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Power of Color: How Brands Use Color Schemes to Influence Customers

Colors have the power to evoke reactions, change thinking patterns and encourage actions. While some colors soothe your eyes, others can raise your blood pressure and cause irritation. 


Did you know blue color is generally perceived as soothing while red is known to generate excitement? Although feelings elicited by colors are often related to personal and cultural factors, one thing is certain –colors are powerful tools of influence. 

As such, brands today treat colors as a fundamental element in their marketing strategy, -and quite rightly so.  

Importance of Colors in Influencing Consumers


In a compilation of different studies, Colorcom points out that people make subconscious judgments about a person, environment or product within 90 seconds after the initial view. It’s suggested that 62% to 90% of this assessment is based on the color alone. 

This means both individuals and organizations can create their perception by effective use of colors.  In particular, brands need to give special attention to their choice of color before designing product packaging, logo and social media content. 


Some of the statistics are fascinating: 
  • Brands can increase their recognition by up to 80%
  • 90% of businesses believe can assist in attracting new costumers
  • Ads in colors are read 42 % more frequently than the ads in black and white

But like many things in life, colors and their appeal are a bit complicated.

Psychology of Colors: The Grey Areas


A study shows that factors such as individual experiences, personal preferences, cultural differences and upbringing influence the effects colors have on us. 

So while yellow color causing annoyance might be true in some cases, it doesn’t hold true for everyone. 

Cultural context is important as well. Orange is a sacred color in India but signifies a loss in the Middle-East. Brands that operate across different regions need to keep such things into consideration. 

Sometimes, culture and gender norms combined create a society’s attitude towards a particular color. Men in the western world generally avoid pink as it’s considered to signify femininity. And although there have been plenty of efforts to get rid of such stereotypes, this trend still prevails. 

Of course, this doesn’t mean that no man would ever go near a brand packed in pink. But not many companies that I know of are willing to take this risk. 

Can Color Inspire Brand Loyalty?


While there’s no guarantee that using particular colorization will guarantee success. Making a color scheme consistent throughout your product line helps in creating a strong brand identity. 


That said, the color scheme should also match the brand’s message. 

Whenever a brand is able to get the color right- it creates the perfect ground for loyal customers as the following examples illustrate. 

1. Black: Chanel



Black is a color that represents mystique, elegance, and timelessness, to the point that girls even wear it in the spring. By using this color, brands portray that their products stand out on their own. So it’s no secret why Chanel uses a black logo to market itself as a high-end brand. Their choice has proven to be successful as products from Chanel are instantly recognizable. 


2. Red: Coca-Cola



Red is known as the color of anger and danger. But in its essence, red is the color of passion. Coca-Cola has used this bold color to perfection. So much that anyone that thinks red thinks Coca-Cola. Customers see a bottle in a bright red stripe and instantly realize that it’s their favorite drink. 

3. Green: Harrods



Across cultures, green signifies nature, growth, and progress. Taken to extreme, green can also represent luxury and wealth. For this very reason, Harrods have made rich, dark green a mainstay of its branding scheme. Own-branded products from this luxury department store have a shade of green that oozes sophistication and class. 

4. Orange: Fanta



Orange encapsulates exuberance and playfulness. It symbolizes enthusiasm and vibrancy. Brands that target a young market use orange as their weapon of choice. Fanta, which brands itself as a lively fizzy-drink have crafted beautiful orange logos. 

5. Blue: Tiffany & Co. 



Tiffany & Co. has gone so far as to trademark their own color that’s now known as Tiffany blue. Basically a light-medium “robin egg” variation of the blue color, it’s found on everything from their jewelry to shopping bags. The Tiffany Blue color helps this jewelry retailer stand out from the rest. 

Conclusion


Colors alone do not inspire brand loyalty. But by choosing a small scheme of color and utilizing them all over their marketing channels -brands can strengthen their individual identities and make their products more memorable for the consumers.

Similarly, brands can also sway consumers their way by targeting their subconscious color preferences. 

Believe it or not. That bright colored packaging you pay little attention to could be the reason you prefer one cereal over another.

Published On: November 15, 2019