Written by Taylor Radney
Account Executive
What comes to mind when you see The Golden Arches? How about a silver apple icon or a red can? Brands like McDonald’s, Apple and Coca-Cola have crafted powerful identities that consumers can recognize because of their strategic use of color in their logos. Color is more than just a visual element; it can be a very powerful psychological tool. Understanding the psychology of color in branding is essential for creating a strong and memorable brand identity.
According to WebMD: “Color quietly plays a major role in how you experience the world. Color psychology connects colors with emotions and behavior. It reveals how color plays a role in your moods and can even be incorporated into your wellness routines.”
Color psychology studies how different hues impact human emotions and behavior. One statistic on WebFX found that up to 90% of initial impressions are based on color. Our emotions can directly affect our decisions, and color is one of the most effective ways to evoke feelings. One of the most important things in a brand is the colors and picking colors that align with your brand's personality and values can shape how customers perceive your business. A great example of this is over 150 people attempting to draw the Burger King logo by memory. While most people might not have been able to draw the Burger King logo correctly from memory, the colors are what stuck out and were correctly represented.
Psychology Today published an article about color psychology, and one thing they discovered is that there is not a lot of data found on the topic. The article claims that the lack of data is because most of the elements within color psychology have to do with personal preference and individual experiences. Psychology Today also included information from a conducted study called “Exciting Red and Competent Blue,” which showed that different colors influence the personality of a brand. For example look at Harley-Davidson; its fiery orange and their bold black branding evokes power, toughness and rebellion which perfectly align with the brand's rugged identity. Every color choice is purposeful from trustworthy blues in technology like Facebook and LinkedIn to the hunger stimulating reds and yellows in fast food places like McDonald’s. Brands choose these colors to shape consumers’ perception and drive their business engagement.
Choosing the right colors for your brand goes beyond aesthetics, it is about creating a visual identity that makes consumers feel the right emotions. A brand's color palette should be considered for many different things including logos, website and digital presences, marketing materials and social media branding.
The most popular color used in branding is blue, according to an article from Canva. They claim that blue is a popular choice because it's safe but very sophisticated. The article also talks about how red is a very bold choice for a brand but that it is also the second most popular color picked by brands.
Color is a fundamental piece in brand storytelling. It influences emotions, strengthens brand recognition and boosts customer engagement. The correct color choices can help create a lasting impression and give your audience a deeper connection to your brand. Ultimately, the right colors don't just make a brand look good, the colors shape how it’s perceived, influencing consumer behavior and driving brand loyalty.
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