Importance of Color in Branding

Color is very important in branding and marketing because it’s where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences. There are meanings behind various colors and for companies choosing a color scheme it can affect their business, it may either make or break them.

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Why is Color Important?

A brand’s aesthetics are a very essential part of its story, heightened by the fact that the brain processes visual stimuli faster than text. The design and color combination of a brand’s logo, website, product packaging, etc. form a visual representation of its identity. These elements should give insight into a brand’s personality, story, and values.

Even though consumers might not always be aware of this, many marketers use color psychology to invoke different emotions and responses. New brands should embrace hues that distinguish them from their competitors, so they have a better chance of standing out and making an impact.

For example: Facebook, Samsung, and American Express have all channeled the color blue to promote reliability and responsibility to their clientele. Despite having completely different services and products, they share a common goal of providing a sense of security to it’s customers by their use of serene color.

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Colors and Their Meaning

RED – Creates a sense of urgency, which is good for clearance sales. Encourages appetite, thus is frequently used by fast-food chains.

BLUE – Provides a sense of security, curbs appetite, and stimulates productivity. The most common color used by conservative brands looking to promote trust in their products.

GREEN – Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness.

PURPLE – Stimulates problem-solving as well as creativity. Frequently used to promote beauty and anti-aging products.

YELLOW – Yellow is the color for vibrancy and optimism. It can also be motivating and captivating, that’s why some tag prices are in this color because it helps get the attention of customers.

ORANGE – This color can be effective for children because of its cheerful, friendly and fun feeling.

BROWN – This shade elicits simplicity and stability. It also looks very down to earth.

BLACK – Black promotes a serious or classic campaign. There is also sophistication and exclusivity in this color which works well with expensive products.

WHITE – This color looks very plain but when used, it shows purity, cleanliness and is very enticing to the human eye.

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Factors to Consider When Selecting the Right Color For your Brand

Aside from the meaning of different colors, business owners should also be aware of the other factors that they should consider in choosing a color scheme, here are some:

Appropriateness

Business owners should know what message they want to convey to the public given the kind of business they have, in that case, the message could be matched to an appropriate color shade.

Target market

It is also important for business owners to know their target market and to whom they offer their services or products so that the color will also be appropriate to the kind of encouragement needed for the target customers.

Consistency

Consistency in the color scheme of a brand strengthens its identity in the market. It also helps the brand to stand out and rise against the tight competition in the industry. Further, consistency also gains the trust, loyalty, and familiarity of customers.

Properly choosing colors will define your brand’s value, strengthen and support your brand positioning, enable greater awareness and customer recall, and distinguish your brand among its alternatives. Color should not be underestimated because studies have already proved that this element has a connection to human behavior and in the long run this color will represent the company in the coming years.

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