Capable of influencing 90% of an initial impression, color is very impactful on the human psyche. It can affect people’s mood, stress levels and even their behavior on a subconscious level. This is especially true with purchasing behaviors and tendencies. Below is a brief look into enhancing brand perception and drawing in the target audience using the power of color psychology.
As humans developed, they began to associate colors with concepts or personality attributes, such as cowardice or sophistication. For instance, red is often linked to anger while blue is the color of trust. However, they can have various meanings and can also differ across demographics. All this can make choosing brand and logo colors difficult.
Before making their selections, companies — no matter the size of the organization — are advised to establish a clear “voice” for their brand. By determining the overall mission or message of the brand, a company can better identify its audience. Understanding the audience is key to selecting the right colors. Not only to appeal to them, but to predict consumer reaction to color appropriateness as well. Research shows this is ultimately more important than shades themselves.
If appealing to men as a target, organizations may feature blue, gray or black. When targeting women, pink, purple and red may be emphasized. Orange can be effective in conveying warmth, confidence or friendliness. Green can embody health, freshness and growth — while black can express elegance, security and authority. Colors also have the power to aid memory. In fact, 90% of small business owners say customers remember documents and presentations better due to the palette choice.
Once the mission and audience have been distinguished, there comes the tricky task of choosing colors that appeal to the audience and match the brand’s personality. What’s more, there are shades specific to industries. These hues can evoke different impressions on consumers depending on the field or line of business. Red is popular in the food service industry as it can stimulate hunger. However, clothing brands use it to depict attractiveness, energy and passion for their fashionable designs.
Further insights into the influence of colors can be found by looking to the industry-leading companies. These successful brands typically flaunt a dominant color along with a few complementary shades. An example of this can be a prominent green with black and white acting as grounding neutrals. Such color schemes can produce a more memorable effect on consumers after seeing them consistently span logos, product designs and beyond.
It’s important for every company to recognize the significance of brand color selection and the science behind it. While there are no “best” colors, choosing the right palette can bolster branding initiatives and increase awareness overall.
For more evidence of the power of color in marketing, please see the accompanying resource created by a verbal branding agency.