The Importance of Color in Branding

The Importance of Color in Branding

In today’s competitive market, it is essential to set your brand apart. Here’s how color psychology helps you do so.

People form their opinion about a product within 90 seconds of looking at it. Up to 90% of their evaluation is based solely on color. Color plays a significant role in determining the success of your brand. Here, we look at color theory and why your brand needs to give due attention to color.

What is color theory?

Designers credit the origins of color theory to Sir Isaac Newton. He invented the color wheel that serves as the foundation for the theory. Color theory refers to using different color schemes in a visual interface to affect consumer behavior and decision-making. Color influences how we think and act.

According to a study, impulsive shoppers respond most effectively to red, orange, black and blue. Shoppers who plan and adhere to a budget respond best to pink, teal, blue and navy. The everyday shopper responds best to pastel hues, including rose, pink and blue. Factors like gender, age, culture and environment play a significant role in determining the perception of color. So, brands use color theory to influence, attract and retain their target audience.

Why is color essential for your brand to succeed?

1. It sets you apart

A study by the University of Loyola revealed that color increases brand recognition by 80%. Customers use color associations to differentiate between two brands. For instance, consumers associate blue with Pepsi and red with Coca-Cola. Color helps your customers recognize and remember you.

Some companies trademark color, such as Tiffany Blue. The Tiffany box is world-renowned, thanks in part to the movie “Breakfast at Tiffany’s.” By trademarking the color, Tiffany has ensured that no other brand can use that color. People will always associate the specific hue with the brand. Plus, it adds a sense of exclusivity. So, when using color, remember to choose one that truly sets your brand apart.

2. It increases your selling potential

Research of shoppers buying a car found that, for 60% of them, the color was a significant deciding factor. What’s more? The retailer sold 75% of the cars in conservative colors like black, grey, white and silver. So, whether you are deciding on colors for your product or your brand website, make sure to choose the right ones that help boost sales.

The colors you pick must accurately represent the voice of your brand. Blue – the color most preferred by all demographics – resembles calm, trust and stability. Red, on the other hand, denotes passion, excitement and aggression. Many eco-friendly companies, like Whole Foods, use the color green as it is associated with the environment and health. Purple expresses royalty and is the popular hue among brands like Cadbury. Brands like Apple employ the color white as it is the symbol of purity and simplicity.

3. It improves brand recall

Brand recall refers to the subconscious awareness people have of your brand. You do not need to give them cues; they reach out for your brand’s products by themselves. It helps build brand loyalty. In his book “BRAND Sense”, Martin Lindstrom reveals that colors determine the “smashability” of a product. That is to say, if you smash a glass product and people can still accurately name the brand from the color of the glass shards, your brand has immense recall value.

As per studies, brands must keep three things in mind when assigning a color to their brand. The first is to ensure that the color is relevant to their target audience. The second is to feature the color consistently across all their communication channels. Lastly, ensure that the color does not have any negative connotations in the country you are targeting.

Header Image by Pixabay


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Alinda Gupta
I am a professional journalist and gourmand with an inexplicable love for caffeine. I admire old architecture and find comfort in fiction books. I am also an A1-level certified French speaker—bonne journée!


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