The Importance of Colors in Branding

Have you ever wondered how companies choose their logos and how easily they stay in our memory? The psychology of colors related to persuasion is one of the most interesting discussions in marketing. Today, we will explore one of the reliable studies on the color theory in consumer persuasion.

In the book “Impact of Color in Marketing,” researchers found that 90% of our spontaneous purchases are solely based on the color of the brand. In other words, we buy based on the emotions that each color evokes in us. Does it sound exaggerated? Yet, by looking at the following table, which categorizes brands based on color and emotions, you will see how familiar the feeling is that the logo’s color provokes and how easily you can connect it to a logo.

The same is supported by the study “Exciting Red and Competent Blue.” It confirms that purchasing intent is significantly influenced by colors due to the effects they have on our mood at the moment. This means that colors give personality to the brand, and consumers are influenced by it (for example, think about how cool and fierce the Harley Davidson logo is, and how it entices you to acquire it).

Various studies have shown that our brain prefers recognizable brand marks, making color exceptionally important in creating a brand identity. The research “Color Research & Application” suggests that it’s crucial for new brands to target specific colors that will differentiate them from their competitors (if the competition uses shades of blue, they will stand out by using red). In making this choice, research shows that we must consider the possible consumer reaction in relation to the product’s characteristics and the personality of the audience the product targets.

Bringing up the example of Harley again, a logo in pink or purple wouldn’t sell, as these colors cannot be associated with the Harley machine and the emotions it conveys in consumers’ minds. Applying the same logic, consider that most car logos are white, black, silver, or gray—colors that are stable and timeless.

One of the most notable studies on this topic is Joe Hallock’s “Colour Assignments,” which highlights clear preferences for certain colors in relation to gender.

The most significant points in the research are the dominance of blue in both genders, while you will notice the slight preference of men for the color purple. Perhaps this is why we don’t have purple power tools or gardening tools (products that are strongly associated with men).

Keep these insights in mind when selecting the primary color palette for your company. By considering vastly different preferences, think first about your target audience, in order to provide your customers with the most suitable experience.

Research sources: helpscout.net