The Influence of Color in Branding

Influence of Color in Branding

Some brands are instantaneously recognizable by a single color, which is why color is one of the most important elements to consider when developing a new brand. Brand can be defined as the name, term, design, symbol, or other features such as imagery and colors, that distinguish one seller’s product or services from the competition—and even more broadly, brand can be defined as the set of emotional associations that go with the brand.

Why Colors Matter

Studies show that many people judge brands and products on color(s) before they convert. A startup company may offer a truly great product, but consumers might decide to shop elsewhere if their color scheme is off-putting. The color(s) a company selects for its brand conveys their trustworthiness, their products’ quality, and much more to consumers.

“Ads in color are read up to 42% more often than the same ads in black and white.”
Source: “Color for Impact” White, Jan V, Study on Phone Directory Ads

Brands and color go hand-in-hand because color wordlessly conveys meaning and messaging. A brand is able to instantaneously communicate the “idea” of a company or product, forming a connection with consumers.

The Psychology of Color

Whether or not you’re aware of it, our minds are programmed to respond to color. The psychology of color is the science of how color affects human behavior and is a branch of the broad field of behavioral psychology. Many articles have been written on the subject, yet research results are difficult to prove. This is because reactions to color can be difficult to associate with a single feeling and usually depend on personal experiences, upbringings, and cultural differences.

In spite of this problem, color psychology is an important research subject since color can be used to persuade and affect consumers. Colors are related to specific traits and, when used effectively, will trigger emotions. Color is something to explore when developing your brand, but remember: it’s far more important for the target audience to view the chosen color as appropriate for the brand.

You have the ability to use color to transform a brand and to create the desired emotional experience for your target audience. However, in order to do so successfully, you must first do your research.

Know Your Audience & Brand Personality

The first thing you should do is consider your target audience. To whom are you trying to appeal? A 55-year-old busin