- Posted On: Jun 07
- Posted By: John Duff
How Color Psychology Influence Brand Recognition
Color plays a vital role in grabbing the attention of the customers worldwide. As each color represents different emotions, marketers try to use this psychological factor to influence as well as retain the potential buyers.
Some researchers have shown that cooler tint tends to attract more people than warmer ones. The effect of different color stimuli will not have the same impact on everyone. It mainly differs based on the factors such as culture, gender, and age. So, businesses have to choose them wisely while designing their logos to create a permanent impression on their customers.
The selected shades will have a direct impact on brand values and purchase pattern of a buyer. Let us see how companies take care of this factor to communicate their brand personality.
Like every other color, Blue denotes a specific meaning about branding. Known for its coolness and confidence, the technology, motoring, and health-related brands use Blue in their logo. Different blue shades play unique roles in branding. Companies such as Ford, Facebook, AT & T, and Samsung use dark and vibrant shades of blue. On the other hand, the healthcare and beauty products such as Domestos, Oral B and Britain’s National Health Service (NHS) use lighter shades.
Purple, known for its royalty and nobility, it is widely used to market premium products. They are also extensively used by the beauty and cosmetic products. Familiar brands which use purple to represent its quality are Cadbury, Hallmark cards, FedEx, Monster, and Yahoo. Not to forget, this color has also set its wide footprint in estate agents such as Zoopla and Purplebricks.
As Green is more associated with our environment, it primarily represents freshness, cleanliness, energy, and growth. Mainly Agriculture and organic products go for this theme. Apart from that, the health and fitness firms also use this color for branding. Some example of such brands includes Starbucks, Harrods, Animal Planet, Lacoste, Jaguar, Acer, and Android.
Yellow, known for optimism, positivity, and cheeriness, is mainly used to attract the buyers spontaneously. While it also signifies warning, some of the hazardous and heavy machinery segments make use of this yellow tint. Britain’s J. C. Bamford (JCB) and Caterpillar vehicles use yellow to mean their behavior. Not just as a warning sign, this color is also picked up by other famous products such as BestBuy, McDonald’s, Ikea and Nikon.
Orange, resembling brightness to its peak, the companies pick this color to showcase fun and adventure products. A mobile company known as Orange has used this color to name their business as well. Brands such as Harley Davidson and JBL are also using orange tint to portray their product. Also known as a warm hue, few brands such as Fanta, Mastercard, Lufthansa, HTML 5, Nick, Shell, Timberland, TNT, Blogger, WNBA, and Penguin books use them in branding.
Red, being a perplexing tone denotes both love and anger. This color increases not only the heart rate but also your appetite. Most of the fast food brands go behind this shade to grab the attention of hungry men. KFC, Burger King, Pizza Hut, Nestle, Coca-Cola and Red Bull are the right example to represent this fact. It is also noticeable that some very commonly used brands make use of this color to imprint a permanent mark on their customers. It includes CNN, YouTube, Vodafone, ESPN, Canon, Honda, Toyota, Mitsubishi Motors, Toshiba and several others.
Famously known as delicate tint, it is widely picked by women all around the world. It is the reason why most of the personal care and cosmetic firms choose pink to brand their products. Barbie dolls used pink all over to focus on its softness and caring nature. Apart from this, companies have also made use of this bright shade to brand their products such as T-Mobile, Taco Bell, Donut King and many more.
Representing Earth, this color denotes its protective nature. One can find this shade mostly in the branding of the food industry. The packaging of most of the chocolates uses this tone such as M&M’s, UPS, Divine and Green & Black’s. There are some companies which use brown along with a different combination of other colors to portray their products.
Some brands use white as a background of their logo because of its purity and elegance. Technology, baby and healthcare products make use of this color to denote their pure form. One good example is Apple, where white occupies the background for its grey shaded apple. They used white everywhere starting from iPods, earbuds, iMac to MacBook. Adidas and Nike have also mastered this technique of simplicity by displaying their logo using white in their brand.
As black represents strength and boldness, most of the brands use it as a primary tint worldwide. It is either chosen as a background shade or the font tint of the logo. Many famously known brands in the market, which uses black shades are Nike, Adidas, Lakme. In some cases, expensive products use them to showcase their classic feel. Hotel Chocolat, a British confectionery company, use them in their branding.
Grey, known as a neutral tone is not attached to any form of emotions. Hence, most sectors make use of this shade. Going through a range of changes in tint, Apple now uses grey to brand their product in the market.
There are few companies which use a variety of colors in their logo to resemble their activity. Google is an excellent example of this strategy. Apple has also made use of this combination known as a rainbow logo in 1976.
Since the color of the logo portrays the product and its positioning, one should study the buyers and their behavior before picking any shade for your brands. The right color can attract more buyers and hence, make you stand tall in the market space.