Color psychology to improve Marketing, Logos and Signages

Color psychology to improve Marketing, Logos, and Signages

“Mere color, unspoiled by meaning and unallied with definite form, can speak to the soul in a thousand different ways”-Oscar Wilde

Which color do I need to use for my brand marketing?

Whether You are designing Your company`s logos, signages, or another marketing materials, the color choice is the primary and important question that`s always running through your mind.

Your brand`s color is a “face of Your brand”, and it comes as no surprise, that the external appearance is the first thing of you people see.

 Firstly, People used to make an opinion about, or refer to you based on your appearance. So, Your brand`s external appearance should be in harmony with Your internal appearance, because it tells your customers about your product and service.

Brand color send a vital message to your customers, whether you are selling a retail product or luxury product? This plays a critical role in being succeeded or failed in the marketplace. The psychologists prove the fact that 60% of your buyers may accept or reject Your brand because of your brand`s color. Colors can change your mindset, evoke positive or negative reactions. Logo and signage color can even make people contemplate, or may distract people from concentrating on important tasks, as well as, colors can stimulate, increase appetite and create a feeling of worth or loneliness. 

“All colors arouse specific associative ideas…” – Yves Klein

Before starting to work on your company`s branding or signages, you need to reveal the hidden message of Your brand. In particular, what do you want to say to your customers? What kind of associations do you want to create around your brand? For example, are you in the IT industry which is in need of building trust, safety or loyalty? Are you offering psychological services which need to create peaceful interior and make clients feel relaxed? Evan though, there is no rules, no any accepted and ideal color for each category of brand, but you need to be realistic and optimistic about color choice. Some businesses may play in a red ocean, as it has written in Blue Ocean book by W. Chan Kim, but some businesses must play in a different new marketplace, where there is no brand like yours. The more your brand colors are different from the competitors` brand color, the more original and catch it is, but don’t forget to never ever be an eco-tourism company with red or black signages or logo. Anyway, the creativity has no limits for brand designers and marketers. What if you are thinking of being extraordinary?

“Creativity is putting your imagination to work, and it`s produced the most extraordinary results in human culture.- Ken Robinson

Such amazing benefits you will gain while admitting color psychology as a powerful marketing tool for your business.

• Colors tell your customers who you are really

• Colors arise positive or negative emotions towards your products

• Colors attract your targeted and potential customers

• Colors remain on people mind even if they don`t remember about Your brand`s name

Let`s unlock the hidden messages of colors in marketing In order to create an impactful logo, build brand loyalty and win in a marketplace, where there are lots of competitors existing.

Red makes you eat or buy.

It is not coming as a secret that color red stimulates the senses and raise the blood pressure. Some researchers show that people tend to gamble more and play riskier bets under a red interior. Color red arouses the appetite, that’s why it's an excellent color for food products and restaurants. There is an interesting fact about the eating habits as well, related to color red. Researchers say that eating meals on red plates, or drinking from red cups cuts consumption by about 40 percent, according to one study by German and Swiss academics.

There are many food companies, associated with food product who admit red as a brand color, some of the companies are Coca-Cola, Red Lobster, McDonald`s, Burger King. The red branding of these brands makes customers enter the store and buy more food than they are in need of. Red is a passionate color as well and used to be associated with love and hearts. Many companies using this fact, in order to attract people to buy impulsively. For example, Ferrari, Essie, and other famous brands.

Yellow gives positive energy and happiness

Yellow is very warm, playful and happy color. It is psychologically optimistic, brightening. Yellow creates friendly, positive atmosphere.

Yellow is a color of intellect as well, and maybe this is the reason why 75% of the pencils sold in The United States are yellow. You can try to use yellow utensils to boost creativity and act like you are a bright entity.

On the other hand, the color yellow can cause aggression and anxiety. The color Yellow inspires people to keep moving as well, it is the reason why some huge companies use the vivid yellow color in their branding. Some of them, are Ferrari, and McDonald`s.

A bright yellow is an ideal option for the playful and entertaining products or companies. There are many huge companies using positive associations of yellow in their brand marketing. For example, Ikea, Best Buy

Blue builds trust and calms the mind

Interestingly, the color blue is the most preferred color for a lot of businesses. The color blue is a symbol of dependability and safety, as well as blue is a color of the sky which is used to be related to the peaceful atmosphere. Blue also has a therapeutic meaning, that’s why, a lot of psychological clinics make the blue interior, in order to bring harmony to the mind and body.

Blue is often used in corporate businesses because it is productive, it boosts communication, and obviously, blue is a color of intellect. A lot of IT companies, telecommunications, and Hi-Tech companies benefit from blue`s calming features. For

example, Facebook, Twitter, and AT&T use color blue in order to build trust and honesty. Samsung and Intel use color blue in their branding in order to relieve stress related to the introduction of new technologies.

Black and white symbolizes opposition and contrast

It’s a shining fact that the color white is the presence of all colors, however white is not considered a color itself, because white and black are always interrelated, especially in brand design. Black is associated with authority and strength. Sometimes, some brands use black and white logos to imply the hidden meaning of femininity, and classy. Brands are also used to create logos in black when they are in a luxury marketplace. For example, Channel, Adidas, Hermes and another luxury brands.

Green is eco-friendly and relaxing

Green is suitable for signages of health-related stores because it is used to be associated with natural and organic products. Green is a color of health, nature, and trust.

Hospitals and schools use a pale green, soft green because it’s too much relaxing to eye and soul for the clients who are staying there. Green creates the vision of being connected with nature.A lot of brands using green color marketing to make people feel connected to nature. For example, WhatsApp, Starbucks, Acer, Heineken, Skoda and other big companies.

Researchers on color psychology in Marketing and branding shows that colors affect our lives in an unconscious and mysterious way. It’s a fact that human beings are emotional creations. We used to make impulsive decisions and jump on buying counting on our emotions gives us colors of the brand.

One of the most interesting examinations is the JOE Hallock`s work on “Color Assignment, which is going to show that even man and woman refer to colors in different ways. So, starting to work on your brand color you need to choose your target. Are They Woman, or Man? Some studies on color perception show that shades and

tints are important as well, in this case, men prefer bold colors, and woman prefers soft tones.

Deal with the magic and use color psychology to keep ahead of the competition!