In branding process colors play pivotal role. In a long duration, color becomes the identity of brand logo and brand itself.

Econsultancy columnist Lizzy Hillier has shared seven brand examples to explain how right use of colors reinforces brand identity.

Hillier says,”Research compiled by Colorcom suggests that consumers “make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.”

Further research indicates that brand recognition can be increased by up to 80% by effective use of colour throughout marketing, packaging and logo design. Whilst other marketing elements including the targeting of advertising and effective product copy are of importance to a brand’s voice, its core individuality and memorability could lie within its carefully selected colour palette.

Of course, there are always exceptions to every rule, with several potential factors affecting an individual’s perception of colour. Let’s take cultural upbringing as an example: the colour red is commonly associated with luck and prosperity throughout Asia, whereas it can represent love, passion or even danger in western societies. These differences are important to consider when targeting specific geographical or ethnic audiences as part of a marketing strategy”.

How brands use colour psychology to reinforce their identities

Econsultancy
Sharing is caring