Branding is a way of identifying your business. Branding is used to make your business stand apart in a crowd of similar businesses. It is how your customers recognise and experience your business. A strong brand is more than just a logo – it’s reflected in everything from your customer service style, staff uniforms, business cards, and premises to your marketing materials and advertising. To achieve the desired result we need to explore the role of colour in branding.
I am sure you all must have wondered how the logo of a company came into being or how the brand was created. One of the most important aspects that the companies or marketers look into while working on their brand is – COLOUR. Yes, you got that right, Colour plays the most vital role in the designing of a company’s Brand or Logo. The presence or absence of a particular colour or a family of colour can have a positive or negative impact on the Brand.
Visual stimulus is triggered by colours and colours influence the mood of a consumer. Hence, the role of colours in branding is huge as it affects the emotion and perception of the consumer towards a brand or product. Data shows that 73% of purchase decisions are made in-store, and colour and aesthetics play a major role. In the world of Online Purchases and websites, colours also play a vital role in web designing. Websites are the first point of contact with their target audience for many brands now.
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Emotions attached to a particular colour change with age, gender, income and various other factors in a consumer’s life. This again raises a point – How do Brands choose a colour to cater to a diverse target consumer pool? Mostly the businesses take the help of Branding Agencies who have in-depth knowledge about the effect of various colours on the different demographic pools.
The infographic below, made by Market Inspector has taken six colours and analysed them. You can read about why brands use the following colours: red, blue, yellow, green, orange, and neutral. Brands that use neutral colours like black, grey, and white have a specific target group that they’re interested in. Food brands tend to go for bright colours like red or yellow as they are known to stimulate appetite. Read on to understand more about the role of colour in branding.
