Can you imagine Starbucks without the white on green angel or Coca-Cola without the swirly red? According, to Mark Roemer Oakland, color is the first thing people notice about your branding and also plays a significant role in establishing your brand’s visual identity. Let’s see why color is so important in branding:
- Mood – Color has great sway over your mood and it’s no different for the average consumer. For instance, you may be aware that the yellow arches and red backdrop of McDonald’s were designed to trigger hunger. More research is needed to prove that theory. However, studies show that red can induce excitement and increase your heart rate that can eventually lead to a greater appetite. When you can use the right color for its psychological effects, you can create the feeling you want in your potential customers.
- Audience Recognition – You may have seen numerous bike-sharing brands in your city. However, you may not be able to name a single one. People usually remember these apps from their color and evidence suggests that Lime, with the green-colored logo, has a higher market share. While other things work in the app’s favor, the color also has a significant resonance with customers since most people associate green with emission-free and clean commuting. Hence, people are more likely to remember the green app and download that on their phone. Color is linked to recognition and memory and has a higher recall factor compared to names. It can work wonders for your brand recognition.
- Consistency – A color theme can also guide you to be consistent with your branding while allowing flexibility when necessary. When you stick with a color theme and change your logo you retain your existing customers without giving mixed messages to potential new ones. For instance, Microsoft maintains its color theme throughout its products. The four colored square boxes on the logo are applied to different products. Green appeals more towards the younger generation and hence gets used in the Xbox logo and other gaming products from Microsoft. Orange, on the other hand, evokes professionalism and order. Hence, it is used for their Office Products.
- Brand Perception – Different colors can signify different things when you choose one to represent your brand. They can affect how customers perceive your brand. It may tell your customers that you are a serious business that caters to the B2B market, a fun and hip business that experiments with new and quirky things, or an innovative juggernaut that always stays ahead of the game. The use of specific colors can solidify your brand’s perception in your customer’s mind. That’s why Coca-Cola uses the “exciting” red while KPMG uses “competent” blue.
Mark Roemer Oakland suggests that you use color wisely since it can also determine the fate of your business. Research shows that a majority of people pay most attention to visual appearance for purchases and the color for your branding may determine if customers like your products or not.