Why Picking Great Brand Color Will Boost Your Business.
You must have heard something about color psychology;
It portrays how each color relates to the human body respectively, the emotions they evoke and how it affects our behavior.
To a large extent, color has a great influence on consumers’ emotions and perception of products. It connects with humans on unbelievable levels. However, the most popular brands have proper knowledge of what each color communicates and they apply that knowledge to their general use of colors.
According to Infographic, a marketing study stated that color can increase brand recognition by up to 80%.
How amazing is that?
In case you didn’t know, most advertisements use color as one of the important elements in influencing people’s attention towards the product. Their decisions towards purchasing the products are also influenced.
For instance, companies that use color Red, like Coca-Cola and Virgin, want to be considered as powerful and compassionate. It’s quite obvious that both organizations control a considerable amount of consumers, their brand color contributes to that.
In addition, facts prove that colored advertisements can attract people to read up to 42% more often than the non-colored advertisement.
While accepting a product, individuals conclude between 90 seconds of their initial interactions with that product. About 62-90% of this assessment is based on colors alone.
You should really consider using more effective colors for your product or service while advertising.
The Relationship Between Brands & Color Hinges on the Perceived Appropriateness of the Color Being Used.
In simple words, does the color fit what is been sold?
Basically, colors influence how customers view the personality of the brand in question. They find a way to connect the dots in their mind and link your color to your brand too. Probably done unconsciously, the reality is undeniable.
Additional studies reveal that our brains prefer immediately recognizable brands, so what people prefer is to see a color and easily associate it with your brand.
YELLOW; Ikea, Shell, McDonald’s – are considered happy, giving fun experience, also the brightest color in daylight.
GREEN: Sprite, Heineken, Starbucks – environmentally friendly brands, also represents money and envy in Western culture, signifies earth and youth.
BLUE: Facebook, Samsung, Twitter, Skype – represents trust, integrity, and communication.
BLACK: Chanel, Loius Vuitton, Adidas, Nike – represents luxury, power, elegance, also associated with feelings of grief and strong emotions.
ORANGE: Fanta, Firefox, Nickeledeon – energetic, warm, associated with joy, sunshine and playfulness, often used to stimulate emotions or even appetites.
I know I said consumers already prefer recognizable colors, it doesn’t stop you from being unique. It’s quite important for new brands to pick colors that differ from colors used by existing competitors.
Before choosing a brand color, you need to understand the voice of each color. Predicting consumer reaction to color appropriateness is far more important than the color itself. In other words, you should discern the kind of emotions or reaction your brand color would induce in the mind of a consumer.
Choose a Brand Color that Supports the Personality of Your Business.
It is important for colors to support the personality you want to portray rather than trying to align with stereotypical color associations.
Here’s what I mean;
While certain colors do broadly align with specific attributes e.g. purple with sophistication, brown with ruggedness – you should focus more on the personality of your business and what you want it to preach.
Note that there are no distinct or rigid guidelines for choosing your brand’s colors, it’s not a “one size fit all” thing.
However, the context you’re working within is an essential consideration, it’s the feeling, mood, and image that your brand or product creates that matters. So, we could easily conclude on the fact that your business and its purpose should define the colors you pick.
P.S – Always keep in mind what a brand should portray – confidence, passion, belonging, action, security and much more.
What language does your brand color speak?