A brand’s ability to be recognized and trusted is top a priority when it comes to marketing. Factors such as logo design, brand messaging and advertising campaigns all contribute to the brand’s narrative and image as a whole. People are far more willing to trust and buy from a company which they understand and recognize. This is why utilizing a well thought out design strategy can help businesses get the upper hand in delivering the right message to potential customers and achieving growth.
Color can have a huge influence on the way people perceive a brand. According to some estimates, 80% of a brand’s recognition is down to color use, and color perception can account for 60% of a person’s decision to buy a product. Brands cannot afford to avoid thinking about color when designing marketing campaigns, as making effective use of it can generate substantial increases in returns and improve customer loyalty.
Colors evoke emotions
The way individuals perceive color is, in part, a subjective experience, as different people react to colors differently and have different associations to different hues. However, there are certain universally or at least regionally accepted qualities associated with different colors which can be utilized to carry over a particular message rather effectively.
For example, red is commonly attributed with evoking a sense of urgency; it increases the heart rate, which is one of the reasons why this color is frequently used in flash sale campaigns and outlets.
Design Advisor recommends avoiding the use of red for companies trying to associate their brand with a sense of peace and trust, such as airlines or banks. Red is a far better choice for brands wishing to transmit strong emotions or a sense of speed. It’s no coincidence then that many fast-food restaurants such as McDonalds and KFC use red in their branding and logos.
Association can be metaphorical, too. Green, for example, is regularly seen in designs for companies selling natural and organic products due to its association with nature, while neon and bright colors are used to evoke a sense of youthfulness.
Colors communicate messages
Many companies have found that by simply using choice colors they can communicate a great deal to their potential and actual buyers. For instance, many high-end brands rely on refined and polished silvers and golds to transmit a sense of coolness and cleanliness. Black is another color frequently associated with luxury. It is very prevalent in high-end product branding, conveying an air of authority and elegance. It is used by Jaguar, Mont Blanc and Yves Saint Laurent to name a few.
The use of these colors for high-end products illustrates a larger point: using specific palettes associates a brand with a specific message. Considering what sort of message your color of choice will be associated with in terms of brand messaging can be helpful in communicating information about your business in a subtle, intuitive way.
Color helps sell more
Effective marketing campaigns aim to target a potential buyer’s attention by any means possible. Certain colors can be used to increase contrast and help call attention to choice design elements. For example, orange is considered one of the most effective colors to use for call to action buttons due to its highly contrasting nature. It has been shown to improve conversion rates compared to buttons with other less contrasting colors. Using orange can help drive sales and show that you mean business. Other colors such as yellow and green also close contenders.
All things considered, deploying color strategies as a method for communicating with those engaging with your brand is a smart choice. Potential customers will judge and associate your use of color with your message, which is why thinking about these factors in advance can dramatically change the way your brand narrative comes across.
https://designadvisor.net/blog/psychology-of-colors-infographic/