When you see something for the first time, you form an opinion about it in just a matter of seconds, but how much of that first impression is based on color alone? According to Colorcom, colors account for 85% of the reason why someone will decide to purchase a product. Marketers take color psychology seriously; they know as soon a customer walks into a store, they will form a positive or negative opinion about their retail environment within the first 90 seconds.
It is no coincidence most in-store sale signs are red. According to a University of Rochester study published in the journal, Emotion, when humans see red, their reactions become faster and more forceful. For marketers, this information is useful. It means when people see red sale signs they are more likely to make impulse purchases and spend more money than they intended to.
Other studies also support the theory that colors can be used to influence purchasing decisions. According to the study “Exciting red and competent blue,” when customers see a logo or package, the color activates relevant associations, which influence the perception of the brand’s personality. The color blue, for example, is linked to qualities such as competence, intelligence, communication, trust, efficiency, duty, and logic. This is why we often see blue in the logos of banks, financial institutions, and healthcare centers. The perceived competence of a brand can be positively affected by the presence of the color blue in their name and logo.
Colors are important in every single aspect of the buyers’ cycle, from packaging to signage. According to Colorcom, the presence of color helps us process and store images more efficiently than colorless scenes. Whether it’s a permanent sign affixed to your building or a banner to announce a special promotion, spending a few extra dollars for color printing makes good sense.
How to pick the colors for your brand?
The first step to determine the best color to use for your brand is to start by thinking about your target audience. Research from Shopify reports women respond favorably to the colors blue, green and purple, while disliking brown, grey and orange. Men also responded well to the colors blue, green but not the color purple. They preferred black and reacted negatively to browns and oranges. Knowing the type of preferences your audience has will help you narrow down your color options.
Once you determine the audience you are targeting and their preferences, think about what type of message you want to communicate. This will depend on the type of products and services you offer. For example, if you are in the cleaning service industry, you will want to use colors associated with purity, simplicity, hygiene, and clarity. In this case, white would be a good choice.
Consider all the different options you have when it comes to colors and try to pick no more than two colors for your brand. Although many logos in the marketplace use more than one color, our sample of the 4show study found that most well-known brand logos only consist of single color or one dominant color with a smaller accent color.
Use this guide by Marketo explaining shade by shade how colors can affect your business:
- Black is employed by those who wish to communicate classic sophistication and is often associated with expensive or upscale brands.
- Blue is likely the most popular choice for brand colors, and is considered dependable, trustworthy, secure and responsible.
- Brown is thought to be earthlike, natural and durable. The color speaks of simplicity and strength.
- Green is synonymous with calm, freshness and health. Lighter shades communicate serenity, while darker greens are associated with affluence.
- Orange is a color full of life and excitement. It communicates fun, exuberance, playfulness and vitality.
- Red invokes a passionate response and is aggressive, attention-getting, energetic and provocative.
- Purple is elegant, rich, sophisticated and is associated with royalty, nostalgia, spirituality and mystery.
- White represents cleanliness and purity, making it a popular choice among healthcare and child-related businesses and organizations.
- Yellow invokes sunny feelings of hope and optimism. Its brightness catches the eye and stimulates creativity and energy.
Need help developing your logo or designing the identity materials to strengthen your brand’s identity? Rely on the experts at Allegra Marketing. Contact your local Allegra Marketing Print Mail location for all your design and printing needs.