From Puce to Cerulean - What Your Brand
Colors Say to Your Customers
Do you ever wonder
why so many fast food restaurants use red in their logos? Or why so many
hospitals and healthcare organizations use the color blue in their logos?
This phenomenon is hardly random. Psychologists have spent years studying colors’
effect on human behavior, and you can be sure that the results are worth
understanding when you’re choosing your brand’s colors.
Hungry Anyone?
Besides being associated with love, energy, and vitality, the color red
stimulates our appetites. It’s no wonder fast food chains such as
McDonalds, Carl’s Jr., KFC, Wendy’s and Popeye’s have integrated the color
red prominently in their logos and trade dress. If you’re developing a logo
and brand identity for your restaurant, food or beverage products, incorporating
red may not be a bad idea. Caveat: Remember when your parents would ask
you, “If Jimmy jumped off a cliff, would you do it, too?” I know, some of
you said yes, just to be obstinate, but don’t doom your product to a
lifetime lost in a sea of sameness just because the research says it’ll
make people hungry.
Starbucks founders Jerry Baldwin, Zev Siegl, and Gordon Bowker clearly
didn’t follow Jimmy off the cliff when they created their iconic green and
white logo. Their caffeinated clientele aren’t looking for any more
stimulation beyond that which is provided by the aroma of ground coffee
beans in the air. What they are looking for, and what the color green
represents, is harmony, tranquility, and calm. The founders’ goal was to
create an environment that would encourage people to sit back, relax and
drink their coffee with friends. By luring customers in with the green and
white siren and surrounding them with warm, natural tones, they created a
movement.
Trust Issues Anyone?
Kaiser Permanente, Blue Cross, Blue Shield, AT&T, Forbes, Ford and
countless other corporations all use the color blue predominantly in their
brand identities. It’s not just because blue is hands-down the favorite
color of the majority of men and women, but rather, blue is associated with
calmness and peace. Psychologists have found that when people view the
color blue, they feel confident, comfortable and trusting. Of course,
healthcare providers, purveyors of information, and one of the oldest car
manufacturers in the history of man would want people to associate their
products and services with trustworthiness and dependability.
Plucking Personality from the Rainbow
The colors that you choose for your brand need to reflect not only your
product’s personality but also the personality of those you wish will buy
your product. You want them to feel a certain way when they think about
your product, and while not all colors will universally affect everyone in
the same way, statistically speaking the odds are ever in your favor. With
that said, here are some handy guidelines to understanding color when
picking your brand colors.
• Yellow – evokes feelings of optimism, clarity and warmth
• Orange – brings up feelings of cheer, confidence, and friendliness
• Red – arouses the senses with excitement, passion, and love
• Purple – imagination and creativity are the hallmarks of this color
• Blue – tells a story of trust, strength, dependability, and calm
• Green – associated with health, nature and peace
• White – linked to purity, calm and balance
Additionally, colors like gold, silver and black are often associated with
luxury items because they conjure feelings of sophistication and wealth.
Remember, always keep your audience in mind when choosing your colors and
avoid getting caught in the sea of sameness.
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