Brands and color are inextricably linked because color offers an instantaneous method for conveying meaning and messaging without words. Many of the most recognizable brands in the world rely on color as a key factor in their instant recognition.
Color increases brand recognition by up to 80 percent. Research has reinforced that 60% of the time people will decide if they are attracted or not to a message – based only on the color.
Of all the forms of non-verbal communication, color is the most instantaneous method of conveying messages and emotions. Colors possess the power to move and sway human behavior; produces an aesthetic or emotional response; and when properly used can be a vital tool in the success of all marketing strategies. Advertisers and marketers know how to sway or engage consumers into utilizing their services or buying their products and color is always a part of the equation. It is not by accident that the CocaCola™ logo and cans have remained red for decades. In fact, even the mention of CocaCola™, probably had you immediately associate the product with the color red.
So what is the point of all of this?
The main thing is that when beginning a new project, no matter what type of marketing, branding, identity, or design, think about who your target audience is. What kind of emotion do you want your visitors or customers to feel not only on first glance but when they use your product or service. Colors are a powerful tool to entice and engage your target audience, and if properly used can be extremely beneficial to your marketing success.
Once you have made the strategic decisions above, hire an expert designer in color science and creativity to create a color palette for your brand that accomplishes and supports the strategic goals of your business. Working in a world that is tougher, leaner and more competitive than ever, positions color professionals and designers in the top tier of making a difference in the success of your brand.