What does color have to do with the buying cycle? More than you think according to research from Colourfast. Colors are associated with a variety of attributes and emotions from strength, trustworthiness and optimism to imagination, sophistication and passion.
But color goes way beyond aspirational qualities. It actually significantly impacts purchasing behavior. In fact, the study reveals that 80% think color increases brand recognition. Furthermore, 84.7% of consumers cite color as their main reason for buying a particular product, and 93% of purchasing judgments are made on visual perceptions.
Additionally, the research found that color increases reading by 40%, learning by 55-68% and comprehension by 73%. (Click infographic image below right for complete study results.) So when it comes to the psychology of logo design, there’s much more to it than meets the eye.
Think about the most successful brands and the colors of their logos:
- Ford, Visa and Facebook like blue because it imparts security, calmness, honesty, strength, caring and trustworthiness.
- Coke, Disney and Kellogg’s chose red for energy, love, excitement, action, boldness and passion.
- Orange works for Nickelodeon and Fanta because it’s happy, social, friendly and affordable.
- Look at the yellow used by McDonald’s and Shell. It implies companies that are logical, playful, optimistic, forward thinking and confident.
- Green is associated with growth, organic, natural, caring and freshness, making it perfect for Subway, Greenpeace, Starbucks and Spotify.
- Hallmark, Cadbury and Yahoo! use purple for its imaginative, creative and nostalgic qualities.
- Black’s sophistication, luxury, formality and authority make it ideal for Sony, Chanel and Hilton.
Now look at your logo and its colors: Is the intended brand message being sent?
While the research focuses exclusively on logo design, the concept of color psychology will apply to the designs of your marketing campaigns and the colors you choose for promotional products to represent your brand. Are you using color with this in mind?
Branded merchandise is offered in so many colors from traditional corporate colors (navy, black, red, white) on one end of the spectrum to retail-inspired hues (aquas, pinks, purples and even neons) on the other.
How are you translating your corporate colors into the promotional products you use to support your brand? Do you use a neutral product with the imprint in your corporate color? Or on the other hand, do you use a bold product color with your logo in a neutral decoration? Either technique can work; it all depends on what attracts your specific audience’s attention.
To give an idea of what’s possible, check out these products for inspiration:
However you incorporate color into your overall brand development as well as specific marketing initiatives, tailor your choices to what appeals to your target audience. Then be consistent with your color palette across all platforms so that whenever your audience sees your specific color combination, they immediately recall and think of you.
Don’t fear color. Embrace it. We can help guide you through the rainbow of options. Book an appointment by clicking here or call us now at 248-538-4700 today to find out how. Mention the blog, and we’ll send you some colorful SMART Swag!