Choosing the right branding color schemes to reflect your personality and actions can have a significant impact on your small business.
Color is extremely important in marketing. The choice of colors is critical when designing your company’s branding and logo.
According to the Exciting Red and Competent Blue study, color psychology in branding has a significant impact on purchasing intent because of the impact they have on how a brand is perceived. This means that colors have an impact on how consumers perceive the “personality” of the brand in question. As a result, this is crucial in the development of a creative brand.
Each color shows a different personality trait of the brand. Crucial care is to be taken in choosing the right branding colors as it is going to reflect on your business type.
When people see your brand, the color strikes them first even before they could notice your logo design or the name of your brand. The color of your brand, speaks about your branding strategies in marketing.
If you don’t pick the right colors for your business, perhaps you may fail to be successful.
Colors are used as part of the visual identity and brand recognition of many of the world’s most recognizable brands; consider Cadbury, Virgin, and Starbucks; what colors do you immediately associate with them?
It’s impossible to think of Coca-Cola without picturing the swirling red logo, or of McDonald’s without picturing the iconic yellow arches. So, why is branding color combinations important, and how does it influence brands?
Colors serve as a branding color combination great brand identifier and should be considered early in the creative process. Brands that use bright color combinations are frequently chosen to make their target audience feel more energized.
Colors convey emotions, feelings, and experiences, so they are more than just a visual aid. There are meanings behind various colors, and it is beneficial for businesses to be aware of this because choosing a color scheme can have an impact on their business – it can either make or break them.
Why is Color Psychology in Branding Important?
Color psychology is a branch of psychology that studies the effects of colors on human behavior.
Color psychology emerged many years ago when Egyptians studied the effect of colors on mood and used them to aid in holistic development. Previously, red denoted increased circulation, yellow denoted purification of the body, blue denoted pain relief, purple denoted skin problems, orange denoted increased energy, and black denoted life and rebirth.
Carl Jung, a Swiss psychiatrist, believed that colors and humans have a special relationship, stating that “humans have a universal, bodily response to color stimulus.” “Colors are the subculture’s mother tongue,” he added.
1. Color Contrast Can Improve Recall
According to Entrepreneur, the Isolation Effect states that a product that “stands out like a sore thumb” is more likely to be remembered, which is why contrasting colors work so well for brands.
For example, the white and blue of the Facebook logo and the purple and orange of FedEx are both very bold, contrasting colors that are instantly recognizable (and easy to recall). Making sure your brand colours contrast and stand out against the surrounding environment will help your ads stick in the minds of consumers long after they’ve clicked away.
2. Color Can Assist You in Reaching Out to Specific Audience Segments
The entrepreneur also cites research indicating that color perception and preferences differ by gender. Men appear to prefer bold, non-transparent, solid colors, whereas women frequently prefer softer tones that are less opaque and mixed with white. If you’re marketing products in a coffee shop, for example, you might promote a new coffee drink to men using a bold color palette to convey excitement about the drink. On the other hand, softer tones that evoke the feeling of gentle morning wakefulness may be more effective if you’re trying to market the coffee shop’s newest breakfast sandwiches to women.
Though many factors contribute to an ad’s effectiveness, marketers simply cannot afford to ignore color, as choosing the right hues for your ads can affect first impressions, recall, and even the demographics those ads reach.
3. Influence on conversions
Research proves the relationship between colors and conversion. They used two colors, green and red, for the conversion page below to see if the colors affected the outcome.
They discovered that changing the button color to red increased conversions by 21%, implying that more people clicked on the red button than on the green button. Everything else on the pages was the same, so the only difference was the color.
This demonstrates the power of colour and its impact on conversions. Certain colours may elicit action; therefore, conduct a variety of A/B testing before deciding on a specific colour to represent your brand.
Branding is all about communicating the essence of your company, its products, and its services to your employees and the rest of the world. It is about informing current and potential customers, as well as your employees, about the type of company you are and what they can expect from you. It is a complex process that combines visual communication with behaviour to create a public image of who you are.