According to a survey by KISSmetrics, 93% of the consumers’ purchase decision is based on color and visual appearance of a new product. Color is also said to increase brand recognition by 80%. This makes colors a compelling design element for branding and building business identity. Emotions can be attached to colors because they can lead to a particular reaction in the minds of the customers. Scientifically, they create specific neurological triggers that affect the production of adrenal and causes a rise and fall in our heart rates. Have you ever wondered why most food chains and restaurants use Red in their branding? Red is said to stimulate hunger cravings, excitement, and urgency.
Brands have realized the power of using colors to condition the customer’s mind into creating a particularly favorable response. Mercedes Benz doesn’t use the combination of black and silver by chance, in fact, the shades were chosen because they evoke a feeling of luxury and class. So, when used right, colors can create a positive brand perception in the minds of the potential and existing customers – isn’t that the whole goal of positive branding?
Colors have interesting cultural connotations, symbolizing different emotional references around the world. For instance, the color Red is associated with mourning in South Africa. In fact, a section of their Nation Flag is colored red to symbolize the suffering, sacrifice, and violence during their freedom struggle. On the other hand, red is among the most culturally important colors in India. It represents power, fire, wealth, fertility, beauty, desire, seduction, and festivity. A married woman in India wears red bangles, decorates her hand with red henna and uses a red powder across her hairline called sindoor. In America, red stands for Energy, urgency, sportiness, and youthfulness.
Businesses have given a lot of importance in choosing and maintaining their brand colors. In fact, some of the most popular brands have put in significant efforts to perfect their brand colors, but testing out several combinations and conducting focus studies. They also go the extra mile to secure their brand colors with a trademark registration. Luxury jewelry maker Tiffany & Co. practically owns the robin egg blue color for their iconic jewel boxes. Several brands have memorable logos, but some have even memorable brand colors. What comes to your mind when you think of a chocolate bar with purple packaging? That’s right, Cadburys!
Let’s look at how brands have used the enigma around color psychology to their benefit.