One of the most interesting and controversial topics when it comes to marketing is color. Research has revealed that the effect of color on every individual varies based on the individual’s personal preference, cultural differences or their upbringing. Therefore, the idea that making use of a particular color gives an appropriate reaction does not hold water. However, there is still a lot to learn when it comes to the psychology of colors in branding and your business in general.
Importance of colors in branding
According to research that was carried out titled "Impact of color on marketing” it was discovered that about 90% of snap judgments on different products were made based on the color of the product alone. It was further discovered that the relationship between the color and the brands were based on the apparent appropriateness of the color for the brand as judged by the viewer.
The colors of a brand greatly influence the resulting personality of the brand. For instance, taking a look at Harley Davidson motorcycle which is known for its cool and ruggedness. There is hardly anyone who will like to go for the Harleys if it was not cool and rugged, and this should be depicted by the colors used by the brand. Most other brands need the gentle and cool feel like brands dealing in beauty soap.
Furthermore, it has been discovered through studies that our brain is more attracted to easily recognizable brands which further emphasizes the impact of color in the creation of your brand’s identity. It is advisable for you to pick a color that is easily distinguished from those of your close competitors. This will ensure your uniqueness in your niche.
In making the right color choice, there is need to ensure the correct prediction of the reaction of consumers to the color more than the color itself. In the illustration made above to Harley where the users buy the bike so as to feel rugged, there are colors that do justice to make just that happen.
Click here to know Color Meaning, Symbolism, And Psychology: What Do Different Colors Mean.
A Stanford University professor of Psychology, professor Jennifer Aaker made some research on colors and branding and came out with a five core dimensions that influence a brand’s personality. These are as follows.
Blue: This depicts sincerity. This is perfect when you need to show the following about your brand:
- Down –to-earth (Family-oriented, small-town)
- Wholesome (Original)
- Cheerful (Sentimental, friendly)
- Honest (Real, Sincere)
Red: This depicts excitement. Some of the qualities it shows are:
- Daring (Exciting, Trendy)
- Imaginative (Unique)
- Up-to-date (Contemporary, Independent)
- Spirited (Young, Cool)
Green: This depicts competence. It shows the following qualities:
- Intelligence (Corporate, Technical)
- Successful (Confident, Leader)
- Reliable (Secure, Hard-working)
Purple: This depicts sophistication. It shows the following qualities:
- Charming (Smooth, Feminine)
- Upper-class (Good looking, Glamorous)
Brown: This depicts ruggedness. It shows the following qualities:
- Tough (Rugged)
- Outdoorsy (Western, Masculine)
Summary
The above color suggestions are just the opinions of the professor based on her research on colors and brands. When it comes to color and branding, no one color is perfect, and a little bit of research is needed to get just the perfect one to convey your message.
Thirumalesh Prasad C G (Thiru) is an entrepreneur, Founder, and CEO of Inboundsys. He has over 22 years of experience working for various multinational IT products and services companies in India and abroad. He was a significant member and worked as a user interface architect, designing the user interface for many web applications and products. In addition to running Inboundsys, he is an advisory board member in various other design studios and digital marketing agencies. He is a passionate blogger who loves writing on digital marketing, inbound marketing, lifestyle, philosophy, positive thinking, and motivation.