Color in advertising

The creative use of color and how it can influence consumers

There is conflicting information about exactly how much color choice in branded communications can influence purchasing decisions. Some people think color is the most important thing about a brand, and that it will somehow brainwash consumers into buying a product or service. The truth is, individuals react to colors differently. Color associations are dependent on gender, culture/society, and personal experience. However, color can still be an essential factor in the assumptions that customers make about specific products or brands. In fact, up to 90% of judgments about specific products may be dependent on color.

Studies show the “appropriateness” of color when used for a brand or product influences opinion. Does the color match the good or service? For example, a company that focuses on recycling, conservation, or eco-friendly initiatives that chooses a green logo may be said to have a color that agrees with what is being sold. Green is often associated with nature. However, it can also be associated with money or science. These associations vary between individuals.

Colors can influence how the “personality” of a particular brand is perceived

Through color, brands can portray a certain mood or vibe—some colors are associated with youth, energy, or happiness, while others can be interpreted to mean danger, courage, and adventure. Take Toys R Us for example. Before the advent of the Internet, they were the top source for toys, and their logo reflected a fun, kid-friendly brand personality through both the typeface and the use of color.

PayPal, on the other hand, uses different shades of blue to create a professional, business-minded personality. Blue implies professionalism and security.

Customers prefer brands with logos they can recognize and remember over other brands, so it might also be a good idea to choose colors that stand out from the competition. Standing out can benefit your business if you’re in need of a color combination to promote conversions for your website. Remember the “isolation effect.” Certain colors won’t encourage clicking, but they can make the clickable objects easier to spot by providing contrast with the surrounding page.

A brief guide to color

As I said before, color associations vary from person to person. Choosing appropriate colors for your product and your brand’s personality is more important than choosing a color with a specific association or implication. That being said, in the United States, certain colors do have common associations people will think of more often than not. Here is a general guide to help you think about what colors might be most appropriate for your business:

Our logo reflects our attitude

At Copy & Art, we understand how color can emphasize a business’ personality. Our agency is energetic and vibrant, so our logo reflects that vibe. Purple represents creativity, excellence, and vision while pink shows our energy and passion. Our yellow/orange is youthful, friendly, and optimistic.

If you need help with a logo or any other type of branding, turn to an agency who understands that color is important but not more important than your brand’s unique personality. We care about bringing that out for your customers to see. To learn more about our design capabilities, email or call (914) 607-7888.

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