As visual creatures, we naturally create connections between brands and their color. Starbucks has their green (PMS 3425 to be exact), Coca Cola uses red and we can certainly connect silvery-gray and stark white to the sleek design of Apple.
As infants we reacted to color way before we learned how to read, and it stays with us through our life. Before people read your brand message, they register what they see. It’s wise to keep this top of mind as you create your brand — and build brand recognition.
Get clear on what you want to communicate visually and then be consistent, as building brand recognition takes time.
The Purchase Power of Color
1. Capture Attention with Color
Color is a powerful way to convey your brand personality without words. Knowing what your colors are communicating allows you to align your messaging to appeal to your ideal target audience.
If you have been using color based solely on what you like or because it seemed pretty, you’re likely missing out. Every color — and color combination — we use conveys a message! Several studies show that color is a powerful on-the-spot decision maker for brands. One study conducted by Singh, S. (2006) ‘Impact of color on marketing’, Management Decision said that 62–90% of decisions are made based on color.
2. Increase Purchase Power
Let’s face it, every brand wants to stand out! Color not only helps you maintain brand recognition it also helps with sales. In another study conducted by Conducted by Xerox Corporation and International Communications Research from February 19, 2003 to March 7, 2003, with a margin of error of +/- 3.1%, 90% felt that color aids in customer acquisition, 92% believed that color links to stunning quality and 81% felt color gave them a competitive edge!
3. Color, Status and Gender
The history of color through the ages is quite fascinating once you begin to study it. Color was once linked to status symbols, primarily in clothing. Some colors retained their significance because of its associations, For example, purple became a symbol of royalty because it was so expensive to produce that color in a garment only the elite could afford it! The same color can have different meanings depending on the culture in which it’s used.
4. Color and Emotion
Color also affects our feelings. Hospitals paint walls in blue or green (and most surgeons wear these color for scrubs) as they are proven to bring calm and relaxation. Bright red stimulates, yellow energizes, and so on.
Our NCD’s Color Guide will help you become aware of how colors still very much provoke meaning and emotion in our society, many of which are largely unconscious. Some are universal, some are cultural, some apply to certain generations and not to others. As such, it’s important to understand what colors elicit in your customer demographic and utilize them properly.
If color has such a profound impact on purchasing habits, would you consider learning more about it?