Colors and Branding
Can you imagine the famous McDonald’s logo in your head? Is it yellow and red? Tasty, right? Now imagine the same logo with black and blue, did you get the same feeling of hunger? Most probably no. This is because color psychology is doing its job.
Every color entices some emotions in people and this thing is well used in the marketing field.
It was found that the consumers are most likely to make a decision of buying the product within 90 seconds of viewing in which 62–90% of decisions are solely based on the colors.
Since colors play a huge role in branding, the color scheme of your brand becomes much more significant than its visual appeal.
For instance, the color Blue induces the feeling of security and responsibility, thus most of the banks use Blue for their logos to gain trust of people. Likewise, red emerges the feeling of hunger and yellow denotes persuasion. Thus, most of the FMCG chains play around these colors.
Different colors, different emotions. Needless to say, the perceptions and emotions will vary from person to person considering his/her demographics, preferences and choices.
But there are some general and widely accepted notions that revolve around certain colors and hence, they are used accordingly in the branding arena. Let’s take a look.
Blue, widely accepted as a masculine color is also used to entice feelings of calmness, tranquility, relaxation, re-freshness or security.
Thus a bank or a school may use Blue to denote security or responsibility while Pepsi may use it to denote re-freshness!
Red is perhaps the most popular choice for branding, this is because the color grabs attention and induces the feelings of confidence, warmth and high energy. It is also known to boost metabolism and blood pressure, which makes it a popular choice for fast food chains.
The color is also associated with the feelings of danger and anger, explaining the danger signs but is also linked with the feelings of passion.
Green is generally associated with harmony, wealth, environment, good luck , growth and balance. This is the reason why medicines like Ayurveda or many beauty products or spas use green to denote nature and environment friendly products.
Yellow is used to persuade and denotes optimism which can be one reason for most of the brands to use the same colors in branding. Apart from this, the color denotes youth, playfulness, cheerfulness and warmth, which makes it a popular choice for many sports brands or youth related products.
Black might be seen as the absence of any color this thing itself denotes boldness and elegance. The color can be both creepy as well as modern, depending on the context. Usually, it is used to address formality, luxury, mystery, power and control; which can be one of the reasons why luxurious car or watch ads usually use the color black.
Even though every color has some general psychological perceptions revolving around them, the context and viewer’s background and demographics will always play a huge role in that perception.
So, the next time you see an impressive brand logo keep in mind the brand’s marketing team would have argued a million times over the logo’s color!