Choosing your brand’s colors is a difficult feat because the colors should represent what your organization is all about. Oh, and for some additional angst, just remember that this color choice is going to be synonymous with your company for a looong time, so make it count!
Luckily, there is an entire field dedicated to the Psychology of Color and specifically how it pertains to business. Thanks to data scientists, there have been numerous research studies that have helped companies learn how potential customers might perceive their color choice.
Because you can’t place enough importance on your brand’s colors, we’ve decided to share the below facts that are all about the psychology of color:
First Impressions Matter
Thanks to a study titled Impact of Color in Marketing, researchers discovered that approximately 90% of snap judgments (in regards to products) were decided solely on color.
Perception Reigns Supreme
Yellow is for optimism and purple is regal, right? Well, according to science, not always! In fact, color is too connected to personal perception to allow for universal feelings to be tied to any one color.
Is It A Match?
If you’re looking to make a statement with your coloring choices, you might want to spend some time considering if it makes sense with your brand. A study that focused on how well a color “fit” with a specific brand logo revealed that consumers noticed if a color made sense for a certain brand or product.
A Green Personality
When it comes to understanding a brand’s personality, consumers look to see if the color makes sense or reveals anything additional. Long story short, consumers would notice if a brand like Harley Davidson tried selling their tough products with a bubble-gum pink color scheme.
Being Recognizable Is Key
One important piece of data is that consumers prefer to use brands that they recognize. While this isn’t a mind-blowing fact, it does show the integral connection between color and branding. Don’t believe us, just think of McDonald’s. It’s hard not to envision the golden arches, right?
Copying Is Risky
Sometimes you don’t need to reinvent the wheel but when it comes to your branding colors, you may need to. Research shows that brands with colors that are unique from their competitors have an easier time standing out.
Prioritize Predictions
What’s more important than the color you choose? How you think consumers will view the color. Brands that can accurately predict a consumer’s reaction to a given color are more likely to achieve success according to research.
Struggling with your logo and branding? Like what we did and want to know more? Reach out to Six Stories and we’d be happy to help your business grow!
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