There are a lot of elements that go into the development of a brand. Your brand is more than a logo and a slogan. To create something that is memorable and recognizable, there are some other key concepts to keep in mind. One big part of developing a recognizable brand is color.
Color combinations, or using a single yet distinct color, can give your brand a clear and unique look to help it stay at the forefront of people’s minds. Almost every major brand has had a consistent color scheme that can be found throughout every part of their branding efforts. A good amount of research has been done to determine what effect colors can have on consumers. This is because colors have the ability to evoke emotion, which also gives it the power to influence public perception. Here is a brief look at the psychology behind colors, and some brands you may easily associate with each color.
Red is an energetic color that increases the heart rate and catches peoples attention. It projects a sense of urgency and excitement, but also comes off as youthful. Brands such as Target, Netflix, Pinterest, YouTube, and Coca-Cola have all used red to express the values of their brands.
Orange can be seen as aggressive, but it is mostly considered a friendly and cheerful color. The Home Depot, Amazon, and Payless are three great examples that use orange.
Yellow is another attention grabbing color that brands love to use to give off a sense of warmth and optimism. McDonald’s, Ikea, Best Buy, and Nikon are just a few that utilize yellow.
Green promotes health and growth and is associated with the environment which is why companies like Whole Foods, Starbucks, and John Deere use it in their logos.
Blue is a trustworthy color that has caught the attention of a lot of social media brands including Twitter and Facebook. It is also a strong, dependable color making it the color of choice for American Express, JPMorgan Chase, HP, and Ford.
Purple is seen as a creative color that is both imaginative and wise. It is also a calm color and can be found in the brands of Yahoo!, Taco Bell, and the Syfy channel.
Multiple Colors can be used to express diversity. Companies including Google, NBC, eBay, and Microsoft all use at least four colors in their logo designs.
Some companies chose not to use any color in their iconography. This can give a sense of balance and neutrality. Apple, CBS and The New York Times all have logos that lack color.
Color can improve brand recognition by up to 80%, especially when you stay consistent across all of your brand’s platforms. According to studies it takes 12 views before a consumer will begin to respond to your brand. While the color may not be the only thing you think about, it is definitely worth your consideration. Take the time to figure out what works best with your brand, helps you stand out, and is relevant to your business.
Photo Credit: Marco Bellucci
