What Do Your Brand Colours Say About Your Company?
By rebeccarandall, Oct 4 2016 02:01PM
Colour is the first thing that a potential client will notice about your brand and logo. This is because the human mind is extremely responsive to visual stimuli and therefore colour naturally plays a huge part.
Since colour plays such a major role in our visual perception, it is imperative that your graphic and/or web designer has an understanding of colour perception so that your brand and logo colours evoke the audience reaction that you are looking for.
This is a very complex topic but basically the colours such as blues and greens which are on the cooler side of the spectrum are associated with calmness and subtlety whereas reds and yellows on the warmer end tend to suggest boldness, strength and energy.
Bold, bright and vivid colours will immediately grab your attention although they can appear arrogant and cocky whereas softer tones although sophisticated can be overlooked.
This is a very simplistic view as there are literally hundreds of shades of blue and a dark blue can stir up different responses to a sky blue for example.
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When we think about traffic lights as an example, we have a conscious association with red meaning stop and green meaning go. Therefore with our minds attuned to this, we might take a good look at red used as a branding colour or we might find it too aggressive and alternatively we might pass over the use of green or we may find it calming and close to nature.
Surveys Backing Up the Statistics
There have been many surveys on this topic and one undertaken by the Canadian company, Colourfast which makes plastic cards discovered the following:
• 93% of purchasing judgements are made on visual perceptions
• 84.7% of consumers cite colour as their main reason for buying a particular product
• 80% think colour increases brand recognition
Colourfast wanted to ensure that their logo colours were sending out the right message to potential customers.
University of Loyola, Maryland
The above university undertook research and found that 60% of the time people will decide, based on colour alone, if they are attracted or not to a message and that colour increases brand recognition by up to 80 percent.
Seoul International Color Expo
Here research conducted by the secretariat found the following relationships between colour and marketing:
• 92.6 percent said that they put the most importance on visual factors when purchasing products
• Only 5.6 percent said that the physical feel via the sense of touch was most important
• Hearing and smell each drew 0.9 percent
These statistics make convincing and compelling reading and reinforce that it’s important to get your colours right!
Understanding the message that different colours convey is essential when you are establishing your company profile. A recent client I worked with on the colour branding for her new business came to me after struggling to find a brand identity. After going through the process she achieved what she wanted with colours that reflect the core values and personality of her brand. Her original design was more akin to her business as a beauty therapist and did not reflect the values of trust and inspiration that she wanted to convey as a hypnotherapist and counsellor.
You need to consider every colour very carefully as all have implications for your logo design.
If you would like help in selecting your colour palette for your brand so that your company is perceived as you would like it to be, please call Rebecca Randall on 07766 493985 or email firstname.lastname@example.org
07766 493 985