American magic realist painter and artist, Ivan Le Lorraine Albright, once remarked: “A color is as strong as the impression it creates.”
Colors speak volumes when it comes to branding and marketing. Whether an advertising campaign, personal brand or company logo, colors in branding say a lot about your organization and how its message and meaning are received. Colors in branding have the power to influence consumer decision and engagement, as well as trigger moods and feelings – positively or negatively – towards certain products.
“People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone,” says Satyendra Singh, author of a 2006 study on color in marketing.
While colors tend to be underestimated by consumers, marketing agencies know all too well their importance in branding and marketing. The colors of a brand serve as its identity to customers, especially when it relates to persuasion. In fact, colors have the power to increase brand recognition by up to 80 percent, according to a study by the University of Loyola. Elements such as personal experiences, preference and cultural differences also impact the effect individual colors have on people.
Why Colors in Branding Matter
Colors are used to convey a range of emotions and feelings. The color blue, for example, helps to create the sensation of trust and security which is often seen with banks and businesses. The color orange represents confidence and friendliness, while also creating a call to action.
To better understand the role of colors in branding, including the psychology behind it, the following infographic reveals the meaning behind the colors.
Never undervalue the power of colors in branding and marketing. When used correctly, colors have the authority to establish trust and security, convey professionalism and confidence, and even create urgency or call-to-action. That said, does your company’s branding colors accurately represent your business message?