new ideas (hence why my main colour is yellow/gold) as your potential customers may see your business and your products as a bit of a liability and feel anxious in doing business certainly if there is a lot of change going on in their lives.
Yellow is also a colour full of confidence and when you start to have too much confidence we can start to appear a little arrogant to some, for this reason, it is important to rebalance your brand with another colour such as blue to cool down the power of this intense colour or green to create balance.
The colour yellow and its cultural representation in different countries
How yellow can affect our mood