Color holds power. It can impact our moods, emotions, and behaviors. It can also be a source of information. While an individual’s response to color can stem from personal experience, the science of color along with color psychology supports the idea there’s far more to it. Countless studies have been conducted on the relationship between color, particularly in the areas of marketing and branding.
Here are some of the findings:
Color influences 85% of shoppers' purchase decisions.
About 62‐90% of the product assessment is based on colors alone.
Colors increase brand awareness by 80%.
At a basic level, colors influence how consumers view the ‘personality’ of the brand in question, so it’s important you get it right. In the following article, we’ll show you how to use the power of color in your branding by breaking down color meaning so you can choose the colors that are right for your product or business.
Brand Color & Logos
This includes red, yellow and orange, and variations like pink. These colors evoke warmth due to their brightness and link to the sun. In general, they convey optimism, enthusiasm, and passion.
These include green, blue, purple, and their variations like violet. These colors are considered cool as they are colors commonly found in nature and are known for their calming effect. These colors are calming, relaxing, and subdued.
These include brown, black and white, as well as variations like gray. They’re often paired with warm or cool colors but are sophisticated on their own. They can be powerful and pure and are sometimes referred to as the earth tones.
Blending the warmth of red and the optimism of yellow, orange communicates activity and energy. And of course, it’s hard not to associate it with its namesake, immediately making it feel fresh and healthy.
Orange has different tones and shades, each with different meanings and effects. For example, light pastel peach tones are seen as sweet, conversational, and affable, whereas more intense, vibrant oranges are seen as representative of vitality, energy, and encouragement.
Purple is considered a low arousal color. It is traditionally associated with royalty, majesty, or nobility as well as having a spiritual or mysterious quality. Darker shades often represent luxury or opulence while lighter lavender shades are quite feminine, sentimental, and even nostalgic.
White represents simplicity, purity, innocence, and perfection. And if you had to identify one brand that has used white to convey its brand message to perfection it would have to be Apple – white represents the simplicity of the products in both their form and function. White also comes with a starkness or sterility about it, which is often used by designers to convey a minimalist aesthetic and clean, modern quality.
Black is to be taken seriously. It represents power, luxury, sophistication, and exclusivity on one hand; and death, evil, and mystery on the other. From formality to mourning to power, black is bold, classic, and not to be fooled with. While color is more likely to increase brand recognition there’s no reason black—when used appropriately—can’t be just as distinctive, memorable, and communicative of a brand’s attributes.