When a potential customer comes across your brand, the first thing that they probably see is your logo. From the combination of the design, to the wording itself, and to, of course, the color, your logo is the first impression you are giving the world.
According to research done by the digital marketing company, WebPageFX, “people make a subconscious judgment about your product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone.” Based on this concept, is your brand giving the right first impression? Let’s dive deeper into the meanings of color and how it can affect your overall brand.
Color and the human brain.
When we see colors, as humans, we have multiple different emotional reactions to them because of the cerebral cortex part of our brain. With the help of our central nervous system, this part of our brain triggers our memories, our thoughts, and emotional responses based on our past, at a subconscious level. Color has played a very important part in our evolution as humans, but we still have those deeply rooted perceptions of color because of it. Our brains were designed to respond to color without us even having to be consciously aware of it, making the color of our brand that much more significant to our customer’s buying process.
How color can communicate.
Have you ever thought about why big brands go with the colors that they do? Why Mcdonald’s chose the iconic golden arches, Apple’s black and grey color combo, or John Deere’s legendary green and yellow? It all comes back to these brands communicating their brand identity to their customer from the first time they come in contact with them. Mcdonald’s golden arches are meant to catch the eyes of people that need to grab food on the go, while also signifying happiness and optimism. Apple’s black and grey color palette signifies business, luxury, and sophistication. John Deere uses the color green to capitalize on the concept of growing crops and being close to the earth. All of these brands chose colors that accurately communicate the perception they want their customers to believe about their brand.
The cultural interpretation of color.
When choosing a color for your brand, another aspect you must consider is the different cultural meanings of color. In the U.S., white typically stands for purity and innocence, while in some Asian countries white stands for mourning. Therefore, depending on what geographical region your demographic that you are serving is located in, it should play a role in what colors you choose.
The visual and brand association that is possible with color.
If your brand identity is strong, your colors can be an acting foundational principle to communicate what your brand stands for. Going back to Apple, their colors signify business, luxury, and sophistication. Isn’t that exactly what Apple stands for? Making your color palette work for you, and tying your colors and your brand message together, allows your brand recognition to soar and help naturally ease your buyer’s journey down your sales funnel.
The bottom line is, colors play a significant role in your brand’s overall brand identity. Choosing colors that support your brand’s values, enables your customer's overall awareness and recall, allows your brand to stand out, and also flourish over time is the amount of weight that your brand’s color can truly hold. Make sure to treat it as such.