When corporate CEOs and their design teams sit at the round table to strategize the look and feel of their brand, some of the biggest question they’ll ask themselves is, “which colors should we represent ourselves with?” Along with, “which colors will attract customers and gain their trust?”
Though you might be thinking, how can colors gain trust? A little thing called Color Psychology can explain this phenomenon.
An incredible study found that a product’s color influences 60 to 80% of a customer’s purchasing decisions. Certain colors tell the human mind certain things, and when the right color combinations are chosen they can signal to customers that the brand is familiar and trustworthy.
One of the most notable examples of this is McDonalds. The chain restaurant utilizes red and yellow across all branding materials, unfailingly, so much so that it’s difficult to associate the color combination with anything else.
But when we analyze these colors separately, we learn that red represents passion and joy, whereas yellow stimulates quick decision making.
Now, what do you get when you combine joy, quick decision making, and a hungry stomach? The perfect conditions for fast food.
We can take just about any powerhouse brand and break its colors down to similar effect. Go ahead and choose one in your mind right now. Got it?
Next, take a quick read through the following colors that are common in branding, and see if you can find a connection between the brand you chose and its color psychology.
What do colors say about your brand?
Blue
This color shows up in 33% of major brands. Blue puts people at ease, and evokes feelings of trust, security, and confidence.
Red
The color of passion, energy, excitement, vitality. Red shows up in 29% of major brands because it’s an attention grabber!
Yellow
It’s not as common as blue and red, but still shows up 13% of the time. Yellow is synonymous with sunshine and positivity, and inspires creativity and hope.
Green
Green is a powerful color that subconsciously reminds us of health, wealth, and the peace of mind that comes from having both.
As you drive around town, take a closer look at big name brands and their color choices too. What do you want your brand to evoke? While branding for your business, don’t be afraid to model your color choices after brands that have successfully evoked the same emotions you wish to.
As a final tip, don’t be afraid to ask others for their opinions on the colors and logos you choose for branding collateral. Furthermore, our design experts are always glad to lend their expertise!
