Why is it that certain colors make us feel certain ways depending on how they’re used? How do brand colors impact our emotional connection to a product?
Google. Target. Facebook. Successful brands with memorable logos. Why? Take a second and imagine these logos in black. Tough and uncomfortable, right?
Considerations when Choosing Brand Colors
Here are 5 things to help you decide on the right colors for your brand:
1. Color is Attractive
“Color is perhaps the most dramatic means of attracting attention and enhancing a design.” – James Craig, author of Designing with Type.
When developing a brand, color is arguably the most important element in creating a visual identity with an impact. Without color, every brand would look the same.
2. Color Drives Sales
Research proves that color can increase brand recognition by as much as 80%. The more memorable the brand, the more it will gain consumer trust and become top-of-mind when making a purchase. It’s hard to make a dollar if no one knows your name.
3. Color is Subjective
A tricky but essential thing to understand about color is that it is subjective. Every person psychologically perceives color in a different way depending on one’s age, gender, geography and life experiences. To one individual, the color red may symbolize power and strength, while to another, anger and frustration. We can’t assume everyone will love a logo just because it’s purple.
4. Color Application Matters
Understanding that color is subjective in branding, designers must consider the target audience and make predictions on the audience’s perception of a color “in situ” – because predicting consumer reaction to a color in the application(s) it will be displayed is more advantageous than considering a color out of context. For example, when choosing the brand colors for a florist, it would be more appropriate to include greens and pinks (as they visually relate to flowers and floral shops) rather than colors like browns or blues, as they might fail to translate the brand’s purpose.
This mentality is commonly good practice, but it can also create monotony between competing brands in the same market. It is best to first research the competition in order to choose colors that are appropriate but also help to stand out in a crowd.
5. Color Can Be Tested
All-in-all, the truest way to know if a color will be successful for a brand is to test it out. At Diedrich RPM, we test colors, and a wide array of other marketing strategies and tactics, prior to going to market through focus groups and market studies. Our research results reveal trends in market direction and can be crucial in brand decision making with marketing dollars on the line. Often, a client’s opinion of which color they like for their brand won’t align with what the research reveals.
On your next Google search, Target run, or Facebook binge, take notice of your comfort and familiarity with these brands – now you’ll understand why.
