The Psychology of Color in Branding:
Your brand identity defines how the world perceives your brand. Color is an integral component to that perception. Choosing the hue that best embodies your brand personality is critical to building a truly authentic brand. It isn’t a decision that should be left to whim. By understanding the psychology of color, you can make a selection based on insight gleaned from innumerable scientific surveys. So, which color is right for your brand?
Color has been known to have a powerful psychological impact on people’s behavior and decisions, and this knowledge has been harnessed all too well by designers and marketers alike. Color can often be the sole reason someone purchases a product, where 93% of buyers focus on visual appearance and almost 85% claim color to be their primary reason for purchase!
Once you deal with the issue of affordability, the visual appeal of an item is the major influence on a consumer’s buying decision. In fact, the color, make, look and feel of a product affects 93% of the buying decision. This is followed by texture which affects 6% of the buying decision and sounds and smell which affect 1% of the buying decision. Once a consumer starts walking towards an item that has his or her favorite color, the major part of the purchasing decision has already been made. When the four: color, design/texture, and smell are combined, the buying decision becomes powerful.
Color is a powerful visual component. Brands can not only apply the color psychology in differentiation, it can be used to appeal to specific audiences and elicit certain responses from their prospects. One thing to keep in mind, though, is that the right combination of colors for any brand can only become evident through consistent testing.
In order to establish a comprehensive and effective brand identity, you must choose your colors wisely – considering not only what colors might attract the right attention within your category – while also giving your brand distinction, and for example standout on retail shelves, but how your brand color schemes will affect customer perceptions, evoke certain moods and grab attention.
The meanings of colors are important, but more important is to be sure that your brand colors are perceived as appropriate for the brand message you’re trying to convey.
What do you think?
• What kind of emotions do your current brand colors evoke?
• Are you using the right colors to convey the brand perceptions you want?
• Is your brand color palette similar to the colors your competitors use? Is the distinction helping or hurting your brand?
• What colors would you consider using to rebrand your products, packaging, and identity to maximize your success?
• Who is your target audience, and what colors would grab their attention?
Feel free to share your thoughts in the comments. We’d love to hear from you!