Did you know that a signature color can improve brand recognition by as much as 80%? In the midst of competitive markets, brands need to use every resource at their disposal. It’s no surprise, color has been an effective part of branding since, well basically forever. More than just creating a flashy logo or sweet looking content, there is actually a significant amount of research based on the colors you are using.
Each time a consumer interacts with a brand there is an opportunity to influence. It is up to you to choose which designs and colors will convince a consumer to make a purchase. By incorporating color theory, you can hone your branding techniques and better connect with your consumers. Ultimately, creating a stronger brand-consumer relationship and increasing business!
Consumers make a subconscious judgement about a product within 90 seconds of initial viewing, between 62% and 90% of the assessments are based on color alone. This tells us our branding is greatly persuaded by color! Color plays a huge role in emotions and making a purchase.
The colors you choose are critical to the success of any design. Colors create ideas, they express emotions, they communicate, and they spark interest. Every color has a unique meaning, and this is why colors are so indispensable in building a brand identity. You want to ensure that the palette you choose represents all aspects of your business.
What is color theory exactly?
Color theory is a concept based on the fact that designers understood that; although color perception is subjective, the impression of certain colors is universal. Basically, using a specific color yields a connotation to a certain emotion. When it comes to marketing and branding, color theory is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.
How do I use color theory in my branding strategy?
The relationship between brands and color hinges on the perceived appropriateness of the color being used for your brand. In other words: Does the color fit what’s being sold? When it comes to picking the “right” color, research has found that predicting consumer reaction to color appropriateness is far more important than the individual color itself. When considering colors for your marketing and branding, ask yourself “Is this color appropriate for what I’m selling?” If you are trying to sell rugged camping equipment, pink is probably not going to convey the message you want!
The right color shows off your brand’s personality. Purchasing intent is greatly affected by colors due to their effect on how a brand is perceived; colors influence how customers view the “personality” of your brand. Certain colors align with specific traits. When branding your business, it’s important for colors to support the personality you want to portray. The right color appeals to your audience.
Figuring out your brand’s personality
Before choosing brand colors, it’s important to consider your brand’s personality. Colors are chosen based on what best suits the characteristics of your product/company. Yes, brands have personalities! To differentiate the ways people consistently react to brand identities, they are broken into five dimensions. Most brands fall into one, but there can be some overlapping. Marketers can create effective branding that makes sense and appeals to their consumers once they land on which of these five personalities their brand fits under.
What colors should I use?
The right color differentiates your brand. Let’s look at the color blue for example, it is by far the most popular color choice for business logos. Why? Blue is said to have soothing effect that exemplifies confidence and security. Facebook and PayPal are two companies using blue as their primary logo color, they work with money and personal information and want to instill a sense of security amongst their consumers. Basic moods, emotions, and feelings based on the rainbow spectrum, are depicted below:
Due to an oversaturated market, brands have no choice, but to make a killer first impression. A visual approach is the most efficient method, it engages the human mind much faster than written words. To maximize your branding efforts, you must use knowledge based on color theory. By using color theory, you can affect the emotional state of your customers and make that emotion a permanent part of your brand identity, creating sales and ultimately increasing profits!
